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 Once synonymous with grab-and-go ease, they are now viewed by a growing segment of consumers as outdated, unappetizing, and unsanitary.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.

Stay Ahead of the Competition with Fresh Ideas

Is your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s playbook? If you're ready for fresh ideations that set your brand apart, we’re here to help.

At Foodservice Solutions®, we specialize in consumer-driven retail food strategies that enhance convenience, differentiation, and individualization—key factors in driving growth.

👉 Email us at Steve@FoodserviceSolutions.us
👉 Connect with us on social media: Facebook, LinkedIn, Twitter

Branded Convenience Store Food Drives Customer Adoption

 

Once again, another food industry news and research firm edifies the findings of the work that Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® and his team have been doing since 1991.

So, here we go, almost all of the retailers surveyed in the 2023 Convenience Store News Foodservice Study said they sell prepared food and hot dispensed beverages, with prepared food generating the bulk of revenue in the foodservice category — an impressive 54 percent of total foodservice sales.

“Having foodservice options and differentiating them in ways that drive consumers to your location are different parts of the foodservice puzzle, though, and the only way to complete the picture is to create a program that distinguishes your offerings from your competitors'.

"Foodservice has really become the key differentiator for c-stores. Good food is what compels people to seek out and talk about a particular brand — and even drive farther to visit one," said Peter Losee, vice president of marketing for Bowling Green, Ky.-based Bluegrass Ingredients, which partners with its customers to craft tailored flavors and formulations.

"These days, most consumers have multiple stores to choose from on their drive home from work or when they're out running errands. The right food can compel a consumer to pull into one store over another, whether that's a busy mom or dad looking to get gas and a healthy take-and-heat dinner for the family or a working millennial who may be making multiple stops in a single day," he added.

And increasing foot traffic isn't the only benefit differentiation delivers. It also is key to "building loyalty in short order" and ultimately boosting the bottom line, according to Losee. "Foodservice offerings," he said, "can serve as an important revenue opportunity for c-stores often constrained by tightly controlled and competitive prices."

Recent numbers show just how significant a revenue opportunity those offerings can be. Foodservice sales industrywide were up 19.5 percent in 2022, marking the second consecutive year of stellar convenience foodservice sales, according to the 2023 CSNews Industry Report, while the average gain in foodservice sales per store was $54,956, driven by an additional $44,845 per store from prepared foods.

Tracking Trends

Continually monitoring trends can help c-store operators plan foodservice programs that will be ready when a burgeoning trend becomes a mainstream one.

"For c-stores, it's really all about staying one step ahead of that target consumer," explained Losee, who noted that Bluegrass Ingredients' culinary and R&D experts perform that kind of monitoring "to keep our customers one step ahead of what's coming."

It is an approach Pilot Co. takes, according to Jamie King, senior director of food and beverage for the Knoxville, Tenn.-based travel center chain with more than 870 locations serving an average of 1.3 million guests per day.

"Pilot takes pride in our constant curiosity to learn guests' preferences and find new ways to meet their needs. That's why our chef and culinary team conduct sample testing in our stores, directly interacting with guests and collecting in-the-moment feedback," King said. "Not only does this provide priceless interactions with our guests, but it also allows us to deliver what they desire."

What foodservice trends are tracking currently?

"On the flavor front, the dominant trend is all about fueling enhanced experiences. Consumers — especially the increasingly influential Gen Z cohort — want bold new flavor combinations they can share with friends in person and on social media," Losee reported. "That's a real opportunity for c-stores, which already have a head start in the snacking space where these new flavor innovations fit naturally."

Paying attention to daypart trends is another way retailers can ensure their foodservice menu includes not only items customers crave, but also some that stand out from what they can find a few miles down the road.

Purchase incidence of breakfast sandwiches, for example, jumped over the last year, putting them ahead of c-store standards like pizza and hot dogs, according to the 2023 CSNews Realities of the Aisle Study, an annual look at c-store shopper behavior.

King confirmed that Pilot has been tracking this trend over the past few years and, as a result, the retailer "curated breakfast offerings that are perfect for the morning commute — think of burritos, which are easy to eat while on the road, as well as our recent Sausage Waffler, a syrupy waffle sandwich with sausage, egg and cheese."

Value is also an integral component to consider when transforming trends into standout foodservice offerings. The percentage of shoppers who said they didn't buy prepared food at a c-store in the last month because it was too expensive jumped 15 points year over year, according to the Realities of the Aisle Study. Price/value is now the No. 1 factor shoppers list as being important to them when purchasing prepared food at a c-store.

The value trend is something Bluegrass' experts are seeing, too. "One trend that we're particularly focused on as an ingredients provider is around reengineering value. Reformulations in ingredients and recipes can help enhance flavors to match evolving consumer demands, while better navigating challenges like supply chain shortages or surging costs," Losee said.

Ideas That Differentiate

So, what are some specific ways c-store operators can differentiate their foodservice offerings to stand out in what has become a crowded and competitive category?

Upgrading menus in ways that move past old-school convenience store fare is a good place to start.

"The industry is quickly leaving hot dog rollers and microwaves behind in favor of much more appetizing options. Prepared food and commissary kitchens have really taken things to the next level in recent years," Losee said. "It starts with food that looks and tastes good — food that's healthy and easy to serve and eat. There are competitive advantages to be found in healthier options, higher-quality options, more variety, and more."

Healthier options, in fact, offer a big opportunity for retailers willing and able to commit to quality offerings, data shows. Among health-conscious and health-neutral shoppers, only 41 percent said they are somewhat satisfied with the selection of healthy/better-for-you foods at c-stores, leaving room for improvement, according to CSNews shopper research.

Pilot is one operator answering the call for healthier fare. "We continue to expand our healthy, grab-and-go options," King said. "Our fresh-cut fruit is a simple yet delicious choice. We offer protein-packed snack boxes, with variations based on what our guests are craving."

The bottom line, according to King, is to combine quality, consistency and innovation when planning foodservice offerings that differentiate you from your competitors — always keeping in mind the kind of store you want to be.

"First, determine who you want to be as a brand and decide what you're trying to accomplish. At Pilot, we strive to be the preferred choice for all interstate drivers," he said. "For decades, our desire has been to offer high-quality and consistent items that create the best guest experience possible. This applies to foodservice, from innovation in creating our offerings to maintaining health and safety standards in our kitchen and displays. Something as classic as our hand-roped pizza crust or center-of-the-plate entrée is the perfect example of innovation, quality and consistency."  Do you want more customers?  Think grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food.

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

Roller Grills Fuel Franchisees Till but leave Customers Wondering

 

Operational efficiencies that save labor while reducing food cost are in demand during times of inflation.  Many fresh food retailers are taking one step back to edify their franchise system adding new roller grill items while asking their fresh food customers just to turn away from the grill and keep buying fresh.

According to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® it is a difficult balancing act; franchisee needing quick profits, and customer migrating to fresher faster food and that does not include the Roller Grill.

Stepping up and taking a big step back, 7-Eleven Inc. inviting customers to enjoy breakfast all day with the launch of its Maple-flavored Sausage, Egg & Cheese taquito a new roller grill item. The new menu item is now available all-day every day for breakfast-loving customers at participating 7-Eleven, Speedway and Stripes convenience stores.

The roller grills at 7-Eleven will be loaded with the breakfast must-haves, 7-Eleven's new Maple-flavored Sausage, Egg & Cheese taquito is a great way to start the day.

Whether consumers have awakened on the wrong side of the bed and in need of a pick-me-up or they are simply in search of a quick, tasty alternative to a sit-down breakfast, 7-Eleven's breakfast taquito serves as the perfect grab-and-go solution for busy customers, according to the retailer. It is made with fluffy whole eggs, savory pork sausage and cheddar cheese sauce, and coated with a sweet maple-flavored batter.

To round out a hearty breakfast, customers can pair the Maple-flavored Sausage, Egg & Cheese taquito with any size of iced coffee for just $1 each.

Robin Murphy, senior director of fresh foods at 7-Eleven, stated, "Here at 7-Eleven, we're always looking for creative ways to expand our menu and cater to our customers' food cravings in ways that maximize convenience," … "Now, with our maple-flavored sausage taquito, customers have a craveworthy on-the-go breakfast at their fingertips, morning, noon or night!"

7-Elevens, 7Rewards loyalty program members, each purchase of the breakfast taquito earns them 100 bonus points. 7Rewards is the popular loyalty program found in the 7-Eleven mobile app, where customers can earn and redeem points on most purchases. Loyalty members can also enjoy three of their favorite grill items and a Big Gulp drink for just $3.

Just like restaurants do, for those who prefer on-demand delivery can order the new Maple-flavored Sausage, Egg & Cheese taquito through 7-Eleven's 7NOW delivery app. Additionally, with the 7NOW Gold Pass subscription delivery service, customers can have their delivery fee waived on more than 3,000 of their favorite 7-Eleven products, including the new taquito, for $5.95 a month. Subscribers with a basket totaling at least $10 will receive additional benefits, such as the option to select a free product, like a free Slurpee drink.

There is a bright spot, as Alcohol delivery, including beer, wine, and liquor, is available in select markets to customers age 21 and older. Roller Grill or not, that is a good thing. The 7NOW delivery app can be downloaded from the App Store or Google Play, or by visiting 7Rewards.com.

Slowly employees are returning to the office, and resuming their morning commutes. This was particularly beneficial to product segments such as coffee, energy drinks and prepackaged food, which all performed exceptionally well in the morning daypart. It is important note franchisees need to make money.  One step back and two steps forward is not a bad thing.

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869

BP Global Growth with Foodservice and Technology

 

The convenience store that once was know as a gas station continues to evolve with consumer relevance today.  That relevance is at the intersection of Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food and consumer focused technology, according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

BP entered a global partnership with Uber Eats, that covers BP stores on the West Coast of the United States, as well as in Australia, New Zealand, Poland and South Africa. Once again highlighting the continued strength and demand for Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food worldwide according to Johnson.

Consumers want what they want and they want it now.  This new partnership with Uber Eats, aims to bring the delivery service to more than 3,000 locations globally by 2025. What this does is elevate the BP branded foodservice to top of mind status with local consumers.  That branded messaging will without doubt drive new electricity into BP brand and food and beverage options globally.

According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.” 

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. 

In a Battle for Share of Stomach

You Can Win

Since BP entered into a new global strategic convenience delivery partnership with San Francisco-based Uber Technologies that extends the companies' existing local arrangements to reach more consumers across the world industry buzz has already increased.

Leaders lead as the old adage goes.  This new partnership makes BP the first convenience retailer to team up with Uber Eats on a global level. The partnership supports the company's goal of growing its access to customers and expanding its delivery footprint in response to soaring demand for food, groceries and everyday essentials brought to the door, according to BP.

Emma Delaney, executive vice president customers and products, BP, stated. "We're thrilled to team up with Uber Eats globally giving us the opportunity to reach many more consumers online in addition to those who currently visit our retail sites. We've seen how the pandemic has accelerated customer demand for delivered convenience and this partnership will allow us to scale up quickly on the Uber platform. And for the first time, we will be able to offer delivery options to existing customers on our own BPme app by the end of 2023,".

 

In case you did not know, BP has 20,500 retail stores across the world and 550 million customers living within 20 minutes of one of those sites, the partners see opportunities for growth. BP stores offer a range of products tailored to local markets, which may include hot and cold drinks, food-for-now options as well as staple groceries, fresh produce and ready meals, plus wine, beer and flowers. 

For example:

·         In the U.K., customers will be able to access a range of Wild Bean Café, and other branded food and products via Uber Eats – with the first 120 sites due live on the platform by the end of June.

·         In the U.S., the offer will be made available to BP's network of independently owned retail locations to support the growth of their businesses. The goal is to make it easy for these partners to sign up to the Uber Eats platform and access benefits based on BP's scale.

Now according to BP, it will benefit from Uber's global brand and operations footprint, technology for dispatching orders and more than 4.4 million drivers and couriers on the platform worldwide.

So, as part of the agreement, Uber Eats and BP will work to introduce delivery options onto BP's app, BPme — initially planned to be available in the U.K., U.S. and Australia by the end of 2023 — powered by Uber Direct. The offer will allow BP to directly connect its customers to delivery riders.

Pierre Dimitri Gore-Coty, Uber's senior vice president of global delivery, stated, "With more than 20,500 locations around the world, BP's reach is enormous — making them critical partners as we pursue our ambitions of helping consumers across the world get what they need delivered to their doorsteps,"... "We are proud to support this next phase of the company's convenience growth through this delivery partnership and look forward to deeper collaboration in the future."

The two companies already work together in mobility with BP providing electric vehicle charging for Uber's ride-hail drivers. They said they will explore other areas for future cooperation in convenience, including opportunities to utilize low carbon delivery methods to fulfill orders from BP sites.

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information. 

Are Roller Grill’s Still Necessary

 

The number one article read on the Foodservice Solutions® blog since 2009 continues to be Roll, Roll, Roll, Away Roller Grill, according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Johnson, and the team at Foodservice Solutions® admits that they downplayed, the intersection of food preparation simplicity and profitability, and looked more at consumers trends and the growing demand under the ‘halo’ of better for you, food options.

That said, there is no doubt that customer trends continue to favor fresh food, fast and the appetite for a simple heated roller grill meal substitute is waning.  Yet, the team at Foodservice Solutions® thinks it important to share the insight from Isabelle Gustafson has to say about roller gills in C-stores today.

Here is what Gustafson had to say about roller grills today: “As the line between c-stores and quick-serve restaurants (QSRs) becomes increasingly blurred, and consumers become more accustomed to made-to-order foodservice, the roller grill is no longer a given.

As with all c-store segments, operators must ask themselves whether the roller grill is the best fit at their locations. So, what sets the roller grill apart from other foodservice offers, and how do you know if a roller grill is right for your c-store?

Space-Saver

The roller grill can be a great option for any c-store, but it’s especially helpful for c-stores with very limited space. A super-small store may not have room for the type of kitchen necessary for made-to-order foodservice. The roller grill provides these types of stores with a solid foodservice option that takes up minimal space.

We know that today’s consumers love customization, and this is where made-to-order foodservice options really shine. But customization can be challenging for operators, especially for c-stores, given their space constraints.

Self-Serve

The roller grill is especially beneficial for stores with not only limited space, but also limited employees.

Because the roller grill is self-serve, it’s a great way to keep labor costs low while still providing customers with a great grab-and-go foodservice option. While, of course, the roller grill must be properly and frequently cleaned and restocked, it’s relatively low-maintenance compared with other offers.

Granted, the pandemic did pose some unique challenge for the roller grill in particular: Amid shutdowns and heightened concerns over food safety, along with regional regulations, some retailers paused roller grill sales altogether. Meanwhile, others were able to bring the segment behind the counter as a way to meet COVID-19 safety requirements while continuing to serve customers.

Grab-and-Go

While made-to-order foodservice is increasingly popular, there’s a reason the roller grill is a tried and true favorite for c-stores: The roller grill is the ultimate convenience — a quick and easy lunch or snack for customers in a hurry.

Roller grill offers also tend to be less expensive than made-to-order foods while still being some of Americans’ favorites.

In fact, overall sales of hot dogs actually rose about 20% in 2020, and total pounds 7% over 2019, according to the National Hot Dog & Sausage Council. In March, at the start of the pandemic’s spread in the. U.S., sales soared 127% in grocery stores specifically before they began to even out.

Dinner sausage sales experienced a similar increase. Overall in 2020, they were up 24% in sales and 15% in total pounds.

Ultimately, while the roller grill can be a great option for any store, big or small, no matter the location, there are a few key indicators to determine whether or not a roller grill is the right fit. As with most things, the answer will likely depend on your particular store’s needs and constraints as well as your specific clientele.

So, that was what Isabelle Gustafson had to say.  Do you know what we are saying today?  Once again, the trend is your friend. Let it go, the halo of better for you will drive more customer adoption than any thing else.

Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter