Decoder with Nilay Patel How Big Green Egg CEO Dan Gertsacov is getting zoomers into the cult of kamado cooking
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Jul 1, 2024 
Dan Gertsacov, CEO of Big Green Egg, combines his experience from Google and MTV to inject modern marketing into the traditional grill industry. He discusses reinventing grilling for Gen Z, emphasizing community engagement and inclusivity. Gertsacov highlights the versatility of the Big Green Egg in small living spaces, appealing to millennials' cooking trends. He shares insights on maintaining quality while offering customers freedom in fuel choices. Plus, he reveals strategies to emphasize storytelling and emotional connections in outdoor cooking.
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Big Green Egg's Origin
- Big Green Egg's founder, Ed Fisher, initially imported Kamado cookers from Japan as a side business to his pachinko machine imports.
- He used the cookers to attract customers, but demand shifted, leading him to pivot his business.
Lifestyle Brand and Recurring Revenue
- Big Green Egg evolved into a lifestyle brand centered around outdoor cooking and community.
- Roughly half of their revenue comes from accessories, cookbooks, and lump charcoal, creating recurring revenue streams.
Lump Charcoal's Impact
- Lump charcoal allows for both slow cooking and hot, fast cooking.
- Big Green Egg's use of lump charcoal helped create the market, differentiating it from grills using lighter fluid or briquettes.