Read the role and don't attack until after it's done. It's much more doable than in Brawl due to dash dancing, dash canceling, and rolls not being ridiculously fast.
Stay back a little and don't attack when approaching, and see how and where they roll depending on their stage position. Typically, roll-heavy low-level players will roll away, toward the ledge, if they are near the middle of the stage, and will almost definitely roll toward the middle if near an edge, but that may not always be the case. Just pick up on their patterns and adapt to them. When I see someone's rolling patterns, it's incredibly easy to run at them, let them roll, keep running, and punish them with a grab. Remember that when someone is rolling, it means they are afraid of the possibility of a grab or shield break, so keep in mind why your opponent is doing something to better handle it.
Jumping is a perfectly fine substitute for rolling as Falco, as is sidestepping into a shine.