| Backyard Bistros Catch on in Canada OUTDOOR KITCHENS are NO LONGER a NOVELTY in Canada, where a GROWING NUMBER of consumers have TRANSFORMED their BACKYARD patios and decks into fully functional COOKING AREAS.
Written By Carol Daus
Photography by Peter Lyn
There’s an old adage in business: Sell what you know. Rick and
Joanne Bloye embraced this strategy over seven years ago when they opened Outdoor Luxury, the first company in Canada to specialize in building outdoor kitchens on a full-time basis.
By focusing on advising customers instead of pushing sales, they have watched their Aurora, Ontario-based business grow at a staggering rate. Now, they are known throughout Ontario for their expertise in designing and constructing beautiful outdoor kitchens.
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| Outdoor Luxury specializes in constructing custom-built outdoor kitchens, so each project varies, depending on the
customer’s tastes and budget. |
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| A beautifully decorated showroom helps customers visualize what they can accomplish
in designing their own outdoor kitchens. |
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| Joanne and Rick Bloye, owners of Outdoor Luxury, find many rewards in helping customers
build personalized outdoor kitchens. |
Even before launching their business, the Bloyes became veritable experts in outdoor kitchens by successfully designing and developing an alfresco cooking area for their own home. At that time, there were limited resources available for those who wanted to build outdoor kitchens, so Rick designed and built one himself. After friends and relatives complimented the Bloyes on their outdoor kitchen, they decided to enter a home show; afterward, they were featured in several magazines.
Since they quickly became outdoor-kitchen experts, Rick (a former financial advisor) and Joanne (a former corporate headhunter) started toying with the idea of quitting their jobs and taking their outdoor-kitchen business to a whole new level. This was a huge decision, since they both had secure, lucrative jobs—but in the end, it turned out to be the right decision.
“We absolutely love what we do,” Joanne Bloye stresses. “We never feel that we’re selling something; instead, we feel that we’re educating our customers about how they can transform their outdoor spaces into beautiful (yet practical) areas for dining and entertaining.”
The actual inspiration for the business sprouted from trips that the Bloyes took to the Caribbean, where they love dining alfresco, whether it includes shrimp on the grill or margaritas around the bar. “We wanted to create this type of atmosphere in our own backyard, and we knew that there were plenty of other homeowners who would share our passion,” Bloye says.
Since Outdoor Luxury designs and creates custom-built outdoor kitchens, each project varies, depending on the customer’s tastes and budget. Some customers come to Outdoor Luxury with plans in hand, while others need assistance from the Bloyes in designing every aspect of their outdoor kitchen.
“Many people visualize an outdoor kitchen in terms of a straight line against a wall,” Bloye says. “We show them several options that can work well, such as bringing the unit out from the wall and adding a 45-degree angle and riser bar that will make it look 100% better and will make it more functional.”
Some customers bring in pictures of their backyards, and in many instances, the Bloyes visit their homes to study color schemes; architectural elements; and features such as swimming pools, hot tubs, pergolas, pavilions, cabanas, and stonework. “Many customers don’t have huge lots, so we show them how they can include an outdoor kitchen that will complement their space without dominating the environment,” Bloye says.
Outdoor Luxury is extremely particular about the manufacturers of grills and outdoor-kitchen equipment that it represents. Instead of carrying products from many different manufacturers, as other retailers do, the Bloyes prefer to offer only the best products available at a given price point in terms of construction, features, and service.
To understand which grills are the absolute best, Bloye stresses that dealers need to study product manuals and visit the manufacturers’ factories to learn how the equipment is constructed. “When we first started this business, I would rip apart a grill to find out exactly how everything worked—from the burner and igniter systems to the housing, welds, and cooking grids,” she says. “If I’m going to say a particular grill is the best, I need to be able to explain to customers what makes it the best in its category.”
The Bloyes also look closely at manufacturers’ warranties to determine whether customers will receive appropriate after-purchase service. “Since our customers are in Canada and most high-end grill manufacturers are based in the United States, we need to know who’s going to repair the barbecues after a sale and where the parts will come from,” Bloye says.
The Bloyes prefer to work with manufacturers that specialize in outdoor-kitchen equipment as a first line of business. “If barbecue grills aren’t the main source of a company’s income, we find that that they give these products less attention because they’re secondary lines,” Bloye explains. Outdoor Luxury also selects grills that incorporate infrared technology, since its high radiant heat cooks food in a manner that makes meats juicier and much more flavorful.
As a custom builder of outdoor kitchens, Outdoor Luxury does not compete with Home Depot and other mass-market discount chains; its product offerings are basically all custom built using much better materials than those used in products mass produced for the big-box stores. Outdoor Luxury’s customers desire high-end outdoor kitchens that are unique extensions of their upscale homes, and they spend $10,000 to $50,000 (and sometimes more) to outfit a complete outdoor kitchen.
According to Bloye, the first step in planning an outdoor kitchen is selecting a high-quality grill with a warranty of 10 years or more. The warranty should cover cooking grids, burning systems, housing, and hoods. The Bloyes also recommend side burners—particularly double side burners that can accommodate griddles—so that everything can be cooked outdoors.
After the grill and side burners have been selected, there are numerous choices for the customer to make in fully outfitting his or her outdoor kitchen. Outdoor Luxury has noticed an increased interest in power burners and refrigerators, as well as in icemakers, sinks, beer towers, and warming drawers (besides keeping cooked chicken and ribs hot, warming drawers can even be used to keep towels warm).
Customers are also spending money on pizza ovens, firepits, and outdoor fireplaces. To help customers choose grill products and materials, Outdoor Luxury’s 1,600–square-foot showroom displays outdoor kitchens in several different configurations. The showroom also has a demo kitchen, which is used for cooking demonstrations.
Although the flailing economy has affected most businesses in the home-remodeling industry, Bloye admits that Outdoor Luxury has grown steadily in the past few years. In fact, in 2009, it built its most expensive outdoor kitchen for a client. “The customers most hurt by the recession are generally not our customers,” she notes. “Our customers may have taken hits to their portfolios, but they still have large salaries and beautiful homes, and they still want to buy and enjoy the best.”
To reach this affluent market segment, the Bloyes occasionally advertise in high-end magazines. Besides referrals from designers, landscape architects, and current and past customers, however, the Internet has been Outdoor Luxury’s strongest referral source. As a result, the Bloyes keep their Web site current and include a large selection of photographs showing many different styles and sizes of outdoor kitchens that they have custom built for their clients.
After being in business for over seven years, the Bloyes cannot imagine returning to their former jobs. The rewards of being Canada’s premier builder of outdoor kitchens and grilling islands are immeasurable. “I get excited just talking about barbecues, outdoor kitchens, firepits, and outdoor fireplaces,” Bloye says.
Because customers are so pleased with their outdoor kitchens, they frequently stay in touch with the Bloyes. Many even invite them to their homes for alfresco meals prepared and enjoyed in their own outdoor kitchens. Bloye says, “We’ve become close friends of many of our customers, which is the ultimate reward of running this business.”
PHPR January/February 2010
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