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“Millennials (62%) prefer to live in cities.
They currently live in urban areas at a
higher rate than any other generation...
The ‘American Dream’ is transitioning
from a white picket fence in the suburbs
to the historic brownstone stoop in the
hea...
Source: Nielsen, 2013
Austin, TX
Salt Lake City, UT
San Diego, CA
Los Angeles, CA
Denver, CO
Portland, ME
Burlington, VT
A...
Millennials live in apartments like this
In buildings like this
Little or no outdoor space
No grill space
But there’s another trend among Millennials
With a world’s worth of recipes and ‘how
to’ videos at their fingertips, Millennials
may as well have an online culinary d...
More than ever, young people
understand and appreciate the art and
science of cooking...
like the Maillard reaction
Maillard reaction: a chemical reaction between
amino acids and reducing sugars that gives
browned food its desirable flavo...
“Any chef or serious cook knows that the best way
to prepare a juicy, succulent steak is to sear the
outside as quickly as...
Infrared grilling technology
“Infrared burners are mostly recognized for
their ability to bring on the Maillard reaction.”
Perceptions of indoor grilling today:
Infomercial cheap. Low quality food.
Electric infrared grilling is a nascent category
2%
57%
41%
Charcoal
Gas
Electric
Grilling Category
Source: IBISWorld
Competitor Conventions
Grill Contact
Horizontal Orientation
Single Infrared Element
Analog Displays
Market Forecast
Source: IBISWorld
Portability
Small Space Application
Indoor functionality
Consumer
Source: IBISWorld
True Foodies
Passionate about food
Organic, fresh and buy
environmentally friendly
Experimental, variety of
cuisines
Love ...
Gadget Powered Gourmands
City Slicker Chefs
Phase 1 Target:
Phase 2 Target:
True Foodies + Tech-enabled
Weekend Cooks + Ci...
$80K
45% Male
55% Female
Cultured and Worldly
Gadget-powered Gourmands
Employed Full-time
Age Index
18-34
35-49
50-69 -5
-...
On the Menu: Bourbon barrel
smoked pork
belly with kim
chi, bok choy,
carrot, ginger &
local peanuts
Gadget-powered Gourma...
$68K
70% Female
Conservative, savvy
Employed Full-time
or Retired
Age Index
18-34
35-54
55-74 -27
13
41
35.5M
City Slicker...
On the Menu: Chicken Francese
pan-seared in a
lemony white
wine garlic sauce
City Slicker Chefs
“Gadget-
powered
Gourmands”
“City
Slicker
Chefs”
General
Population
Diffusion
35.5 MM14.8 MM
Source: Experian
Design Brief
Source: IBISWorld
Consumer Priorities
Source: Grilling Survey; 2014
Easy to Clean
Space-Saving Design
Sleek Design
Digital Display
Precision...
Sleek, but not gadgety
Brushed stainless steel
Minimalist organic, utilitarian approach
Totally different from George Fore...
Jacob Jensen
Danish Industrial Designer
Late Modernist era (1950-1975)
Design Philosophy
Jacob Jensen
Design Philosophy
Jacob Jensen
Design Philosophy
Operational Considerations
Field testing revealed IR grilling
produces excessive smoke,
caused primarily by juices drippin...
Product Design
Source: IBISWorld
Product Design
Product Design
Product Design
Production Partner
Source: IBISWorld
Grilling Equity
Innovation
Retailer Reach
Gas Charcoal Smokers
Infrared
Electric
Conventional
Brand Architecture
Gas Charcoal Smokers
Infrared
Electric
Conventional
Q-Series
Summit
Genesis
Spirit
One-Touch
Performer
Ranch
Weber Naming ...
Abstract
Saber, Downtown
Associative
NuWave George
Forman
Intuitive
Patio Bistro
Descriptive Smokeless Griddler
Dictionary...
Abstract
Saber, Downtown
Associative
NuWave George
Forman
Intuitive
Patio Bistro
Descriptive Smokeless Griddler
Dictionary...
Name and Branding
The first-ever cooking tool
to deliver flame-seared
food, without the flame.
Product Positioning
High-end Mid-range Low-end
S-210 S-140 E-100
$650 $500 $350
High-end Mid-range Low-end
S-210 S-140 E-100
Model Details
21,700 BTU 14,000 BTU 10,000 BTU
225 sq in
cooking space
147 sq in
cooking space
147 sq in
cooking
space
10 precision
cook...
Y1 Y2 Y3 Y4
Home Expo Shows
S-210
Retail Migration
Gadget Powered Gourmands
City Slicker Chefs
S-210 S-140
E-100
S-140
E-1...
Geographic Strategy
Seattle
Portland
San Francisco
Los Angeles
San Diego
Washington, DC
Philadelphia
New York
Chicago
Denv...
Indoor Infrared Grill
Indoor Infrared Grill
Indoor Infrared Grill
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Indoor Infrared Grill

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Indoor Infrared Grill

  1. 1. “Millennials (62%) prefer to live in cities. They currently live in urban areas at a higher rate than any other generation.” Source: Nielsen, “Millennial Report;” 2014 “This is the first time since the 1920s where growth in U.S. cities outpaces growth outside of the cities.”
  2. 2. The ‘American Dream’ is transitioning from a white picket fence in the suburbs to the historic brownstone stoop in the heart of the city.” Source: Nielsen, “Millennial Report;” 2014 The American Dream is Changing
  3. 3. Source: Nielsen, 2013 Austin, TX Salt Lake City, UT San Diego, CA Los Angeles, CA Denver, CO Portland, ME Burlington, VT Albany, NY Hartford, CT Pittsburgh, PA 1 2 3 4 5 1 2 3 4 5 BOOMERS MILLENNIALS Top Cities
  4. 4. Millennials live in apartments like this
  5. 5. In buildings like this
  6. 6. Little or no outdoor space
  7. 7. No grill space
  8. 8. But there’s another trend among Millennials
  9. 9. With a world’s worth of recipes and ‘how to’ videos at their fingertips, Millennials may as well have an online culinary degree. How to cook (anything) .
  10. 10. More than ever, young people understand and appreciate the art and science of cooking... like the Maillard reaction
  11. 11. Maillard reaction: a chemical reaction between amino acids and reducing sugars that gives browned food its desirable flavor. Seared steaks, pan-fried dumplings, cookies, roasted marshmallows and even toast. Source: amazingribs.com
  12. 12. “Any chef or serious cook knows that the best way to prepare a juicy, succulent steak is to sear the outside as quickly as possible to keep the juices and moisture locked inside.”
  13. 13. Infrared grilling technology
  14. 14. “Infrared burners are mostly recognized for their ability to bring on the Maillard reaction.”
  15. 15. Perceptions of indoor grilling today: Infomercial cheap. Low quality food.
  16. 16. Electric infrared grilling is a nascent category 2% 57% 41% Charcoal Gas Electric Grilling Category Source: IBISWorld
  17. 17. Competitor Conventions Grill Contact Horizontal Orientation Single Infrared Element Analog Displays
  18. 18. Market Forecast Source: IBISWorld Portability Small Space Application Indoor functionality
  19. 19. Consumer Source: IBISWorld
  20. 20. True Foodies Passionate about food Organic, fresh and buy environmentally friendly Experimental, variety of cuisines Love relationship with food Weekend Cooks Interested in cooking “Sociable home chefs” Less formal and less time consuming Relationship with food: “leisure activity” Source: Experian
  21. 21. Gadget Powered Gourmands City Slicker Chefs Phase 1 Target: Phase 2 Target: True Foodies + Tech-enabled Weekend Cooks + City living
  22. 22. $80K 45% Male 55% Female Cultured and Worldly Gadget-powered Gourmands Employed Full-time Age Index 18-34 35-49 50-69 -5 -1 27 14.8M Source: Experian
  23. 23. On the Menu: Bourbon barrel smoked pork belly with kim chi, bok choy, carrot, ginger & local peanuts Gadget-powered Gourmands
  24. 24. $68K 70% Female Conservative, savvy Employed Full-time or Retired Age Index 18-34 35-54 55-74 -27 13 41 35.5M City Slicker Chefs Source: Experian
  25. 25. On the Menu: Chicken Francese pan-seared in a lemony white wine garlic sauce City Slicker Chefs
  26. 26. “Gadget- powered Gourmands” “City Slicker Chefs” General Population Diffusion 35.5 MM14.8 MM Source: Experian
  27. 27. Design Brief Source: IBISWorld
  28. 28. Consumer Priorities Source: Grilling Survey; 2014 Easy to Clean Space-Saving Design Sleek Design Digital Display Precision Cook Settings
  29. 29. Sleek, but not gadgety Brushed stainless steel Minimalist organic, utilitarian approach Totally different from George Foreman grill Knobs like an outdoor grill Design Philosophy
  30. 30. Jacob Jensen Danish Industrial Designer Late Modernist era (1950-1975) Design Philosophy
  31. 31. Jacob Jensen Design Philosophy
  32. 32. Jacob Jensen Design Philosophy
  33. 33. Operational Considerations Field testing revealed IR grilling produces excessive smoke, caused primarily by juices dripping on to the infrared burners. Orienting food and burners vertically could avoid this.
  34. 34. Product Design Source: IBISWorld
  35. 35. Product Design
  36. 36. Product Design
  37. 37. Product Design
  38. 38. Production Partner Source: IBISWorld
  39. 39. Grilling Equity Innovation Retailer Reach
  40. 40. Gas Charcoal Smokers Infrared Electric Conventional Brand Architecture
  41. 41. Gas Charcoal Smokers Infrared Electric Conventional Q-Series Summit Genesis Spirit One-Touch Performer Ranch Weber Naming Conventions
  42. 42. Abstract Saber, Downtown Associative NuWave George Forman Intuitive Patio Bistro Descriptive Smokeless Griddler Dictionary Combined Coined Indoor Grills: Naming Conventions
  43. 43. Abstract Saber, Downtown Associative NuWave George Forman Intuitive Patio Bistro Descriptive Smokeless Griddler Dictionary Combined Coined Indoor Grills: Naming Conventions White Space
  44. 44. Name and Branding
  45. 45. The first-ever cooking tool to deliver flame-seared food, without the flame. Product Positioning
  46. 46. High-end Mid-range Low-end S-210 S-140 E-100 $650 $500 $350
  47. 47. High-end Mid-range Low-end S-210 S-140 E-100 Model Details
  48. 48. 21,700 BTU 14,000 BTU 10,000 BTU 225 sq in cooking space 147 sq in cooking space 147 sq in cooking space 10 precision cook settings 7 precision cook settings 5 cook settings TimerBuilt-in temperature probe Built-in temperature probe Stainless Brushed Steel, Alloy Black, steel accents Black cast aluminum Model Details High-end Mid-range Low-end S-210 S-140 E-100
  49. 49. Y1 Y2 Y3 Y4 Home Expo Shows S-210 Retail Migration Gadget Powered Gourmands City Slicker Chefs S-210 S-140 E-100 S-140 E-100
  50. 50. Geographic Strategy Seattle Portland San Francisco Los Angeles San Diego Washington, DC Philadelphia New York Chicago Denver Salt Lake City Austin Houston Dallas

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