Roller Grills: A Relic of Convenience Stores That Consumers Are Rejecting

 

Once the crown jewel of convenience store foodservice, roller grills are quickly becoming relics of the past. Once synonymous with grab-and-go ease, they are now viewed by a growing segment of consumers as outdated, unappetizing, and unsanitary. In an era where food quality and transparency drive purchasing decisions, roller grills are struggling to retain relevance.

Consumer Skepticism Toward Roller Grills

Despite their long-standing visibility behind the counter, roller grills today evoke more skepticism than appetite. A recent Technomic consumer trend report found that 53% of consumers under 35 actively avoid foods from roller grills, citing concerns about freshness and ingredient quality. These perceptions aren't unfounded. Roller grill foods—often ultra-processed and high in sodium and preservatives—clash with modern preferences for “clean label” eating.

Steven Johnson, the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, emphasizes that “roller grills symbolize everything that today’s consumer is walking away from: one-size-fits-all, processed food with little transparency or customization.” Johnson notes that millennials and Gen Z, now the dominant drivers of foodservice growth, expect “restaurant-quality” offerings even from gas stations and corner stores.

Food Safety Concerns Undermine Trust

Food safety remains a key concern. Unlike made-to-order meals prepared in sanitized, controlled environments, roller grill items may sit unattended for hours, often beyond recommended safe holding times. According to an FDA study, self-serve hot foods rank among the top five retail food safety concerns, primarily due to inconsistent temperature monitoring and the risk of cross-contamination.

The COVID-19 pandemic further exposed these vulnerabilities. Many chains suspended roller grill operations, and a notable percentage never reinstated them. Retailers like Casey’s and Circle K pivoted to pre-packaged or fresh food solutions instead, citing consumer anxiety over shared surfaces and airborne contaminants.

Sales Declines and Industry Realignment

While convenience store foodservice overall has been booming—growing at 10.2% annually since 2020, according to NACS (National Association of Convenience Stores)—roller grills have notably lagged behind. In 2024, foodservice accounted for 22.58% of total in-store sales, yet roller grill items represented less than 4% of that revenue, according to CSP Daily News.

Retailers are reallocating floor space and budget toward made-to-order kitchens, smart vending, and chef-curated grab-and-go options. “The grocerant trend—blending grocery and restaurant quality—has obliterated tolerance for heat-lamped mystery meats,” says Johnson. “Consumers want control, flavor, and freshness. Roller grills offer none of that.”

The Rise of Fresh and Fast Alternatives

Major players in the c-store industry are responding. 7-Eleven has expanded its fresh food selection by over 30% since 2021, investing in premium sandwiches, salads, and protein bowls. Wawa has elevated its brand perception with customizable hoagies and barista-style beverages, while Sheetz continues to build its QSR-style made-to-order menu.

Even brands that once relied heavily on roller grills are now reimagining their offerings. Maverik and QuickTrip are piloting digital ordering kiosks and fresh food kitchens, betting on culinary innovation over spinning sausages.

The Future of Roller Grills

The writing on the wall is clear. As consumer expectations evolve, the roller grill has become less a symbol of convenience and more a warning sign of stale thinking. Legacy equipment and processed products no longer satisfy the standards of a food-savvy, health-conscious public.

Retailers clinging to roller grills risk falling behind in an industry increasingly driven by data, brand trust, and culinary credibility. “The convenience store of 2030 will have far fewer roller grills,” Johnson predicts. “It’ll have chefs, tech-driven customization, and food you’re proud to eat—not food you grab because you’re out of options.”

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

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