I saw recently an (American) reference to a self serving salad bar. In the UK we would call it a self-service bar. To us, self serving - or more likely self-serving - means "in a selfish way", "looking out for number one".

Is that use I saw typical in the USA, or was it perhaps an error?

Well, that was one selfish salad bar!

No, I've only heard as you have, a self-service salad bar. I hope that new usage doesn't catch on.

Sounds like a mistake to me.

Yes, me too. I imagine it meant to read, "Self Serve Salad Bar."