To introduce or deploy something new, typically a product, service, or initiative, in a systematic or phased manner.
Originally from the literal action of rolling out dough or carpet in the early 1900s. The business sense emerged in the 1960s-70s during the rise of corporate planning, drawing on the image of unrolling something to reveal it gradually and systematically.
The phrase beautifully captures the methodical nature of modern product launches - just as you can't rush rolling out pie dough without tearing it, successful business rollouts require patience and careful execution. Interestingly, the military adopted this term for troop deployments before business did.
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