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Decoder with Nilay Patel
How Big Green Egg CEO Dan Gertsacov is getting zoomers into the cult of kamado cooking
Jul 1, 2024
Dan Gertsacov, Big Green Egg CEO, discusses modern marketing techniques for kamado cooking. Topics include cultural resurgence of fire cooking, targeting zoomers, long-term goals over quick expansion, inclusive market strategy, adapting to urban living trends, and maintaining quality standards.
01:16:00
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Quick takeaways
- Big Green Egg focuses on lifestyle branding and accessories that complement the core product to create an aspirational brand centered around gathering friends and family.
- CEO Dan Gertsacov emphasizes the importance of maintaining quality, tradition, and customer loyalty over quick revenue gains in the grill industry.
Deep dives
Big Green Egg and its Legacy of Experience Over Convenience
Big Green Egg, a beloved ceramic grill oven and smoker company, has built a cult favorite community over the past 50 years. By emphasizing experience over convenience, Big Green Egg focuses on lifestyle branding and accessories that complement the core product. The CEO, Dan Gertzikow, highlights the importance of creating an aspirational brand centered around gathering friends, family, and neighbors to cook over live fire. Despite market pressure for convenience and quick growth, Big Green Egg remains committed to providing a unique and memorable cooking experience.
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