Decoder with Nilay Patel How Blackstone became the darling of grill TikTok with CEO Roger Dahle
Jul 20, 2021
Roger Dahle, CEO of Blackstone Products, shares insights on the company's rise as a TikTok sensation with its griddles. He discusses how user feedback has driven innovation and the importance of social media in their marketing strategy. Dahle reveals the challenges of competing with industry giants like Weber and Cuisinart, while also touching on the unique dynamics of selling on Amazon. He emphasizes the role of creator collaborations in shaping the brand’s identity and the broader trends influencing outdoor cooking.
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Blackstone's Origin
- Roger Dahle's inspiration for Blackstone came from childhood memories of large griddles at community events and his father taking him to the Lions Club breakfast.
- Years later, noticing the demand but lack of availability, he sketched a design and sourced a manufacturer in China, leading to the first Blackstone griddle around 2003-2005.
Early Challenges and Growth
- Blackstone's initial sales were to Sportsman's Warehouse around 2006, but it faced challenges finding the right retail fit as it wasn't a traditional grill or sporting goods product.
- It took time for customers to accept the griddle and the brand, overcoming the perception that "sear lines" were essential for good steak.
TV Advertising Strategy
- Invest in TV advertising to build brand awareness and demonstrate cooking style, even if it doesn't immediately lead to direct sales.
- Focus on driving customers to your website and retail partners like Amazon and Walmart.