Rule to be broken
OUTDOORCHEF from Switzerland approached WAACS with a clear goal in mind: breaking into the premium BBQ market. What were they up against? Two long-standing and traditional BBQ brands – Weber and Broil King – and a large consumer base of loyal home grillers. So, how do you compete with a winning strategy?
Outdoor cooking is an extremely conservative market. It’s like the American automobile industry in its hay-day. Like American cars back then, most barbecues today still look like the archetypes from the past. They’re poorly built and their performance is not measured by actual performance but by how much fuel they use.
How we broke it
Under the hood, this gas grill has been given a completely new engine and gearbox. The burners were redesigned for real performance and durability and are controlled by LED-light precision dials. The traditional burner box was split into two compartments creating the Dual Gourmet System. Two ovens in one allowing you to grill different foods, in different ways at different temperatures. Or to cook for a smaller party without having to heat up the whole grill!
Most Advanced Yet Acceptable
Following the MAYA principle, we went for the Most Advanced Yet Acceptable design. Designed for the future, but in balance with the users’ present. Keeping true to tradition, we stuck with a quality BBQ that’s built to last. Matching the standards of the archetype premium BBQ, but giving it a little more edge, class and sophistication.
The result: surprising, yet still familiar for a conservative market, and exciting enough to attract eager, new grillers. Although it was only recently launched, the DualChef is already a hit with barbecue nerds on YouTube!
