Last Word – Elegance Elevated

Twin Eagles Outdoor Kitchen

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cometoexpectafullarrayofproductfeaturesand amenities, along with the highest quality materials and standards in design and manufacturing. Beyond that, the motivation for purchasing a luxury item is the way the buyer interacts with a high-end product, says Brian Eskew, sales and marketing director for premium grill manufacturer Twin Eagles (Cerritos, California).

He notes there are certain product touch points that must look and feel fantastic to the consumer when purchasing a luxury grill. “At Twin Eagles, we continue to keep our focus on our premium aesthetic and all our superior touch points—those tangible and visible ones that can be seen throughout our product line,” Eskew says. “After all, a grill purchase is a permanent installation in someone’s outdoor space so it must look great. This is very important.”

Founded in 2000 by award-winning designer and engineer Dante Cantal, today Twin Eagles is one of the most respected manufacturers in the industry. In addition to producing products featuring advanced technology and incredible durability, grills from Twin Eagles are renowned for their signature design featuring sleek, clean lines. All products are manufactured at the company’s state-of-the-art facility in Southern California. “Over the years, we have certainly seen an interest from dealers and consumers in products being made in the U.S.” Eskew says. “The American-made aspect is incredibly important.” Not only are consumers supporting their local economy by purchasing at the dealer level, but there is also the perception of receiving a better product, from the attention to detail to higher quality of materials. Moreover, he notes, Twin Eagles products are not only designed and manufactured in the U.S. but in California—the birthplace of modern outdoor living.

Twin Eagles offers a variety of premium-built gas grills and related accessories, and recently introduced its wood-fired pellet grill, which has been very successful. Another new entry, the Eagle One, a superpremium gas grill, has also received a fantastic reception. “It takes all the benefits of a standard Twin

Twin Eagles continues to raise the bar in the premium grill category.

BY KIMBERLY RODGERS Twin Eagles Eagle One, Super Premium Grill

Twin Eagles Wood Fired Pellet Grill

Eaglesgasgrillandelevatesthemwith anevenmorerefinedaestheticandperformanceengineeringfeatures.”

SOCIALSAVVY TwinEagleshasachievedahighdegree ofvisibilityinthemarketplacethrough thecompany’sactiveengagementin varioussocialmediaplatforms. Withoutexception,Eskewnotes,social mediaisonethemosteffectivemarketingtoolstoday.“ForTwinEagles,it’sa greatwayforustonotjustengageconsumers but retailers as well.” Social content, he adds, should be exciting and shareable. “In that regard, our social media gives retailers a chance to share all the content we offer with their consumers and trade partners.”

Twin Eagles has done an outstanding job of providing varied content to promote its brand. If done well, social media—different from other forms of marketing—is not intended to feel like a promotion or sales pitch, Eskew notes. Rather, the intent is to feel natural and organic. To this end, Twin Eagles partners with a cross section of social media influencers and food experts who bridge the gap across all generations of consumers. “Our influencers understand our product and our brand. We give them the latitude to integrate our product into their lifestyle and share the way they use it.”

These culinary partners prepare amazing recipes on their Twin Eagles’ grills, which are then shared on the company’s website, its Facebook and Instagram accounts, as well as the influencers’ social media pages.

For example, celebrity Chef Jamie Gwen recently posted a Facebook Live video on how to prepare her innovative Braided Cedar Plank Salmon with Maple Orange Glaze on her Twin Eagles grill. Gwen, a selfproclaimed “girl-at-thegrill” is a Culinary Institute of America and Le Cordon Bleu graduate, certified sommelier, cookbook author, food correspondent, and lifestyle expert. Her reach is into the tens of thousands through her social platforms, successful syndicated radio show, and multiple television appearances.

Other experts include David Olson, the creator, author, and photographer behind Live Fire Republic. Olson is a nationally recognized, award-winning recipe developer, American Culinary Federation Chef and international adventurer who enjoys grilling his catch of the day for dinner. Amanda Paa is the creative photographer, recipe developer, and stylist behind Heartbeet Kitchen, which she began in 2011. Her content reflects her love for food stories, a healthy home lifestyle, and inspiring others to cook for themselves (and others) more often.

“Our experts truly meet the interests of all our consumers from a backyard grilling and outdoor enthusiast perspective,” Eskew says. Feedback from retailers has been very positive. “We find our social media programs are a way to engage and support our dealers to help them spread enthusiasm for the Twin Eagles brand to their buyers,” he says. It is difficult to quantify how social media directly relates to an increase in sales. However, Eskew adds, “We do see a significant increase in our web traffic from year-to-year that is directly related to our social campaigns.”

Earlier this year, Swedish manufacturer Dometic acquired Twin Eagles. Based in Stockholm, Dometic is a global market leader in branded solutions for mobile living in the areas of food and beverage, among others. “I am very excited about this acquisition, especially from a marketing perspective,” Eskew

says. “They have a high level of marketing sophistication, and they do a masterful job with their social channels.”

Beyond that, Dometic brings the resources and infrastructure that will help Twin Eagles and Delta Heat each become category leaders. Both brands will continue to operate on their own merits, Eskew says, with the benefit of the leadership and guidance of Dometic.

GROWTHTRAJECTORY Withthecasualindustry,includingthe outdoor grill segment, enjoying significant gains over the last several years, January 2020 began as a very good year for Twin Eagles. However, once the coronavirus pandemic hit in March 2020, the company experienced an immediate surge in orders compared to the same time in 2019.

“The pandemic forced people to stay at home and create ways to make their outdoor space better,” Eskew says. “We found families actually enjoyed meal planning and having fun cooking.” He believes this behavior has led to a cultural shift that will have staying power for years to come. “People now aspire to be better backyard chefs,” he adds.

In general, consumers are trending toward purchasing larger grills as they are cooking for more people, at home, on a regular basis. In addition, the popularity of complementary grill accessories has also been increasing for years, and this segment continues to grow for Twin Eagles. “These products are all making the outdoor kitchen better and more useable, giving families a place to gather—even when the grill isn’t hot.”

Twin Eagles offers a range of grill accessories, including: side burners, a teppanyaki griddle, a Salamangrill (for searing steaks and cooking pizza in 4 minutes), and warming drawers. A host of outdoor kitchen products such as sinks, bars, dispensers, refrigerators, and heaters are also available. “People have a real appetite for more complementary products and accessories,”

Eskew says. These accessories are also being introduced into the Delta Heat brand, which has been experiencing exceptional growth as well, he adds.

“We believe strong interest on the Delta Heat side can be attributed to consumers who may have been in the market for an average gas grill and decided to trade up and make an investment in their outdoor kitchen with a higher quality product like Delta Heat,” Eskew says. “People want to buy the best grill for their outdoor space that they can afford.” The company is placing a focus on building and rounding out products and accessories in Delta Heat to make it a complete offering in the market.

Given the company’s current onhand orders, along with feedback from dealers, distributors, and trade professionals, Twin Eagles expects an even larger growth trajectory in future sales. Perhaps more than ever before, families are understanding the immeasurable benefits of having a beautiful and useable outdoor space. “Consumers are looking at the outdoor kitchen as more than just a place to cook. They want it to be a space to gather and entertain, much like an indoor kitchen,” Eskew says.

He adds, “As a manufacturer, we have made the commitment to do the best we can to plan for this huge surge so when our dealers, designers, and consumers need grills, we can deliver them an exceptional product within reasonable lead times.”

Delta Heat Outdoor Kitchen

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