“Our business is not about selling grills and accessories,” explains Managing Director Frank Miedaner. “We provide solutions and ideas for an outdoor lifestyle. There is an increasing trend towards outdoor activities. The furniture industry also responds to this trend and keeps developing more and more outdoor products. We organize many promotional events in order to show people what is possible, to inspire them to create their own outdoor world. For example, we established a barbecue academy, our Weber GrillAcademy Original. Here, you learn from professionals everything you need to know to have a great barbecue experience.”
The product world of Weber boasts a wide range of charcoal, gas and electric grills and a huge assortment of accessories from tongs to gloves and dishes through to cookbooks. The portfolio offers entry-level products as well as prestigious and professional equipment. For example, a charcoal grill is available starting from 90 EUR.
The product world of Weber boasts a wide range of charcoal, gas and electric grills and a huge assortment of accessories from tongs to gloves and dishes through to cookbooks. The portfolio offers entry-level products as well as prestigious and professional equipment. For example, a charcoal grill is available for about 90 EUR.
The Gourmet BBQ System, which is included in almost all Weber grills, is one of the latest innovations. A hole in the cooking grate allows you to insert a pizza stone, a wok or a Dutch oven. This way you are able to prepare everything you would traditionally prepare in your oven or on your stove.
Thanks to its uncompromising quality approach and the perfect combination of functionality and design, Weber has become a synonym for high-end barbecuing. The company is also recognized as a trendsetter in the market.
“We always have our ear on the market and get to know about new trends and demands early,” says Mr. Miedaner. “Currently, there is a strong trend towards gas grills. It is much quicker than charcoal grilling and requires less preparation. Smoking is also becoming very popular. Here, we offer several special recipes with hickory or whiskey flavours.”
Grilling at low temperatures is another new trend. For example, pulled pork which is roasted between eight and nine hours is becoming very popular.
In the USA, it already is a bestseller. In Europe, it is still quite new, but the number of fans keeps increasing. Due to the growing number of vegetarians and vegans, there is strong demand for recipes without meat, too. Grilling is not a men’s domain anymore, either. It is becoming increasingly popular among women.
The US-based parent company was founded in 1952 by George Stephen, who was also the inventor of the kettle grill. Before that, he had worked as an engineer in a buoy factory (Weber Brothers Metal Works). The young company prospered, and in the 1980s, Weber introduced the first gas grill. In Europe, Weber took its first steps with distributors.
The US-based parent company was founded in 1952 by George Stephen, who was also the inventor of the kettle grill. Before that, he had worked as a welder in his father’s buoy factory (Weber Brothers Metal Works). The young company prospered, and in the 1980s, Weber introduced the first gas grill. In Europe, Weber took its first steps with distributors.
Finally, the management decided to establish a subsidiary in Germany in order to look after the continent. Weber-Stephen Deutschland GmbH was established in 1999.
In the beginning, Weber focused on teaching “covered grilling”, brand building and distribution set up. “We discovered that the German grill market was still in its infancy,” says Mr. Miedaner. “Filling stations used to sell cheap grills.”
Today, the German company has around 125 people on the payroll and achieves annual turnover of three digit million Euro amount and rising.
The German subsidiary looks after six regions: Germany, Austria, Switzerland, Czech Republic + Slovakia and Poland which is EMEA Central.
In the coming years, Weber aims to enhance the entertainment and lifestyle aspect of its marketing in a strategy described as edutainment.
“Our GrillAcademy will play a central role,” explains the Managing Director. “Today, we have around 50,000 participants plus the guests at our live shows within our retail partners. Altogether, this adds up to around 80,000 guests. By 2016, we would like to have around 100,000 guests a year.”
Weber recently entered into a partnership with FLP. “Now we are able to offer a food assortment for the retail market, including fresh meat, sauces, spices and more. We call this assortment the Weber joy-of-grilling range for the food retail market. This is a great opportunity for us to get closer to consumers and enhance our brand awareness. It is our vision to make them understand the Weber brand as a synonym for outdoor culture.”
In this issue: Brouwerij Anders! NV – Pushing the boundaries of Belgian craft beer / Mozart Distillerie Gmbh – Your chocolate moment / Gloria Maris Groupe – Breeding healthy and high-quality fish / Caseificio Longo Srl – The artisan cheese company / Fromagerie Biologique de Vielsalm – Pure nature, pure taste
To read an article from the print version of the magazine online, please enter the webcode at the bottom of the page in the box below.