Griddlers Can Buy Endless Accessories from Smashburger Sets to Professional Breakfast Kits
Blackstone Products released its flagship outdoor griddle in 2008 to great fanfare from grilling enthusiasts who were seeking new culinary experiences. In this brand strategy example, we’ll see how the company has captured more Griddler dollars through a large array of product extensions.
Sixteen years after releasing its first griddle, the Blackstone brand is trendier than ever. The privately-owned company is based in Logan, UT, headed by CEO Roger Dahle. He’s also the inventor and patent-holder for the brand’s griddle technology (The company’s official name is North Atlantic Imports, Inc., DBA Blackstone Products).
Brand Strategy Example:
Get to Know Blackstone Products
Financials for Blackstone Products are hard to come by, but here’s the latest I could find, from 2021, reported by Business Wire:
“Full Year 2021 Financial Highlights (Preliminary and Unaudited). Net Revenue increased 65% to approximately $484 million, compared to $293 million in 2020. Gross Profit increased 74% to approximately $98 million, compared to $56 million in 2020. Adjusted EBITDA increased 120% to approximately $70 million, compared to $32 million in 2020.”
Also, in 2022, White Oak Global Advisors, LLC provided the company with a $75 million loan to support business growth. It seems reasonable to conclude that the company is good financial condition.
The core of this brand strategy example is the Griddle, which comes in a variety of sizes and configurations. The table below gives an idea of the many options Griddlers have, starting with entry-level griddles. Prices given are current on the company website, but Blackstone has a large retail distribution with varied pricing structures.
| Blackstone Griddle Name | Griddle Description | List Price on Company Website |
| 22” Omnivore Tabletop Griddle | Small, portable griddle that sits on a table. Suggested for use when camping or tailgating | $159.00 |
| 28” Omnivore Griddle | A smaller, less-featured griddle perfect for the beginning Griddler | $249.00 |
| 36” Original Omnivore Griddle w/ Hard Cover | The original flat-top cooking station with all the thoughtful details that inspired brand loyalty in the first place | $399.99 |
| 28” XL Griddle w/ Hood | Three powerful burners in a small space for more cooking power, plus a hood to cover while cooking | $449.00 |
| 36” Griddle with Pizza Oven/ Air Fryer | It has all the cooking options Blackstone offers in one compact unit. | $999.00 |
| Select 36″ Griddle W/Cabinets | Encased in stainless steel, this product looks more like a traditional grill, with cabinets and shelving | $1,999.00 |
| Select 36″ Griddle Air Fryer Combo | Also with a stainless cabinet enclosure, this griddle has convection oven capabilities and side tables | $2,499.00 |
Brand Strategy Example:
Get to Know Griddlers
“Griddlers” are the primary customer segment for Blackstone Products. Typically, these are avid grillers or smokers who have broadened into new ways of cooking outdoors. In 2021, The Verge described the shift:
“If your TikTok algorithm is anything like mine, you know that Weber and Traeger are not necessarily the hottest thing in cooking outside. In fact, grilling is out, and griddling is in. That’s griddling, as in on a griddle — a large flat sheet of metal like you would see in a diner or a hibachi restaurant. And the company behind the griddle revolution is called Blackstone Products and they make the Blackstone griddle.”
Blackstone is certainly a social brand. The “Blackstone Griddlers” Facebook group has over 750,000 members, with about 22 new posts each day. There are over 467,000 YouTube subscribers, and the video “How to Season a New Blackstone Griddle” has been viewed over four million times. TikTok and Instagram each have over 300,000 followers.
Here’s a sample post on my feed from one typical Griddler:
Brand Strategy Example: Blackstone’s Product Extensions Are Like Pokémon, You “Gotta Catch Em All”
Here is a selection of the many accessories a Griddler may need for his Blackstone griddle:
- GRIDDLE Essentials Toolkit 5 Piece
- 5 Piece Toolkit with Carry Bag
- 3 Piece Hamburger Kit
- 4 Piece Professional Breakfast Kit
- Taco Kit
- Grease Gate and Tool Holder Combo
- Seasoning and Grease Cups Bundle
- Adventure Ready Cutting Board Kit
- Bar and Griddle Full-Motion TV Mount
- Infrared Thermometer Gun
- 3-in-1 Griddle Cleaning Tool
- Cast Iron Conditioner
- Wind Screen
- Knit Griddle Gloves with Silicone Grip- 2 Pack
- Large Spatula Mat
Prices range from $17.99 for diner-style burger baskets with liners to $149 for a TV mount, described as:
“Enjoy watching the game or your favorite movies while cooking outdoors with this Full-Motion TV Mount designed for your 10’ x 10’ Blackstone Bar and Grill Pavilion.”
Gift purchase occasions are a prime target for selling these accessory kits. For instance, if a dad loves his Blackstone griddle, he might expect to receive accessory kits for birthday, Father’s Day, Christmas, anniversary, you name it. Dads are notoriously difficult to buy for, so everyone can enjoy his hobby.
Brand Strategy Example:
In-Store Retail Experience is Top-Notch
On a recent trip, I stopped into the Batesville, IN Tractor Supply Co., the “largest rural lifestyle retailer in the U.S.” The store’s Blackstone display was expansive, and perfectly illustrates this product extension brand strategy example. First up, we see the griddle.
Shoppers are encouraged to touch and explore the floor model (compare that customer experience with the adjacent, boxed-up Pit Boss smoker—how boring). While I was browsing, an eager associate asked if he could help me, so there must be some employee training surrounding Blackstone Products. Behind the griddle, is a bright orange shelving display of accessories.
It’s a nice selection of popular accessories right at eye level, with an accessible price range from $11.99 to $69.99.
Blackstone’s Epic Product Extensions for Big Spenders
Beyond giftable accessories, Blackstone offers several outdoor kitchen structures to capture big-spender Griddlers. Insight to Action founder Michal Clements shared expertise in this area in “Growth Strategy Marketing to Overcome Big-Ticket Buying Barriers.”
The 5 Person Chef’s Table w/ 36” Griddle is an impressive $3,499. The 10’ x 10’ Backyard Bar and Grill (with optional TV mount) is currently on sale for $2,499. A 5’ x 8’ Blackstone Pavilion is a more budget-friendly $999.
In early 2023, Blackstone Products also entered the realm of pizza ovens. We’ve seen one griddle option with the pizza oven built-in. Other products include:
- Conversion kit for $199
- Tabletop version for $299
- Original standalone design for $799 (sale price)
- Standalone stainless oven for $1,999
In my personal experience with Griddlers, these pizza ovens excite significant interest. And (of course!) there is an entire range of pizza oven accessories, from pans to peels.
Researching this Blackstone Products brand strategy example has made me hungry. Seriously, though, here’s a company whose entire focus in on its key customer segment, from R&D through marketing execution. It continues to develop exciting products that build trust with Griddlers and those they are griddling for. Maybe not every product extension will be a home run, but there are enough successes to keep Blackstone winning big with customers.
Check out Insight to Action’s Brand Strategy Resources for more examples. Our experts would love to meet you and inspire your brand at one of our Office Hours events. And for regular insights, subscribe to our newsletter.
