IT'S A WRAP! Hug in a Roll, formerly a pop-only delight, quietly opened the doors to its first sit-down location in August. Local Yeing Xiong largely runs the business as a one-woman show with support from her kids, when they're not in school, and her husband, when he isn't at his full-time job.

The Oakwood Hills area is marked by big-box stores like Target, Walmart, and Kohl’s, Oakwood Mall, and some of the most heavily-trafficked roads in Eau Claire. While serving as the area’s retail hub, it’s also host to a number of national and growing fast food chain and sit-down restaurant locations.

In spite of its seeming shopping and grub spot abundance, there aren’t too many local joints in the area. This August a promising contender quietly opened its doors, a humble purveyor of Asian-style comfort food: Hug in a Roll.

Yeing Xiong, a UW-Eau Claire graduate, recalled being hired right out of school as a graphic designer – a career she spent more than 15 years working in. Yeing's pivot to restaurant ownership and operation seems a significant leap, if you aren’t keyed into the local foodie scene.

Yeing started dishing up homemade egg rolls and steamed buns long before securing a storefront; Hug in a Roll has been a pop-up eatery since 2023, and even though it opened doors in August, folks still enjoyed the pop-up setup at Fall Festival in downtown Eau Claire.

Now located at 3587 Gateway Dr. in Eau Claire – a space formerly occupied by Papa Murphy’s – Hug in a Roll offers a simple and filling menu where comfort food reigns supreme.

"It still feels unreal (to be open). Every day is a learning opportunity; something new with new people, new challenges."

YEING XIONG

OWNER & OPERATOR OF HUG IN A ROLL

Hug in a Roll is currently open Thursday-Monday from 11am-7pm, and may adjust hours as the business settles in. Online ordering is available at www.huginaroll.com and DoorDash delivery is coming soon.

Of course, the items that got Hug in a Roll to where it is today can be found on the menu: crispy, house-made egg rolls, specialty rolls (cheeseburger, shrimp varieties), and savory steamed buns. The rest of the menu is built out with rice bowl and noodle bowl entrees, mango rice, a few side options, and an assortment of drinks including Thai iced tea, fruit smoothies, and more.

In a recent interview, Yeing said her love for cooking took shape once she became a mom – of four kids, all of whom are picky eaters.

“You feel so accomplished once you make a recipe that your kid likes,” Yeing said with a smile.

Rice bowl entrée (bowls are customizable). 

While humble about her cooking skills, being able to move from pop-up only to a brick-and-mortar location isn’t an easy or accidental feat – which Yeing did acknowledge.

“It’s been a long dream that I had just kind of put away in the back of my mind,” Yeing said, seated across from me inside the restaurant. “When I finally sat down and put my plan on paper, I started thinking, ‘What do I want when I walk into a restaurant?’ ”

“I want people to feel welcome and comfortable here, to eat good food in a clean place,” she said.

Certainly, for those who recall the take-and-bake pizza chain formerly found at the Gateway Dr. location, the interior has seen a positive shakeup.

For about three months, Yeing and her family renovated and upgraded the space. Fresh coats of soft rose-colored paint bring warmth into the room, serving as the backdrop of several seating options – high-top and low-top tables for groups, duos, and individuals – made possible by removing the line-style countertop that used to be. New kitchen equipment is unseen as a patron, while paper lanterns and faux florals hang from the ceiling and adorn tabletops.

With just over a month of service under her belt, Yeing is hopeful more people will discover the new permanent location.

“In Eau Claire, I feel like there’s so much opportunity,” she said. “It still feels unreal (to be open). Every day is a learning opportunity; something new with new people, new challenges.”

COMFORT FOOD HAS A NEW CHAMPION WITH HUG IN A ROLL.

Savory steamed buns – one of Hug in a Roll's original top sellers – pictured.

Hug in a Roll is currently open Thursday through Monday from 11am-7pm, subject to change as Yeing settles into restaurant ownership. (Oh, and did I mention Hug in a Roll is almost entirely a one-woman show? While her husband works full-time and her kids are in school, you’ll find Yeing running the register, cooking, and serving.)

Comfort food has a new champion with Hug in a Roll. Go show ‘em some love.

Keep up with Hug in a Roll (3587 Gateway Dr., Eau Claire) on Facebook. Online ordering is available at huginaroll.com with plans to soon be available for delivery through DoorDash.