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Barbecue Bits--Information Resources, Inc. reports that sales of barbecue items like charcoal, frankfurters, soft drinks, beer, ketchup, mustard, disposable plates, baked beans, and potato chips increase dramatically near the Fourth of July holiday. "The Fourth of July is one of the biggest opportunities of the year for many manufacturers and retailers," said Larry Burns, IRI senior vice president. "The challenge for us is to help them prepare for the holiday by identifying the products likely to be most in demand, thereby avoiding missed sales opportunities." Contact: Ray Wisbrock, PH: (312) 474-3440.
--Barbecue equipment continues on its upscale climb, according to Barbecue Industry spokesperson Donna Meyers. Weber-Stephen Products, traditionally known for their charcoal grills, have recently introduced a deluxe gas model that retails for about $3,000. Before 1986, Weber's most expensive grill sold for $199. In addition, Williams-Sonoma is selling an "island" model for $8795, complete with a four-foot wide grill and a backsplash decorated with Italian tile. "As recently as 1993, best sellers topped out at $299," said Meyers. "Now, the $400-$700 category is the growth category." Source: Albuquerque Tribune, 7/29/98.
Competing With The Big Guys
by Larry Gerber
Let's face it. It's getting harder and harder for small speciality shops to compete with megastores. For many consumers who are short on time, it might seem like a good idea to pick up a new grill while picking out flowers and plumbing supplies. But is it? What shoppers might save in time, they often loose in information and service. This month I interviewed guys who run thriving barbecue speciality shops to find out their secrets on how not only to compete, but to succeed against the big guys.
All three of the barbecue-retailing experts I interviewed agree on the following things. First, consumers want the latest gadgets and accessories to assist them in cooking outdoors. Second, education about the product and stressing to the customer the easeofuse and convenience of grilling factors highly into whether the customer purchases or walks out the door. Third, exceptional service is your biggest weapon. Service is extremely important because the customer does not want to be left "holding the bag" after the sale, and frankly, most big stores lack in this area. Fourth, they all agree that great selection is a must.
Brian O'Donnell of the BBQ Pit retail store located in the upscale Lincoln Park neighborhood of Chicago, informs me that business is booming at his place. "What we are seeing in this grill market is people are getting smarter and better educated about the product they are considering to purchase. They are treating it as an investment in leisure living." As Brian tells it, "Gone are the days when the customer buys a grill and leaves it in the back of the house, uncovered, until it rusts. Consumers obtain the required information about the grills and accessories from the Internet and trade publications like Fiery Foods Magazine and others so they can make an informed choice in equipment," he says.
The 1500 square foot showroom of the BBQ Pit is a store within a store that features Weber products exclusively. "The market we are seeking is from an upscale consumer who wants stateoftheart in grilling equipment. We only market Weber products, and the people at Weber at this point in time are seeking to keep their target market at the upper end of the spectrum with the development of a new series of gas grills. We also market the complete line of Weber accessories to complement the complete line of grills," says Brian.
"We know barbecues, grills and the accessories to go along with them better than any other retailer does, in my opinion," says Blake Schiller, manager of the Outdoor Cooking Store located in suburban St. Paul, Minnesota. The Outdoor Cooking Store has over 2,500 items in inventory, ranging from smokers and smoking chips, to fine barbecue sauces and rubs. "Whether you barbecue once a month or once a week, if you like to barbecue, you'll love what we have to offer," he says.
"Explaining to the customer the uses of the products we carry is something we believe in highly," says Patrick O'Donnell of Hearth & Home Furnishings of Mount Prospect, Illinois. In business since 1971, Hearth & Home stocks many of the "bigger names" in grills and barbecues such as TEC, Weber, Hasty Bake and the Cajun Grill lines. Family type sales are what Patrick refers to as his major marketing of outdoor cooking products. "Carrying only the best products available in the marketplace is of the utmost importance to us," he states. Many of Hearth & Home's customers have been past customers or referred to the store by others who have purchased from them in the past. "For us, gone are the days of loss leaders," says Patrick. "Many stores in this marketplace sell grills as loss leaders, such as hardware stores. Then they make their money on the charcoal sales."
"As a large barbecue specialty and related accessories retailer we carry more quality name brand barbecue products year round, including our housebrand Lyfe Tyme Smoker Pits," says Blake. While many consumers flock to their local Lowes, WalMart or Home Depot to find outdoor cooking equipment, they aren't necessarily buying there. "Just the opposite," he says. "Many of our customers go to the larger home centers to check prices and then come into our place of business to purchase their grills; our staff is knowledgeable, and our customers would rather buy from an educated salesperson than from someone who also sells topsoil or mulch."
In addition to specialists, customers also want accessories. Gadgets, sideburners and barbecue pits are the rage. "People want to extend the kitchen outdoors," says Brian. With more and more woods such as chips and chunks in many unusual flavors, the consumer is demanding a large selection. "We carry over a dozen varieties of flavors to enhance their outdoor cooking experience, and we educate the customer in the uses for both charcoal or gas-fueled units," states Blake.
There you have it. Service after the sale, educating the customer, stateoftheart gadgets and accessories, and a wide selection of products are the key. Remember, as in any business, service in barbecue retailing is what people want. Go get those customers!
Larry Gerber is President and founder of Barbeque Man™, Inc., an Illinois based company. He is a food writer and columnist for the Northwest Herald Newspaper, an editorial contributor to On The Grill Magazine, Chicago area reporter for USA Smoke BBQ News, a radio talk show host of the Barbeque Man Hour on WEPS 88.9FM, as well as a commentator on other radio shows. Currently Larry is the producer/host of Culinary Adventures, a Chicago area television show. You can reach him by phone at (847) 2894477 or via his Web site.
