Despite increasing competition from made-to-order items, roller grill is still a c-store foodservice mainstay. And for good reason. In a recent Convenience Store Foodservice report by Mintel International research company, at least half of the respondents said they had and would order hot dogs or corn dogs at convenience stores.
“I believe that consumers have a better perception of roller grill items at c-stores, which have made major strides in creating a higher-quality foodservice experience,” said Katrina Fajardo, Mintel foodservice analyst.
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One chain that uses the roller grill to create that kind of experience is Cenex Zip Trip Stores. Cenex is a brand of CHS, which includes 1,400 Cenex-branded retail locations, including the network of 70 Cenex Zip Trip locations owned by Cenex.
Calling it “the anchor of Cenex Zip Trip’s foodservice program,” Jon Fleck, merchandising manager, pointed out that roller grill items continue to grow in popularity.
Fleck explained that something as simple as using individually-packaged buns, which Cenex Zip Trip does, can make the difference in how customers perceive the entire roller grill offering.
“Customers don’t have to wonder who’s touching what,” he said.
At Cenex Zip Trip, a condiment bar, with fresh toppings ranging from salsa to sauerkraut, also amps up the quality perception. Introducing new items to the mix is another way Cenex Zip Trip lets customers know it is always focusing on ways to enhance its roller grill. A little over a year ago, Cenex Zip Trip added a pretzel bun and, while the standard bun is still the most popular, customers appreciate having a choice, Fleck said.
Cenex Zip Trip generally has nine items, including a couple of breakfast selections and cheeseburger and chicken Roller Bites, on its roller grills. There is also a limited time offer (LTO), like a cheddar wurst, beer brat or pepperjack dog, that changes every other month.
Fajardo noted that brand names can help enhance consumers’ perception of foodservice offerings. Thirty-two percent of c-store visitors who were surveyed mentioned that it is important to them to purchase brands of foods and drinks with which they are familiar.
Cenex Zip Trip works with Hillshire Farms/Ballpark to provide many of the core items and LTOs and promotes the products by name.
Fleck said he believes that the roller grill enhances the perception of quality and freshness for all of the stores’ foodservice items, including sandwiches and salads. In fact, in some recently remodeled locations, the roller grill has been moved from the back counter with the coffee and fountain to an island closer to the front of the store.
“We have a nice presentation and we wanted to put the roller grill items where customers were sure to see and smell them,” he said.
At present, 64 of the 70 Cenex Zip Trip stores serving Washington, Idaho, Montana, Wyoming, North Dakota, South Dakota and Minnesota have roller grills. Thirty-six of those sites have the new island hot dog bars.
