Barbecues Galore – From Stagnant Retail Presence to Explosive Digital Growth

A Growth Marketing System™ Success Story

Company Background & Market Landscape

  • Industry: Outdoor living, BBQ retail, grills & backyard entertainment
  • Market: Highly competitive North American retail segment dominated by both big-box chains and specialized e-commerce brands
  • Challenge: Competing on product alone was no longer enough — consumers expected immersive brand experiences, expert guidance, and digital convenience
Barbecues Galore case study
Barbecues Galore
Marketing for Barbecues Galore

Barbecue Galore had strong brand recognition locally, but online they were overshadowed by larger national retailers and aggressive e-commerce competitors. With demand shifting toward online purchasing for high-ticket outdoor products, their digital performance and brand clarity were no longer aligned with market expectations.

The Growth Challenges

Outdated Brand Positioning

External Symptoms:
  • Inconsistent messaging across communities
  • Inconsistent visuals and tone across channels
  • Lack of emotional connection with customers upgrading their outdoor spaces
Internal Frustrations:

“We sell premium backyard experiences — but our brand looked like every other BBQ store.”

Underperforming Website & Digital Experience

External Symptoms:
  • Low conversion rates
  • Poor mobile usability
  • Confusing navigation for shoppers comparing grills, accessories, and outdoor kitchens
Internal Frustrations:

“Customers were browsing, but not buying. The website wasn’t helping them make a confident purchase.”

Weak Online Visibility

External Symptoms:
  • High competition from e-commerce giants
  • Weak organic rankings for key product categories
  • Limited online engagement and brand reach
Internal Frustrations:

“We had the product selection and expertise — but online, we were invisible.”

Growth Marketing System™ Implementation

PHASE 1

Diagnostic Deep Dive

  • Comprehensive audit of branding, website usability, and digital sales funnel
  • Full SEO & content analysis across high-value product categories
  • Competitor mapping: big-box retailers, specialist BBQ brands, and online-only competitors
  • Identification of 17 bottlenecks blocking visibility, conversions, and brand strength
Barbecues Galore Growth Marketing System™ Implementation
Barbecues Galore precision marketing services
PHASE 2

Precision Solutions

Brand Strategy & Repositioning

We repositioned Barbecue Galore from a grill retailer to a premium outdoor living brand.

New strategic pillars:
  • Expertise-first brand narrative
  • Emotional positioning around “backyard lifestyle” and family connection
  • Cohesive visual identity aligned across web, social, and retail touchpoints

A full UX redesign transformed the site into a high-converting retail platform:

  • Simplified product discovery and comparison
  • Optimized product pages with clearer specs, benefits, and reviews
  • Faster mobile performance and cleaner checkout experience
  • Content-driven shopping: recipes, how-to guides, and outdoor kitchen inspiration
To accelerate customer acquisition, we built a unified digital engine:
  • Local SEO & national SEO for high-demand grill categories
  • Performance campaigns targeting backyard renovators and grill enthusiasts
  • Content strategy to reinforce expertise and trust
  • Social storytelling around experiences, not just products
  • Introduced expert video reviews
  • Built educational content for new grill buyers
  • Improved community engagement around BBQ culture

Results — From Retail Plateau to Digital Acceleration

Online Sales Growth

+98%

increase in online sales, driven by enhanced user experience, SEO, and optimized paid campaigns.

Digital Reach Expansion

+195%

growth in online reach, significantly improving brand visibility against national competitors.

Brand Elevation

  • Clear, premium positioning in a crowded market
  • Stronger customer engagement across all channels
  • Higher perceived value vs. standard retail competitors

Business Impact

  • More qualified traffic
  • Higher conversion rates
  • Stronger cross-category sales (grills → accessories → outdoor kitchens)

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