The roller grill is a c-store staple that plays an important role in any c-store foodservice program.
The first step in any successful roller grill program is quality products, but it takes more than that to drive traffic and excitement for this foodservice category. CStore Decisions is recognizing RaceTrac for its high-quality roller grill program that keeps things fresh with new flavors, condiments, limited-time offerings (LTOs) and more.
At Atlanta-based RaceTrac, which operates more than 550 stores in Georgia, Florida, Louisiana, Texas and Tennessee, classic roller grill styles are featured alongside trending flavors. And roller grill’s price point means customers don’t have to choose one or the other, said RaceTrac Director of Food and Dispensed Beverages Tiffany Plemmons.
“Our guests today are looking for both a tried-and-true offer as well as something innovative,” she said.
While hot dogs are the most popular item overall, RaceTrac sells a lot of taquitos, sausages and chicken roller bites, too.
To offer a greater level of customization, RaceTrac’s roller grill is typically accompanied by a fresh condiment program, which includes fresh tomatoes, onions, pickles, banana peppers and more.
“With our fresh buns and condiment station, they’re able to customize products just the way they like them,” said Plemmons.
However, due to the COVID-19 pandemic, fresh condiments have been temporarily removed.
Plemmons said RaceTrac will typically offer three or four LTOs on the roller grill to drive traffic and excitement for the program.
“The grill is a great place to test new flavor trends,” she said. “In the past year, we sold a Nashville Hot Chicken Taquito in celebration of our entrance into the greater Nashville market, as well as a bacon cheddar hot dog.”
In February, RaceTrac launched the Hillshire Farms Cheddarwurst Sausage, which Plemmons said resonates especially well with RaceTrac’s core customers.
“We are actively sourcing our 2021 roller grill items in our upcoming innovation sessions with suppliers,” said Plemmons, later adding some LTOs and promotions may be delayed or changed due to the impact of COVID-19.
In addition to LTOs, RaceTrac often runs roller grill promotions, creating bundle meal deals with items like bottled and fountain beverages, chips and energy drinks.
While creative graphics and animations on RaceTrac’s social media posts help to draw customers in and encourage engagement, promotions overall are a great way to showcase new products and provide greater value to the customer.
“RaceTrac’s roller grill customers come to us because they know we will always offer a high-quality product at an affordable retail,” Plemmons said. “Whether you are looking for a pairing with coffee to get the morning started, stopping in for lunch or picking up an afternoon snack, our grill’s got something for everyone.”