Recent data from Technomic sheds new light on the top purchasing drivers for roller grill items. The 2024 survey asked 371 C-store consumers who regularly buy from the roller grill to choose their most important food attributes when making their decisions.
Price (60%) and Overall Value for Money Spent (58%)
It’s no surprise the top two responses are related to cost. In today’s economic climate, consumers across every category are more mindful than ever about maximizing value and stretching their hard-earned dollars. They’re seeking items that offer both affordability and quality, especially when it comes to food.
Quality of Food (55%) and Appearance of Food (44%)
The next two answers are all about the eating experience itself. Yes, roller grill choices have to be priced right, but they also must deliver on flavor — and look tasty too. It’s often said that we eat with our eyes, so it’s important to serve items customers will quickly recognize as appealing, not like they’ve been sitting out too long or look “tired”. It’s wise to choose offerings that maintain the “fresh perception” without having to be constantly changed out. Typically, products with tortillas have a longer life before they fail the perception test.
Options Are Easy to Eat on the Go (44%)
Short lunch breaks, kids’ sports practices, morning meetings, traffic… the list of reasons why people are crunched for time goes on and on. Being able to enjoy a hearty meal or snack consumers can take with them is always welcome.
Ability to Customize Food (40%)
People love food options prepared exactly to their liking. “Guac is extra,” has almost become a mantra for consumers wanting things precisely their way. Keeping dipping sauces and condiments next to hot-prepared-food items allows for even more custom flavor opportunities.
The wide variety of Tornados® flavors available means there are plenty of options to keep customers coming back. Morning varieties, spicy options, classics, and innovative LTOs — with easy prep and on-the-go, affordable goodness — are all part of the lineup. Curious how Tornados® can help bring your roller grill the qualities consumers are after? We’re always standing by to talk.
*Technomic Q2 2024 C-Store Consumer Market Brief Report
