Traeger Pellet Grills

Part
01
of four
Part
01

Traeger Pellet Grills: Competitive Landscape (1)

Rec Tec Grills offers wood pellet grills, cookers, grill accessories, merchandise, and gourmet products. Ray Carnes is the President of the company and it has 73 employees. Z Grills offers wood pellet grills and smokers, oak wood pellets, and grill covers. It is headquartered in Ontario, California, and has 27 employees. Green Mountain Grills offers Prime and Choice grills, hardwood pellets, rubs & sauces, and accessories. It has 74 employees and its annual revenue is $14.8 Million. Detailed information on the three companies is in the next section.

REC TEC Grills

  • The company offers wood pellet grills, Argentina Style Grill s, Gas Wok cookers, hardwood pellets, grill accessories, parts, apparel merchandise, and gourmet, including sauces, salt, olive oil, and rubs.
  • The headquarters are in Augusta, Georgia, and it has 73 employees.
  • The annual revenue for Rec Tec Grills is $14.6 Million.
  • Rec Tec Grills is only located at 2004 Westside Drive, Augusta, Georgia, where the company has a showroom. The company does not use dealers and has chosen to market, sell, and distribute its grills.

Z Grills

  • The annual revenue for the company is $5.4 Million.
  • Z Grills exclusively sells its products using its website and several online and storefront retailers such as Walmart, Amazon, and Home Depot.

Green Mountain Grills

  • The annual revenue for the company is $14.8 Million.
  • The company does not operate any shops but uses dealers across the United States and internationally, in Australia, New Zealand, Mexico and South Africa, to sell its products. These dealers can be accessed by zip, city, or state here.

Research Strategy

We found most of the information required from the companies websites and credible third-party sources. However, we were unable to find the agency of record and the current chief marketing officer for the three companies. To find the companies’ agency of record, we first searched their official website for relevant information. However, this strategy was not successful as we did not find any information on the companies' agency of record.
Our second strategy was to look at the companies’ media guide and find advertising case studies related to the companies as we thought we could find an advertising or marketing campaign that the companies ran that named the agency of record that executed the campaign. This strategy was also not successful.
Our third strategy was to search news and media publications and industry databases such as Ad Age, Ad Week, The Drum, Forbes, and Business Wire as we thought they would provide information about the companies appointing a certain agency of record as its representative. However, this strategy was also not successful as no relevant information was found.

We also did not find the current Chief Marketing Officer for the three companies and c-suite officials for Green Mountain Grills and Z Grills, apart from its founder. To find this information, our first research strategy was to search the official websites for the companies especially the team or company leadership section which are common on websites. We thought we would find a list of the top c-suite executives listed in the section. However, the strategy was not successful.

Our second strategy was to search the social media platforms for the three companies as we thought c-suite executives would be listed on platforms such as LinkedIn, Facebook, and Twitter pages for the companies. This strategy helped us to find information on the President and CFO of Rec Tec Grills on LinkedIn. However, we did not find any current Chief Marketing Officer or c-suite officials for Z Grills and Green Mountain Grills.

Our third strategy was to search for news and media articles in reputable sources such as Forbes, CNBC, QSR Magazine, Business Insider, Huffington Post, New York Times, Crunchbase, and Bloomberg among others. We thought we would find an article or interview featuring the Chief Marketing Officer or other c-suite executives from the three companies. We only found an article in Forbes that featured Jason Baker, the business development person at Green Mountain Grills. Crunchbase also records Jason Baker as the only current team member on the company's profile page. We, therefore, concluded that either the three companies do not currently have Chief Marketing Officers or other c-suite executives or information on the same is not publicly available.
Part
02
of four
Part
02

Traeger Pellet Grills: Competitive Landscape (2)

Camp Chef is headquartered in Hyde Park, Utah, and mainly sells grills, outdoor stoves, and related accessories. Masterbuilt Manufacturing is headquartered in Columbus, Georgia, and mainly sells smokers, grills, fryers, and related accessories. Pit Boss Grills is headquartered in Phoenix, Arizona, and mainly sells a variety of grills, cooking supplies/accessories, vertical smokers, and grill fuel.

Company 1: Camp Chef

1. CMO

  • It's unclear who the current Chief Marketing Officer (which the company calls Director of Marketing) is at Camp Chef because the company was recently hiring for that position.
  • The individual who previously held that position was Ryan Neely.
  • Though Ryan's Linkedin says he still holds that position, that's negated by the fact that (1) the company published a job post for his position three months ago and (2) his Linkedin says that he started that position (marketing director) in December 2016. Accordingly, we can extrapolate from that information that Ryan is no longer Camp Chef's marketing director.
  • However, we were able to find that Jason Nash is the Senior Director of Marketing for Vista Outdoor, which is Camp Chef's parent company.

2. C-Suite Executives

  • Brandon Sparrow is the President of Camp Chef.
  • Craig McLaughlin is Camp Chef's E-Commerce Director.
  • Kent Millecam is Camp Chef's Vice President of Sales.
  • The above individuals were the only C-suite executives we found for the company.

3. Products

  • Camp Chef sells the following products: (1) Woodwind Pellet Grills/Premium Hardwood Pellets/Accessories; (2) Outdoor stoves; (3) Accessories for outdoor stoves; (4) Grills; (5) Smokers; (6) Portable ovens; (7) Flat-top grills; (8) Fire pits; (9) Cast-iron stoves; (10) Cooking accessories; (11) Replacement parts for grills & outdoor stoves; (12) Seasonings; (13) Propane water heaters; and (14) Outdoor movie screens.

4. Agency of Record

  • Though we didn't find an official agency of record for the company, we found that the Harmon Brothers agency produced a video advertisement for Camp Chef in 2017.

5. Headquarters

6. Employee Count

  • According to Camp Chef's Linkedin page, the company has 39 employees.
  • At the time of Camp Chef's acquisition by Vista Outdoor in 2016, the company had approximately 50 employees.

7. Annual Revenue

  • Camp Chef's estimated revenue was reported by ZoomInfo as $38 million.
  • We looked for Camp Chef's concrete revenue amount in Vista Outdoor's 2018 Annual Report, but that revenue was not provided therein.

8. Locations

Company 2: Masterbuilt Manufacturing

1. CMO

2. C-Suite Executives

  • The executives listed below are the only ones we found for the company, other than the previously listed CMO.
  • John McLemore is the CEO & President of Masterbuilt Manufacturing.
  • Don McLemore is the Vice President of Masterbuilt Manufacturing.
  • Glenn Scarborough is both the Chief Operating Officer and Chief Financial Officer for Masterbuilt Manufacturing.

3. Products

4. Agency of Record

  • We didn't find any publicly available mention of who the company's agency of record is.

5. Headquarters

6. Employee Count

  • According to Masterbuilt Manufacturing's Linkedin page, the company has 100 employees.

7. Annual Revenue

  • The company's estimated revenue, according to ZoomInfo, is $98.8 million.
  • Hoover's reported the company's estimated revenue as $125 million.

8. Locations

Company 3: Pit Boss Grills

1. CMO

  • We didn't find a CMO or other C-suite executives for Pit Boss Grills, likely because Pit Boss Grills is a brand of Dansons. In fact, Pit Boss Grills is one Dansons' two key brands (the other is Louisiana Grills).
  • However, we were able to find Dansons' marketing director and C-suite executives.

2. C-Suite Executives

3. Products

  • The following are the products that Pit Boss Grills sells: (1) Wood-pellet grills; (2) Vertical smokers; (3) Charcoal grills; (4) Gas grills; (5) Cooking tools; (6) Grill covers; (7) Cast-iron cookware; (8) Grill fuel; (9) Spices; and (10) Apparel.

4. Agency of Record

  • We didn't find a publicly stated agency of record for the company.

5. Headquarters

6. Employee Count

  • According to Pit Boss Grills' Linkedin page, the company has between 51 and 200 employees.

7. Annual Revenue

  • Pit Boss Grills' estimated revenue, according to ZoomInfo, is $12.6 million.
  • A 2019 article reported the company's annual growth at between 100% and 300%.

8. Locations

Research Strategy

The only data point we couldn't find was the agency of record for each company. We looked for that information in three ways. First, we looked for articles that might have provided that information about the companies, in sources such as AdWeek. The only mention of any agency for any of the companies was the creative agency that Camp Chef worked with back in 2017, which we included (though it is not described as the agency of record). Second, we looked at company job posts to see if the agency of record was named therein. The only reference to "agency of record" was in a Masterbuilt Manufacturing job post, but that agency was not named. Third, we searched each company's website for that information (including their parent companies as applicable), but there was no mention of an agency of record therein.

With regard to all the information that we were able to find, we found most of the information about the companies' products and headquarters through their websites. The employee counts we provided came from each company's Linkedin, as that was the best source we found for that information. We also found many of the CMOs and C-suite executives via Linkedin. Estimated revenues for the companies came from business databases such as ZoomInfo and Hoovers.
Part
03
of four
Part
03

Grill Industry: Market Size and Growth

The outdoor grill market size for the U.S. is estimated to be $2.48 billion and has grown at a CAGR of 19.05% since 2016. The indoor grill market size for the U.S. is estimated to be $408.42 million and has grown at a CAGR of 4.78% since 2015.

Outdoor Grill Market Size

  • The U.S. outdoor grill market is expected to grow at a CAGR of 2.4% to reach $2.6 billion in 2021.
  • This means that the market sizes can be calculated for each year between 2021 and 2019 as follows.

Indoor Grill Market Size

Historic Growth — Outdoor Grills

  • In 2016, the U.S. market size for grills and barbecues was $1.47 billion.
  • By using a CAGR calculator, this would mean that between 2016 and 2019, the grill market in the U.S. grew at a CAGR of 19.05%.

Historic Growth — Indoor Grills

  • In 2015, the U.S. market size for indoor grills was $355.01 million.
  • By using a CAGR calculator, this would mean that between 2015 and 2018, the indoor grill market in the U.S. grew at a CAGR of 4.78%.

Research Strategy

To find the market size and growth rate of the grill industry in the U.S., we began by searching for official market research reports from companies like Fredonia Group, MarketsandMarkets, IBISWorld, Statista, and others. We found that the market is divided into two main segments: outdoor grills (and barbecues) and indoor grills. Since it was not specified as to which segment was desired, we provided statistics on both. Unfortunately, the 2019 market size was not available for either outdoor or indoor grills, but we were able to find the outdoor grill market size and CAGR for 2021 and the 2018 market size for indoor grills. The data points for outdoor grills allowed us to calculate the 2019 market size. Then, we were able to find the 2016 market size, which allowed us to use a CAGR calculator to pinpoint the historic growth rate between 2016 and 2019. For indoor grills, we decided to use the 2018 market size and the 2015 market size, both of which were available through Statista to calculate historic growth. We again used a CAGR calculator to ensure the precise growth rate was found.

Calculations

The 2019 market size for outdoor grills was calculated as follows:
Part
04
of four
Part
04

Grill Industry: Trends

Current trends impacting the grill industry in the United States include the growing usage of gas barbecue grills, charcoal grills, and distinct colors and designs of barbecue grills and accessories to attract consumers.

Gas Barbecue Grills

Colors and Designs of Barbecue Grills and Accessories to Attract Consumers

Charcoal Barbecue Grills

Research Strategy

To establish the current trends impacting the grill industry in the United States, we leveraged a compilation of sources including business reports such as Business Insider, industry publications such as Fact.MR, media websites such as Mashable and news articles such as TheChicagoSentinel. After scouring through these sources, we were able to find pre-compiled data on some trends impacting the grill industry in the United States which was publicly available. We made sure to use recent sources most of which are 2019 publications to get the most relevant and accurate detail on the trends.

The companies that have successfully implemented these trends were not included in the pre-compiled data. This prompted the research team to further probe these trends to find out which companies have been successful in using or leaning into these trends. In doing so, we were able to identify products by three top manufacturers in the US grill industry (Weber, Traeger grills and Broil King) that relate directly to the trends addressed above.
Sources
Sources

From Part 01
Quotes
  • "We are located at: 2004 Westside Drive, Augusta, GA 30907. Come see us in our showroom!"
  • "No dealers in this family! By electing to market, sell, and distribute our grills ourselves we’re able to offer our REC TEC family members unmatched value of 30%+ in savings that you wouldn't get if you bought our grills in big box stores. In order to maintain our customer first reputation and having the “best bang for your buck”, we can’t afford to add dealer profits to your purchase price."
Quotes
  • "The dealer network is expanding and GMG products can now be purchased in Australia, New Zealand, Mexico and South Africa. "
From Part 02