IT'S not your grandfather's rib-charring BBQ and wooden picnic table anymore. The nice cabinet-enclosed grill is even having to roll aside for something more. The outdoor kitchen may have made its debut as a completely custom, lavish expense for the rich and famous, but is now becoming a component-based specialty item that is affordable to the rest of us.
Backyard entertaining has come a long way since lawn chairs and a charcoal grill. Costs of outdoor kitchens retail from $3,000 to around $15,000 (unless someone wants it all and then the sky's the limit). Designs and components run the gamut from simple and functional to extravagant appliance-loaded structures.
Outdoor kitchens are finished in tile, marble, stucco, brick, rock-you name it. Just about any material you can think of is now available. There are grills that sear, rotisseries, beer taps, wine refrigerators, mounted blenders, pizza ovens, etc. If you can think of it, it's probably out there
People are spending more time than ever entertaining at home. They want all-season use of their backyards. Outdoor kitchens provide just such a setting for making the best use of that "extension of living space" that used to be called the yard. Consumers want more and better, and they are willing to pay for it. Consumer Reports estimates around 1.5 million outdoor kitchens are installed each year. Now that's a lot of steak!
If you are on the fence about whether to start carrying outdoor kitchens, know that they will absolutely boost sales in other departments of your store. Think about it: an outdoor kitchen has power, gas and water requirements. Consider, too, that you sell materials for decks and patios. A patio sounds like a great place to plant an outdoor kitchen! Plus, you can also provide the tile or marble for outdoor kitchen countertops, either by carrying it directly or by making arrangements with local suppliers.
You already carry many of the supplies needed for a great outdoor kitchen. The customer is already in your store, so they are very likely to make all those purchases from you so long as you make it convenient for them. (Pssst. as long as their wallets are open, go ahead and get a quality line of BBQ tools, stainless cleaners, and a good grill cleaning brush.)
The Display
Where do you display an outdoor kitchen? Why, outdoors of course! This does a number of things. First, customers have to walk by it every time they enter your store.
Next, it's a perfect set-up for those occasional contractor breakfasts, hot dog lunches, and power tool demos. It also provides a logical setting for that bit of patio furniture that you display. Build it so it makes the customer feel like it's the real thing, a place they can see themselves in and enjoying
Manufacturers
Note that since outdoor kitchens live, well, outside, quality really matters. For example, when you open up a cabinet door, you don't want to be showing potential customers fiberboard on the inside-it won't hold up. You must also watch the grade of steel and thickness used in the manufacture of components. The cheaper stuff will be bright and shiny in your store, but your customer's face won't be bright and shiny a year later when he tells you about his rust problems.
As with any popular item, there are many manufacturers of components. An Internet search for "outdoor kitchen" will turn up a bunch of suppliers. Some are good, some are not. Do a little research. Try looking to trade associations, such as the Kitchen & Bath Association and the Hearth Patio & Barbecue Association.
Consumers today want all-year-long use of their outdoor living space. Just keep them interested in improving their backyards, and you'll have customers for life.
- Diana Hanson is co-owner of deck contractor Woodpile Construction, Meridian, Id., and Deckit deck spacer maker Woodpile Products. Active in the North American Deck & Railing Association, she frequently writes for industry publications. Reach her at diana.hanson@gmail.com.