“Let It Roll” by Terri Allan in the June 2024 issue of NACS Magazine.
In the Jun 2024 issue of NACS Magazine, Terri Allan discusses the continued important of roller grills in the convenience store foodservice space and how the importance of presence is backed by data:
“[A] recent survey of 2,500 consumers by sausage and hot dog provider Johnsonville, 71% said roller grills in c-stores are “very important” or “extremely important,” said Kim Main, senior director and general manager, foodservice. When asked why, respondents said that they like that they can see the product in advance, pick the product they like best and customize it it their specifications. Moreover, according to Main, 40% of respondents noted that “they can’t get the roller grill experience anywhere else.” (Emphasis added.)
An experience that you can not find else is a pretty strong reason to have a roller grill. Additionally, Sandie D. Ray, a vice president at Ruiz Foods, noted that some convenience stores have received “backlash from guests” when they’ve removed their grills.
The article also indicates that Food Concepts, Inc (owner of RollerGrill.com) and “marketer of roller grills and other foodservice equipment” says that “as recently as 2019, well over two-thirds of all c-stores featured roller grills.” Despite the issues caused by the COVID-19 pandemic, “the segment remains an important contributor to c-stores’ bottom lines.”
Additionally, Allan highlights that roller grills have the added benefit of encouraging add-on sales. Since the roller grill item is one thing instead of a “full meal,” it is more likely a customer will add an additional item such as a “high-margin fountain drink or a candy bar.”
The PanelRak Modular Organizing System is a great way to organize condiments and add-on items for your c-store’s foodservice area.
The article wraps up with a reminder that even though the roller grill is a unique, sought after option at c-stores, you still need to be sure to market it to your customers just as you would any other category: “marketing at the pump, bundle offers, “two fors” and point-of-sale materials.” And that “condiments and a fully stocked condiment bar can go a long way in helping merchandise the roller grill.”