Hearth Retailer – Stellar Service

Jodie Breece, Ray Duhon, Dorothy Duhon

StellarService

Texas retailer does whatever it takes to help customers, from devastating snowstorms to stunning installations.

WRITTEN BY KIMBERLY RODGERS PHOTOGRAPHY BY SEAN HUNTER/BLACK CREEK PICTURES

TheterriblestormsthatslammedTexasthis winter—causing once-in-a-lifetime snow totals, damaging ice, and freezing temperatures—resulted in statewide power outages and boil-water notices. Without heat, thousands of residents relied on their fireplaces to provide warmth and a much-needed cooking source.

In one day, Churchill’s Fireside & Patio (Austin, Texas), received over 60 voice mails from people asking for help on how to safely operate their fireplaces. Due to the state’s normally warm temperatures and mild winters, many homeowners had not ever used their fireplaces, and there were many questions on how to operate them during the emergency.

The store’s co-owners, Ray Duhon, Dorothy Duhon, and Jodie Breece, were working extremely long days during the week of the storms to help as many people as possible. Phone calls were returned well into the evening. “Whether we could help them or not, we wanted people to know we cared,” Dorothy Duhon says. Breece adds, “We were on the phone 12 hours a day instructing people how to start their pilot lights or operate their battery back-ups.”

Many people expressed their gratitude and let Churchill’s know their fireplaces saved their lives that week. “It was very rewarding, and we received great joy from helping people—that is really who we are every day,” Breece says.

Ray Duhon started in the hearth industry years ago when he began installing gas logs for a nationwide chain of fireplace stores and moved up the ranks to district manager. Eventually, the chain folded and, in 1988, some investors started a smaller group of Texas-based fireplace stores and asked Ray to run the Austin location—which always had a strong hearth market. Dorothy, who still had another full-time position in retail, worked in the store unpaid on the weekends. She named it Churchill’s Fireside & Patio after the high school she attended in San Antonio. “The owners wanted a classy, British name,” Dorothy says. In 2002, Ray and Dorothy purchased the store.

“We always ran the store like we owned it, so when we bought it, we didn’t even have to close the doors,” Dorothy says. From the beginning, Churchill’s was successful with much of the store’s prosperity attributed to Ray, who is renowned for his distinctive gas log set installations. “Ray has a way of making gas fires look very real. There is an art to the stack and he definitely

Whether it’s selling a fireplace or patio furniture, Churchill’s helps clients envision beautiful spaces for their homes. With a wide range of hearth products offered, Churchill’s can meet any design need.

hasasignatureinstall,”Breecesays. Dorothy adds, “It is Ray’s eye and talent for realistic gas log installations that made us famous.”

Breece first met Dorothy and Ray many years ago when both women worked together in the fashion industry. Although their careers moved them in different directions, the three remained friends and stayed in touch. In 2017, after 15 years with Saks Fifth Avenue in New York City, where she ran many major categories for the luxury department store chain, Breece started her own high-end design firm. She eventually decided to move herself and her business to Florida.

However, Breece had a serendipitous phone call with Dorothy—the day she found out the closing was delayed on her New York co-op, thereby preventing her from moving to Florida. “She said Churchill’s was growing and she and Ray could use some assistance with running the store,” Breece says. With nothing holding her to Florida, Breece changed course and drove straight to Austin the next day.

“I had an extensive background in luxury retail but nothing in hearth, so I jumped in and started learning.” She picked up the business by listening, researching, and heeding the teachings from Dorothy and Ray. “Both have an amazing wealth of knowledge,” Breece says. “Dorothy is very pragmatic and is always on the safe side to be aware of certain issues which can come up with an installation.”

EXPERIENTIALRETAIL Churchilldifferentiatesitselffromthe usual patio and fireplace retailer in the store’s interaction with potential buyers. The goal is to create a personal level of conversation with clients on what they ultimately want to feel when they are in a space.

“We want to relate to our customers and start by asking them many questions about how they live and are using the space,” Breece says. “For example, are they having a glass of wine or reading a book by the fire or is this where the family gathers?” This level of conversation and service, Breece believes, is usually not happening in a typical retail store. “We want to elevate the Churchill’s sales experience to a more thought-out level of service with the focus on creating an enjoyable experience for our customers.”

Churchill’s is a very service-oriented business and there is no hard sell—a philosophy established by Dorothy and Ray early on and built into the store’s DNA. Whether it’s selling fireplace products or patio furniture, Churchill’s helps clients envision their spaces into the future by creating a master plan, even if they don’t purchase products from Churchill’s. “We spend our customers’ money like it is our own and are always looking out for their best interests. We never try to oversell,” Dorothy says. Breece adds, “We truly are honored to be trusted to contribute to our customer’s homes and their relaxation.”

Educating the consumer is paramount as the hearth industry is a difficult one to navigate with many intimidating but essential elements involved. For most people, Breece says, “Researching a fireplace on the internet or social media can often be misleading for consumers.” In general, she says, the hearth segment is scary for people. “Think about it—we literally work with gas and fire.” Therefore, Churchill’s creates a non-intimidating environment for its customers. Above all, honestly, integrity, and treating everyone with respect remain the key considerations when working with any client.

Well before what has been termed Snowmageddon 2021, Churchill’s was

alreadyverybusysellingandinstallinga varietyoffireproductsincluding:fireplaces,firepits,gaslogsets,doors, screens,andmantels.Inaddition,the storehasastrongandgrowingoutdoor category with sales of casual furniture picking up steam. “We benefited from people spending money on their own oasis at home since nobody could travel,” Breece says.

Churchill’s reputation has been built by providing a combination of value and service to its customers across all the brands it carries. To that end, the store has developed strong partnerships with a variety of fireplace and patio manufacturers which align with the retailer’s high standards and value system of excellent service.

In hearth this includes: Ecosmart Fire, Majestic, Mason-Lite, Modern Flames, Napoleon, and Ortal. The store does a big business in gas log sets from Golden Blount, Grand Canyon, American Gas Logs, Rasmussen, and R.H. Peterson. Doors, enclosures, and decorative screens from Stoll Industries are also very popular. Outdoor furniture includes: Mallin, Summer Classics, Telescope Casual, and Winston.

Always on the lookout for new and innovative products, Breece comments, “Our circle of trust is very small. We don’t date a lot of people.” All of the store’s vendor partners provide a great deal of support when needed, especially for a big installation or commercial project. “I also give our vendors a lot of credit for helping me to learn the industry and the additional training provided to our team,” she adds.

Merchandising continues to expand to try and evolve the look and feel of the store’s 3,000-square-foot showroom. However, Breece notes, “We are very confident we can meet any design need, in aesthetics and size, with the fireplace lines we have right now.”

Fireplace sales cater to a healthy 60/40 mix between linear and traditional design. “Napoleon is offering some fantastic new traditional fireboxes (Altitude X and Elevation X Series), and Ortal has a new Wilderness Collection, which is phenomenal.” The line features the industry’s first ultra-realistic gas fireplace. Churchill’s is the exclusive dealer in Austin for Ortal.

The business has certainly prospered from the explosive growth Austin has seen over the last decade. Statistics show the town’s population increased 32% between 2009 and 2018. Ultimately, it is Churchill’s reputation for providing exceptional value and service, which continues to bring customers through the showroom doors. In fact, there is no need for any traditional form of marketing. “Our name and reputation are our only forms of advertisement,” Breece says. “We really try and assist people to help figure out their needs and always have a happy-to-help mentality.”

Dorothy adds, “We are gracious to everyone, regardless of what they are buying, and acknowledge they are important. If we are unable to help them with a particular need, we refer them to someone who can.” She says she will even direct people to other places or to an online resource if Churchill’s can’t help or doesn’t have product. “One sale is not going to break us and the people we help in this way will tell others that Churchill’s cares.”

A mainstay in Austin for over three decades, the retailer’s name and reputation continue to bring customers through the showroom doors.

Iowa-based The Grill Works is a favorite shop for outdoor cooking fans.

NovelNiche

An Iowa couple builds a booming retail business after finding a gap in the marketplace.

WRITTEN BY MAURA KELLER PHOTOGRAPHY BY BRIAN DRAEGER/DRAEGER PHOTOGRAPHY

Lisa and Brian Gilliatt Backinthe1960sandeventhroughthe 1980s, when homeowners wanted a gas grill installed and serviced in their backyard, they often turned to the local gas company. For Lisa Gilliatt and her husband, Brian, owners of The Grill Works in Marion, Iowa, their store was established after their local gas company, where Brian worked, discontinued offering gas grill installation and servicing.

“The Grill Works was ‘born’ in 1997 after the local gas company, which had installed Charmglow Natural Gas Grills and Lights, discontinued their service,” Lisa Gilliatt says. “My husband operated the business out of our home for the first 10+ years and the business really focused on repairing these Charmglow grills and replacing the grills, if necessary.”

In 2009, the Gilliatts were approached by the Chicago-based company, Gaslight, where the couple had been purchasing their parts from, to buy their business. Gaslight was a distributor of grills and parts to hardware stores across the United States.

“Our parents were in the process of retiring, but they did not want to stop working, so we purchased the business and moved it to Marion, Iowa, and opened our storefront,” Gilliatt says. “When our store first opened, our vision was to sell grills and parts, but we recognized we needed to find a reason for our customers to keep coming back, so we also carried a small amount of accessories, sauces, and rubs.”

And the rest, as they say, is history. During the last 24 years, The Grill Works has continued to evolve to become a full-service grill specialty store with expanded offerings and new products, rather than a distributorship.

“We were excited to learn last year that we are one of the largest dealers in the United States for Green Mountain Wood Pellet Grills, sold in a single store location,” Gilliatt says. “We carry many, many accessories for pellet grills and grilling in general, including Grill Grates, Thermoworks, and Victorinox, as well as a variety of pellet chips and chunks.” The store also features nearly 300 sauces and rubs, including well-known brands such as Blues

The Grill Works boasts a large Big Green Egg inventory for passionate Eggheads.

Hog,KillerHog,Kosmos,MeatChurch,andunique productstheGilliattshavediscoveredovertheyears.

“Weoffersamplesofallofourrubsrightonthe shelfsowecanhelpourcustomersfindtheperfect flavors,” Gilliatt says. “We also have all of our sauces in the fridge so they can sample those as well. In addition, we carry MHP Grills, Big Green Egg, Memphis Grills, and Gateway Drum Smokers.”

When the Gilliatts first opened their store, they made the decision to sell products they knew that they could stand behind. And while The Grill Works may not offer a grill for every customer who walks in the door, depending on their budget, the lines they do carry are perfect for the customer who is tired of replacing their grill every few years.

“They expect to pay more for a quality grill and for our service,” Gilliatt says. “All of the grills we sell have warranties—some lifetime—and we service all of the products we sell. We have three technicians on staff who assemble our grills, and service the grills if necessary.

In addition to providing high-end grill products that their customers can depend upon, The Grill Works team prides itself on exceptional customer service, which is evident from the solid customer reviews on its social media platforms.

“We have very engaged customers,” Gilliatt says. “When we post a question on Facebook about what people are cooking on a Saturday, it is not unusual to have 60+ customers respond and post pictures of their cooks. It is not just about selling a grill here—we are establishing a relationship with our customer. We know they will be back for pellets, charcoal, wood, sauces, rubs, etc., so we keep profiles on each of our customers in order to know what products they have used in the past. This way, when they come in and want to try something new, we can access their profile to make the appropriate recommendation for them.”

Expanding on the customer service side of the business, The Grill Works also offers “tried and true” recipes on cards, using products from the store. Some of the company’s most popular recipes are smoked pretzels and smoked mac and cheese.

“We also sponsor a competition BBQ team and they provide complimentary monthly classes featuring ribs, brisket, chicken, fish, pizza, prime rib, etc. We have a presentation table with a mirror above to enhance viewing as well as a sound system so attendees can hear the instructors,” Gilliatt says. “We show

The pandemic has led to an increase in demand for highend smokers and grills.

“We also have all of our sauces in the fridge so they can sample those as well. In addition, we carry MHP Grills, Big Green Egg, Memphis Grills, and Gateway Drum Smokers.”

The Grill Works is one of the largest dealers in the U.S. for Green Mountain Wood Pellet Grills, sold in a single store location.

CircleReaderServiceNo.38 themhowtoselect,trim,prepandpreparethemeat. Attheendoftheclass,weprovidesamplesofwhatwe haveprepared.Typically,wehave60+attendeesat ourclasses,whichareheldoutdoors.”

TheGilliattsalsoholdanannualopenhousein May,NationalBBQMonth,wheretheyoffersamples,grillingdemonstrations,seminars,samples,and more samples. “It’s just a very fun customer appreciation day,” Gilliatt says.

MAKINGANAME ThesecustomerserviceeffortshavehelpedbuildThe GrillWorks’popularityamonggrillingcustomers,and it’sevidentthroughthe“word-of-mouth”marketing andpromotionthatthecustomersdoforthestore.

“Ourcustomersareveryloyalandreallysingour praisestotheirfamilyandfriends,”Gilliattsays.“Wemay beaverysmallstore,butweareverybigoncustomersatisfaction, which reflects in the number of repeat customers and referrals provided by our customers.

In an effort to remain “top of mind” for customers, The Grill Works provided one of the area’s most popular DJs a Green Mountain Wood Pellet Grill. “He constantly talks about it on the radio. It is amazing how many customers come in and say they heard about us on the radio station, KHAK,” Gilliatt says.

In addition to having established a memorable brand, Gilliatt says they are very fortunate to have a fantastic staff to help customers. Many of their staff members were customers first, and through the experience they had at the store, decided they wanted to be part of The Grill Works’ success. “It makes a difference to have staff members who are excited about the products they sell.”

TheGrillWorksteamalsodoesn’tjustsendcustomers out the door with a grill in a box. Rather, they assemble the grill for them, do the initial burn to make sure everything is functioning properly so that when they get the grill home, they are able to start cooking right away. “We also go through the grill with the customers, so they know how to operate it, keep it clean, and take care of it,” Gilliatt says.

So what does the future of the grilling industry look like from the eyes of someone running a small grill shop in America’s Heartland? Last year, due to the pandemic, The Grill Works experienced 56% growth compared to the previous year. Gilliatt notes that with the current world we are living in, people may not feel comfortable eating out, so many are dining and entertaining at home. As a result, she sees this trend continuing in the future.

With many people working from home, they have the time to be able to experiment with new methods of cooking they had not considered in the past. They appreciate the personal attention The Grill Works team offers them when they come in to provide them step-by-step instruction on how to prepare meat and help them find, by sampling, the perfect rub and sauce.

“If there is one positive outcome to the pandemic, it is that it has reunited families,” Gilliatt says. “With the innovative accessories that are available for our grills, grilling is more than just a method of cooking, it is a form of entertainment. I love the excitement of our customers when their experience here exceeds their expectations.”