Bull Outdoor Products has done exceptionally well by offering value-priced products with the features and quality of high-end brands.
Written By
Kimberly Rodgers
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The Fire Wall is also available with a water element. |
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Bull Outdoor Products is now offering carts for two of its best-selling grill heads, the Brahma (above) and the Angus |
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The new outdoor-rated, stainless-steel
refrigerator from Bull Outdoor Products |
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A new charcoal grill, the Bison, features
air-control vents on the hood and firebox. |
The enthusiasm in Frank Mello’s voice is apparent as he talks about what he sees as the still-growing interest in creating an outdoor room—and in the new offerings from Bull Outdoor Products, Inc.®, that meet that demand. “There are still plenty of people who want an outdoor kitchen,” Mello, vice president of sales and marketing, says. “I always like to say 85% of Americans barbecue, and 100% who barbecue want an outdoor kitchen.”
Bull Outdoor Products is noted in the industry for manufacturing high-quality outdoor-living products—from islands and grill heads to fireplaces and firepits—that offer straightforward installation and value-driven prices. The company’s new grill carts are no exception.
“We’ve added carts for our two best-selling grill heads, the Angus and the Brahma,” Mello says. “The cart is very easy to assemble. It comes in one piece; you put four casters and two shelves on it, take the grill out of the box, slide it into the cart base, and it’s good to go.” If the customer decides to purchase a Bull Outdoor Products island at a later time, the grill head can simply be moved from the cart to the island. “It gives consumers a new ability to upgrade,” Mello adds.
An industry leader in selling superior grills that are built to last, Bull Outdoor Products is adding some innovative new models to its lineup. The Bison, a 30-inch stainless-steel charcoal unit with a cart, features air-control vents on the hood and firebox, giving the consumer controlled charcoal grilling. “We had an expert test it for months, and we spent a lot of time on the charcoal head, setting it up so that the coals can be shut down when cooking is finished,” Mello says.
Bull Outdoor Products will also be introducing a high-end portable camping/tailgating grill for 2010. “It will have more cooking power and features than you would normally see in a typical camping grill,” Mello says. Manufactured in all stainless steel, the new model will include “all the fancy features of our bigger grills, but toned down,” he says.
While the suggested retail price of $399 falls at the high end (for the portable-grill market), Mello believes that the reception will be strong for the new grill. “The demographic characteristic of our customers is that they want nice things,” he adds.
Mello says that the element of fire continues to be a popular part of the outdoor room, and it is a feature that more homeowners are requesting. Introduced in 2009, the Fire Wall from Bull Outdoor Products adds style and warmth to any outdoor space. Prefabricated construction and a door for access to the propane unit allow easy placement where the homeowner desires.
The soothing effect of running water plays a prominent role in creating a calming outdoor escape, and Bull Outdoor Products is meeting that need with its Fire Water Wall. “Water dribbles down the back of the ledgestone, so you can run the water during the day, and at night, light the fire,” Mello says. “Both walls have been fantastic sellers for us, and they give us access to lawn and garden centers, which typically sell a lot of fountains.”
Outdoor island accessories continue to be snapped up by consumers who want the same conveniences of indoor kitchens in their outdoor ones. For 2010, Bull Outdoor Products is introducing a full stainless-steel refrigerator that is outdoor rated.
Offered as an upgrade item for Bull Outdoor Products islands, the new refrigerator will be especially popular in parts of the country with extreme temperatures. “In areas where it is super hot, the refrigerator can take drinks down to 32 degrees,” Mello says. The front-venting feature of the new model will allow it to be used in more applications than the company’s current outdoor refrigerator.
A pioneer in the concept of manufactured barbecue islands, Bull Outdoor Products continues to dazzle the industry with new models. In 2009, Bull Outdoor Products introduced two new designs, the Leisure Q and Luxury Q, which are already among the company’s top five best-selling islands.
A year ago, in order to consolidate both product-storage and production operations, Bull Outdoor Products relocated to a new facility in the Southern California city of Rialto. The new site consists of two buildings (totaling 75,000 square feet), with half of the space used for warehousing and distribution and the other half dedicated to island manufacturing. “We tailor-made this place to work for us. The facility we were in before was not very efficient for both production and warehousing,” Mello says.
As of March 1, Bull Outdoor Products will also be opening a new 20,000–square-foot facility in Athens, Tennessee, devoted to island manufacturing and distribution. Bull Outdoor Products already had production operations in Tennessee; however, the new location will now give the company shipping capability. “This will mean better access to the East Coast, and shipping costs to our dealers will come down,” Mello says.
Consumers are spending their dollars creating outdoor rooms, but Mello believes that the trend is for buyers to look for value and quality, rather than the most expensive product. “Our product is positioned at a value price in a premium product category,” he says.
With all the same features and quality (including a stronger warranty) found in high-end brands, Bull Outdoor Products is well positioned for the future—and so are its dealers. “I think a lot of people still want an outdoor kitchen, but instead of spending $50,000, they are going to spend $15,000,” Mello predicts.
PHPR January/February 2010
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