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How Big Green Egg CEO Dan Gertsacov is getting zoomers into the cult of kamado cooking
Decoder with Nilay Patel
Building an Aspirational Brand with Longevity
The company, as a privately held entity for 50 years, has less than 1% share in the market but is the third most recognized brand in the industry. The owner, at 90 years old, still possesses the business. Being a well-known and loved brand, the aspiration is for the brand to endure as evident by people mentioning it in obituaries. To secure future growth, the focus is on widening the customer base by attracting younger demographics and first-time homeowners to ensure the brand remains relevant and aspirational for the long term.
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