FRONT END Profile
The interior of the store includes a seating area with space for 40 guests that includes four tables as well as seating along a bar.
and ‘80s tunes, with other genres mixed throughout. “It’s just very upbeat, and it makes you feel good when you’re in there,” Lawson said. “That ties along with the feel of the place, which is unique. It’s higher-end.” Roaster’s Market boasts entirely touch-free restrooms, including touch-free toilets, faucets, soap dispensers and towel dispensers. The restrooms feature airport-style doorways and subway tile walls. The entire Roaster’s Market lot measures eight-tenths of an acre, with the forecourt featuring four gas pumps. Roaster’s plan for a future second location includes space for eight gas pumps. COFFEE AND ROTISSERIE
The Roaster’s Market concept began to take shape with two ingredients: craft coffee and restaurant-quality food. After researching typical c-store food on the East Coast and following the offerings of well-known, established stores, Lawson decided the Roaster’s brand would be known for its made-to-order food.
The Roaster’s Market concept began to take shape with two ingredients: craft coffee and restaurant-quality food. 18
CSTORE DECISIONS •
October 2021
Roaster’s uses technology to allow customers to build their own meals. “I wanted everything fresh, and I wanted the highestquality ingredients,” Lawson said. The foundation piece in its menu is rotisserie. While traveling to the Reading Terminal Market in Philadelphia, Lawson found a long line at the back of the building leading to a kiosk that had a rotisserie barbecue offering. The company, which had multiple Pennsylvania locations, was ‘rotissering’ its food offerings, from chicken pieces to corn on the cob, carrots and potatoes. One item, a jumbo chicken wing, specifically inspired the rotisserie-style Roaster’s menu. “Chicken wings are just the biggest rage right now,” said Lawson. “It doesn’t seem to be slowing down at all. And this would be a nice, healthy take on it. And so we said rotisserie is going to be our cornerstone piece on how we’re going to prepare most of our proteins.” When building the Roaster’s menu, coffee was another item that took the Roaster’s team traveling; they found their beans in Austin, Texas. Roaster’s coffee is made to order and high-quality with a barista experience. “And (with) those two components, between the coffee bar and the kitchen with the rotisserie, we came up with the name Roaster’s Market — Roaster’s tying both to the bean and also tying to the method of cooking,” Lawson said. Along with the rotisserie, other food options include corn, french fries, sweet potato fries, chicken salad, fried okra, fried mushrooms and quinoa. One of Roaster’s biggest sellers is its sandwiches, particularly breakfast sandwiches. Combos are also options, such as a made-toorder sandwich with a fountain drink and Roaster’s chips. “We have our own special kind of seasoning and rub, which has been a really fun part of the process, that we put on for chicken or turkey or corn,” said Lawson. “One thing that pairs really well with pretty much anything, any entree that we offer at the store, is our Roaster’s chips. They are freshly made potato chips with
cstoredecisions.com
