Tag Archives: grills

If Americans own a home, they are very likely to own a grill

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Americans value homeownership. And along with having a home goes having a grill:

Photo by Lukas on Pexels.com

At least, that’s according to statistics from the Hearth, Patio & Barbecue Association that reported 80% of U.S. homeowners owned a grill or smoker in 2023 — up from 64% in 2019.

And having more time at home might go along with purchasing and using a grill. Or so it appears that way during the recent pandemic:

Most grill makers and retailers seem to agree that the pandemic pulled forward demand for grills and other long-lasting home equipment as people searched for ways to fill their days and entertain their families at home.

Is the appeal about being outdoors, cooking directly with fire, liking to eat grilled meat and other grilled items, or having this as a status symbol? A quick discussion of each of these:

  1. Homeownership often comes with a small yard or outdoor space. Grilling could provide another reason to be outside. Enjoy the outdoors while cooking rather than cooped up inside the kitchen.
  2. Cooking outside with fire has appeal for some people. It is a different experience compared to using the microwave or stove or oven where there is something in between what is cooked and the food. This is more direct. (Of course, there is both direct and indirect grilling so time with direct fire may vary.)
  3. Grilled food has a particular taste that is hard to replicate elsewhere. Yes, you can purchase an inside grill or you could add smoke flavoring or use techniques to get grill lines on food. But does it taste the same?
  4. Having a nice grill could be another part of showing the homeowner has made it. Not only do they have a nice house; they have a stainless steel eight burner grill or a Big Green Egg or a fancy pellet smoker setup. The value is in having and showing off the grill.

McMansion ad campaign aimed at McDonald’s

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Burger King has a new advertising campaign that shows off one particular feature of the purported McMansion backyards of McDonald’s executives:

Each of the company’s newest print ads, designed by an agency called DAVID Miami, claims to show what was once the lavish backyard of a real McDonald’s executive, the kicker being that each yard also appears to contain a grill.

“Flame grilling is hard to resist,” read the words printed over each grilling apparatus, the suggestion being that McDonald’s executives themselves preferred a flame-grilled patty…

AdAge reports that some of the photos were taken from real estate listings, meaning these particular grills may not have necessarily belonged to the “retired McDonald’s director” or “retired McDonald’s president” who may have used those backyards.

The primary emphasis is on the grill, a staple of many an American backyard. American homes and summer has long been associated with a male homeowner taking raw meat to the backyard and cooking it on the grill as the family plays and gathers around.

Of course, these are not just any grills or any homes. The news story includes three ad images. The grills look rather long – so they likely have more than four burners – and they have a stainless steel exterior. (In one image, there appears to be a Green Egg next to the stainless steel grill.) Given that these are grills supposedly owned by executives plus they are located at large homes, these are likely expensive grills.

Beyond tying McDonald’s executives to expensive grills, this also connects them to undesirable homes: McMansions. While the purpose of the ads is the grills, these grills are in front of expensive and large homes. But, they are not just mansions – they are McMansions. I’m not sure if there is a larger message here or not: should McDonald’s feel shame about having derided homes named after their restaurants (the Mc- prefix)? (Compared to the fast food of Burger King, this seems like a better pitch for places like Five Guys or Smashburger that would claim to have a more premium burger.) Does this suggest their executives have bad taste? Does this mean Burger King executives have nicer homes?