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| Carol Daus - Editor |
Whether you carry a few grills and barbecue accessories or offer a full-service outdoor- kitchen business, this is an excellent time to capitalize on people's love for outdoor cooking. May is National Barbecue Month, which means it's time to break out the grills! With summer approaching and holidays such as Memorial Day and Father's Day in the offing, there's no better time to promote the appeal of cooking outdoors.
Leslie Wheeler, Hearth, Patio & Barbecue Association communications director, says, “Across North America, people love the tradition of summer cookouts. It's a great activity that creates affordable fun, especially at a time when consumers are choosing to eat at home more often.”
Not only are they eating at home, but they're vacationing at home as well. As consumers continue to fret over the economy, they're swapping high-priced vacations for staycations, and this has been a boon to outdoor retailers. Although interior home remodeling is off now, compared with the years leading up to the recession, the Wall Street Journal recently reported that the one area of the house that continues to gain in popularity is the outdoor kitchen or outdoor-entertaining area.
Paul Pietrowski, owner of Outdoor Kitchen Creations in Richmond, Va. (see page 24), has witnessed this growth in his business. He notes that the outdoor area (complete with pavers and furnishings) is the least expensive area to develop in a home, at approximately $60 per square foot, compared with the interior area, which runs about $150 to $200 per square foot. He sums it up perfectly when it comes to outdoor areas, saying, “You can have more fun, entertain more people, and create better-tasting food for less money.”
As you talk to customers attracted to your barbecue offerings, the HPBA suggests that you encourage them to:
- evaluate their grills and consider replacing them if they have rusty or wobbly legs, or if the manufacturer's safety guidelines are not being met;
- consider placing a heat-resistant grill pad or splatter mat beneath their grills to protect their decks or patios from any grease that misses the drip pan;
- make sure that they have enough fuel, such as a full propane cylinder or bag of charcoal;
- purchase accessories that will make the difference in the appearance and taste of grilled food; and
- grill foods other than meat—for example, grilled stone fruit is a deliciously light dessert for a summer evening; simply place halved peaches, plums, nectarines, or apricots on the grill for about 3 to 4 minutes and then serve them with ice cream or frozen yogurt.
National Barbecue Month is also an excellent time to kick off frequent cooking demos that will attract shoppers and increase store traffic. The tantalizing aroma of meat cooking on the grill is irresistible, even to people who intended to hurry on past. Be sure to promote, both in the store and in your advertising, the fact you'll be conducting demos. Since the purchase of barbecue products is an emotional sale, be sure to create appealing in-store displays that feature sauces, rubs, and wood chips, as well as accessories such as basting brushes, cutting boards, thermometers, and long barbecue mitts. These items will boost your sales, since they are typically impulse buys.
Regardless of the merchandising strategies you use, remember to focus on what makes grilling fun. Show how these products will enhance your customers' lives by encouraging social gatherings and relaxation. There's no better way to spend a warm evening than cooking outdoors with family and friends. In my opinion, the summer's best pastime is the backyard barbecue!
Carol Daus
Editor
carol@peninsula-media.com
PHPR May/June 2009
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