ShoppersChoice
ShoppersChoice operates BBQGuys, a US direct-to-consumer e-commerce retailer headquartered in Baton Rouge that sells BBQ grills, outdoor kitchens, furniture, and outdoor living products to homeowners and trade professionals, with free design services and a pro contractor program.
- Company typePrivate
- Founded1998
- HeadquartersBaton Rouge, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What ShoppersChoice does
ShoppersChoice.com, LLC operates BBQGuys, a direct-to-consumer e-commerce retailer headquartered in Baton Rouge, Louisiana, founded in 1998. The company sells BBQ grills (gas, pellet, charcoal, and built-in), outdoor kitchen islands and equipment packages, outdoor furniture, fire pits, pizza ovens, patio heaters, and accessories through BBQGuys.com and physical design center locations. Its product catalog spans multiple premium grill brands (Blaze, Napoleon, Weber, recteq, Wildfire Ranch) plus a house line called BBQGuys Signature.
The underlying platform is a transactional e-commerce storefront supplemented by free 3D design services that produce expert renderings to help customers plan outdoor kitchen installations before purchase. Order economics are anchored by mid- to high-ticket hardware sales (grills and outdoor kitchen packages), supported by consumer financing as low as 0% APR, free shipping above $49, price matching, extended protection plans, and a warehouse deals channel for refurbished inventory. The company also runs an in-house R&D operation for product development.
Go-to-market combines consumer-facing e-commerce with a Pro Services program for contractors, builders, and landscape architects that offers exclusive trade pricing, dedicated account management, and design support for client projects. Marketing is multi-channel — email, organic social (Facebook, X, YouTube, Instagram, Pinterest, TikTok, Spotify), content marketing (buying guides, expert reviews, recipes), SEO, and an affiliate program. Revenue is generated primarily through one-time hardware transactions with no disclosed recurring or subscription component.
ShoppersChoice firmographics
Firmographics- Name
- ShoppersChoice
- Legal name
- ShoppersChoice.com, LLC
- Website
- https://shopperschoice.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- ShoppersChoice operates BBQGuys, a US direct-to-consumer e-commerce retailer headquartered in Baton Rouge that sells BBQ grills, outdoor kitchens, furniture, and outdoor living products to homeowners and trade professionals, with free design services and a pro contractor program.
- Ownership category
- akta.pro rank
ShoppersChoice industry classification
Industry- Product category
- Outdoor Living & BBQ E-commerce Retail
- NAICS
- General Merchandise Retailers (455)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories) (CRAIAIAH)
- akta.pro secondary industry
- Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD)
Keywords
Where ShoppersChoice is headquartered
LocationHeadquarters
- HQ city
- Baton Rouge
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
ShoppersChoice business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Direct e-commerce retail sales of BBQ grills, outdoor kitchens, outdoor furniture, heating, and accessories. Revenue generated through one-time product transactions with customers purchasing through the website or at design center locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard consumer pricing with financing options |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
ShoppersChoice product offering
Product offeringCore offering
ShoppersChoice operates BBQGuys.com, a direct-to-consumer e-commerce retailer of BBQ grills, outdoor kitchen islands and equipment packages, outdoor furniture, fire pits, pizza ovens, patio heaters, and outdoor refrigeration. Sales are supported by free 3D design services, a contractor Pro Program, 0% APR financing, protection plans, and an in-house R&D-developed BBQGuys Signature house brand.
Product overview
ShoppersChoice operates BBQGuys.com, a single e-commerce platform specializing in outdoor living products. The core offering is an online retail store featuring BBQ grills (gas, pellet, and built-in models), outdoor kitchen islands and equipment packages, outdoor furniture, fire pits, pizza ovens, and patio heaters. The platform is structured around multiple product categories including Grills & Outdoor Cooking, Outdoor Kitchens, Outdoor Furniture, Outdoor Heating, and BBQ Accessories & Gifts. Additional services include free 3D design services for outdoor kitchens, a Pro Program for contractors, financing options, protection plans, and expert product reviews. The company also offers warehouse/deals for refurbished products and clearance items.
Differentiator
Problem solved
Functional benefit
Brands
- BBQGuys Signature: House brand product line featuring fire pits and outdoor living equipment
Products and services
- Gas Grills Freestanding and built-in gas grills for residential outdoor cooking, sold online and shipped nationwide to U.S. homeowners.
- Outdoor Kitchen Islands Complete outdoor kitchen island packages and BBQ islands designed for residential outdoor cooking spaces.
- Outdoor Kitchen Equipment Packages Bundled outdoor kitchen equipment packages that combine grills, storage, and accessories for a complete outdoor cooking setup.
- Outdoor Furniture Patio furniture and outdoor seating for residential outdoor living spaces.
- Fire Pits Outdoor fire pits including the BBQGuys Signature house-brand line developed by the company's in-house R&D department.
- Pizza Ovens Outdoor pizza ovens for residential outdoor cooking and entertaining.
- Outdoor Compact Refrigerators Compact refrigerators designed and rated for outdoor kitchen use.
- Patio Heaters Outdoor heating solutions for patios and other outdoor living spaces.
- Outdoor Kitchen Storage Storage solutions for outdoor kitchens, including cabinets and drawers.
- BBQ Accessories & Gifts BBQ accessories, gift cards, and BBQ-themed gifts for grill owners and gift purchasers.
- Free 3D Design Services Free expert 3D renderings and outdoor kitchen planning assistance provided by BBQGuys design experts at no extra cost to customers.
- Pro Program Exclusive contractor and trade-professional program providing special pricing, dedicated account management, and personalized assistance for larger outdoor kitchen projects.
- Financing Services Customer financing options including 0% APR financing available for qualified purchasers of grills and outdoor kitchen products.
- Protection Plans Extended protection plans covering purchased grills, outdoor kitchen equipment, and accessories.
- BBQGuys Signature House Brand In-house developed line of BBQGuys Signature branded fire pits and outdoor living equipment, designed and produced by the company's R&D department.
- Warehouse Deals Used, refurbished, and clearance grills and outdoor living products offered at discounted prices through a dedicated deals section.
Quantifiable outcome
- Save up to 60% off on select products during promotional sales
- +1 more outcomes
Companies that use ShoppersChoice
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
ShoppersChoice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
ShoppersChoice partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Blaze GrillscoreFeatured brand partner with promotional deals including 10% off almost everything. Blaze is a popular gas grill brand sold through BBQGuys.
- Mont AlpicoreFeatured brand partner with promotional deals save up to $1,600 on all Mont Alpi products. Outdoor kitchen island manufacturer.
- NapoleoncoreFeatured brand partner with promotional deals save up to 15% on select Napoleon freestanding grills. Premium grill manufacturer.
- Weber GrillscoreMajor brand partner offering popular gas, charcoal, and pellet grills. One of the most recognized names in grilling.
- recteq Pellet GrillsminorFeatured brand partner specializing in pellet grills, sold through BBQGuys e-commerce platform.
- DarleeminorPatio furniture brand featured in promotions with savings up to 25% on select products.
- Wildfire RanchminorPro grill manufacturer featured in promotions with free gift with purchase on select pro grills.
Scale indicators3 records
ShoppersChoice competitors and assessment
Company assessmentDirect peers
- Frontgate: Frontgate is a direct-to-consumer retailer of premium outdoor furniture, grills, fire pits, and outdoor living products. Highly comparable to BBQGuys in product mix, target customer (affluent homeowners), and emphasis on premium brands and design services.
- Traeger Grills: Traeger is the leading pellet grill brand and a direct competitor in the outdoor cooking category that BBQGuys serves. Traeger sells both direct-to-consumer and through major retailers, overlapping with BBQGuys on grill SKUs, accessories, and outdoor cooking content.
- Blaze Grills: Blaze is a premium gas grill and outdoor kitchen manufacturer sold through BBQGuys and direct to consumers. Its growing DTC site and aggressive co-marketing with BBQGuys (e.g., 10% off promotions) makes Blaze both a partner and a direct retail competitor in grills and outdoor kitchen islands.
Broad incumbents
- Weber: Weber is one of the most recognized grill manufacturers in the U.S. and a featured brand partner on BBQGuys. While primarily a manufacturer, Weber's growing direct-to-consumer e-commerce site competes head-to-head with BBQGuys in gas, charcoal, and pellet grills.
- Home Depot: Home Depot is the largest U.S. home improvement retailer with a broad grills, outdoor kitchens, patio furniture, and fire pit assortment. It competes directly with BBQGuys on price, selection, and same-day fulfillment across all of BBQGuys' core categories.
- Lowe's: Lowe's is a major U.S. home improvement chain carrying grills, outdoor kitchens, patio furniture, and heating. Like Home Depot, it competes with BBQGuys on category breadth, in-store design services, and Pro/contractor loyalty programs.
- Wayfair: Wayfair is a leading online home goods retailer with deep outdoor furniture, fire pit, and patio heater assortments. Its scale, logistics network, and Hayneedle/Perigold specialty storefronts make it a significant online competitor to BBQGuys' outdoor living business.
- RH (Restoration Hardware): RH operates a premium home furnishings business with a fast-growing outdoor collection spanning grills, modular outdoor kitchens, fire tables, and luxury patio furniture. It overlaps with BBQGuys on aspirational outdoor living customers and high-AOV purchases.
- Ace Hardware: Ace Hardware is a U.S. co-op hardware retailer carrying grills (including Weber), outdoor furniture, and propane/BBQ supplies. It competes with BBQGuys on convenience and local availability, particularly for entry-to-mid tier grill shoppers.
- Williams Sonoma: Williams Sonoma operates premium home brands (Williams Sonoma, Pottery Barn, West Elm) with growing outdoor furniture, pizza ovens, and outdoor kitchen assortments. Its affluent customer base and direct-to-consumer model overlap with BBQGuys' higher-end outdoor living segment.
Market position
Strengths5 records
Weaknesses5 records
Key risks6 records
Key highlights7 records
Customer concentration
ShoppersChoice social profiles
Digital presenceShoppersChoice financial estimates
Financial estimateRevenue estimate
Valuation estimate
ShoppersChoice leadership team
Management profileNumber of profiles
ShoppersChoice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ShoppersChoice M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ShoppersChoice
What does ShoppersChoice do?
ShoppersChoice operates BBQGuys.com, a direct-to-consumer e-commerce retailer of BBQ grills, outdoor kitchen islands and equipment packages, outdoor furniture, fire pits, pizza ovens, patio heaters, and outdoor refrigeration. Sales are supported by free 3D design services, a contractor Pro Program, 0% APR financing, protection plans, and an in-house R&D-developed BBQGuys Signature house brand.
Is ShoppersChoice a public or private company?
ShoppersChoice is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ShoppersChoice founded?
ShoppersChoice was founded in 1998. It employs 101 to 250 people.
Where is ShoppersChoice based?
ShoppersChoice is headquartered in Baton Rouge, United States, in the North America region.
How does ShoppersChoice make money?
One revenue line is on record: product Sales.
Who are ShoppersChoice's main competitors?
Direct peers on record are Frontgate, Traeger Grills and Blaze Grills. Broad incumbents are Weber, Home Depot, Lowe's, Wayfair, RH (Restoration Hardware), Ace Hardware and Williams Sonoma.
Does ShoppersChoice have an API?
No public API is recorded for ShoppersChoice.
What industry is ShoppersChoice in?
ShoppersChoice's product category is Outdoor Living & BBQ E-commerce Retail. Its primary akta.pro industry code is CRAIAIAH, Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories), with a secondary code of CRAMAMAD, Outdoor Cooking, Grills & Fuel Retail. Its NAICS code is 455 and its SIC code is 5940.