05/13/2026
High Rollers Company proved thereโs real interest in experiential dining and entertainment in Downtown Wheaton, and weโre incredibly proud of what we built under very difficult circumstances.
What started as a family festival business, with Jenna, John, & Jessica, evolved into a real downtown venue focused on desserts, entertainment, community, and creating memorable experiences for people.
Along the way, we learned a tremendous amount about operations, staffing, customer behavior, and what resonates with our guests. One thing weโre especially proud of is that we built a nearly 5-star Google rating entirely through authentic customer experiences and word-of-mouth support. That means a lot to us.
A significant portion of our business historically came from pedestrian visibility and our A-frame signage at the corner. Once the sidewalk closures happened and signage became more limited, walk-in awareness and foot traffic dropped substantially. At the same time, downtown rents require a very consistent level of traffic to support a newer concept like ours.
Looking back, we also learned we probably needed to invest earlier and more aggressively in digital advertising and alternative customer acquisition channels.
So ultimately, this became less about the concept itself and more about the realities of visibility, traffic flow, and customer acquisition costs during a prolonged construction period.
That said โ this is not the end.
Weโre still active with offsite events and community involvement. Weโll continue participating in events like National Night Out, and weโre excited to be serving Mac & Cheese Fest through our partnership with Fuji Ramen.
Most importantly, we want to sincerely thank everyone who supported us, visited us, shared our posts, brought friends, played pool, tried rolled ice cream, attended events, and believed in what we were trying to create.
Regardless of the exact format or location moving forward, weโre proud of what we created, proud of the community support we received, and excited about where the concept can evolve next.
Thank you, Wheaton. โค๏ธ
