Great American Grillin'

Winter or summer, rain or shine, indoors or out, Americans love to grill. Barbecuing is an integral part of summer entertaining, and a perennial favorite for family get-togethers. And because grilling is a healthier method of cooking, it ties in nicely with today's health-conscious lifestyles.

According to the Hearth, Patio and Barbecue Association, 85 percent of American families and 76 percent of American households have a barbecue grill. In fact, nearly 60 percent of grill owners cook out year-round — and those figures don't even take into account the growing number with indoor models or contact grills.

What does this mean for the gift retailer? Opportunity. While the average gift shop can't (nor wants to) compete with the local home center, hardware store, or patio shop for the bulk of the outdoor grill market, there are other ways to get in on the great American cook-out.

Our fascination with grill cooking offers a golden opportunity to promote "grill-wares," and cross merchandise them with gourmet food products. For example, for customers unable to grill outdoors there are two different types of indoor electric grills. The contact grill has heating elements in both the base and the lid, which closes to cook food on both sides at once, speeding the cooking time and sealing in the juices. The second type of indoor grill features a rack over an electric heating element.

Other grill-wares available to the gourmet goods retailer include essential grilling tools: long-handled forks and spatulas, tongs, and basting brushes. State-of-the-art forks and meat thermometers take the guesswork out of testing a food's doneness, and will appeal to male customers taking on the role of barbecue chef.

But the best prospects for cashing in on the barbecue trend lie in the many gourmet food products that enhance the flavors of grilled foods. "Gourmet-style grilling has spread like wildfire in recent years, across all regions," notes Catherine Bergen, president of Tulocay and Co., a Napa, California, producer of gourmet sauces, marinades, and other specialty food products.

In part, this can be attributed to the knowledge and techniques expressed by renowned chefs, such as grilling expert Bobby Flay, through their cookbooks, television shows, and magazine articles. With such information readily available, Americans are inspired to use their grills for more than just a burger or a hot dog. According to HomeWorld Business, Americans like to combine cultures and cuisines to create diversity in their cooking. Gift retailers can tap into that impulse with a pantryful of gourmet condiments that customers won't find in the supermarket.

Condiments for the grilling gourmet come in three categories: sauces, marinades, and rubs. Sauces are brushed onto the foods before and during cooking to help seal in natural juices and create a carmelized coating. Marinades are generally vinegar- or other acid-based savory sauces in which foods, especially meats, are soaked for flavoring and tenderizing. Rubs are dry combinations of herbs and other seasonings that are rubbed on the outside of foods to add flavor during the cooking process.

Sweet, pungent tomato-based sauces — some with hickory-smoke flavoring added— are the most familiar and the most common of the barbecue sauces, and are always strong sellers. But many gourmet food producers, especially the family-owned enterprises, have gone beyond the ordinary, tempting customers' tastebuds with bolder, more exotic combinations, as well as regional specialities ranging from elegant pomegranate and wine variations to down-home mustard flavors and fiery southwestern hot sauces.

"These days, it seems the hotter, the better," remarks Kellye Wicker, COO of Lillies of Charleston, Charleston, South Carolina, which specializes in traditional southern sauces from family recipes and local ingredients. "While our traditional southern barbecue and mustard sauces have been strong sellers, customers are also looking for more innovative, exotic flavors. We're trying to develop recipes using local fruits, to stay true to our roots."

Tulocay's Bergen adds a less traditional perspective, "In our sauces and marinades, we use global flavors." Tulocay's Yucatan and Shanghai sauces, which present the rich influences of Mexico and China, respectively, exemplify the trend.

Because they offer flavorful blends of different herbs and spices, rubs are particularly versatile condiments. Besides being applied directly to foods, they can also be added to oils, vinegars, or other ingredients to create tangy sauces and marinades. And according to Bergen, "Rubs are hot, hot, hot! [They] add yummy flavor to boring meats." All that without adding a lot of extra calories, fats, or carbohydrates — a critical concern among today's diet-conscious consumers.

Retailers should also keep in mind that gourmet rubs, sauces, and marinades have a life beyond the grill, adding zest to crock pot cooking and even oven roasting. "Throw a rub over a pot roast before putting it in the oven, or drizzle a little sauce over a pork shoulder in a crock pot," advises Catherine Bergen, and it goes from plain cooking to something special. "And you can do a million things with rubs," she adds. "Sprinkle them on salads and eggs, add them to potato salad, add them to pasta … ."

Kellye Wicker agrees. "Sauces, especially mustard barbecue sauces, are great in chicken salad or as a dip."

Many vendors provide recipes with their products. But if you're adept in the kitchen, there's plenty of room to experiment with in these gourmet condiments. Encourage your customers to use their imaginations too, then share the results.

Stocking individual containers of gourmet grilling products allows sales flexibility. But for retailers who make gift baskets, they're a natural for grill-themed baskets that make great housewarming or hostess gifts, as well as corporate gifts for real estate agents or local home builders.

For retailers who don't do gift baskets, many vendors provide prepackaged sets. Some offer a sampling of popular items from the vendor's line, while others merchandise one or two items in a reusable container, or with a practical accessory such as a basting brush. Most of these manufacturers also offer products in individual containers, to capitalize on repeat sales.

To round things out in your merchandise mix and grilling displays, present a selection of aprons and mitts as well as a few recipe books for inspiration. After that, fire up your taste buds, start your registers ringing, and watch your sales' temperature rise … because there's a whole lotta grillin' goin' on.