Broil King
- Company typePrivate
- Founded1906
- HeadquartersWaterloo, Canada
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
Broil King firmographics
Firmographics- Name
- Broil King
- Legal name
- Onward Manufacturing Company Limited
- Website
- https://broilkingbbq.com
- Company type
- Private
- Founded year
- 1906
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Broil King industry classification
Industry- Product category
- Outdoor Barbecue Grills
- SIC
- Electric Housewares & Fans (3634)
- akta.pro primary industry
- Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories) (CRAIAIAH)
- akta.pro secondary industries
- Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD), Outdoor & Specialty Major Appliance Retail (Outdoor Kitchens, Grills, Ice Makers) (CRACACAG)
Keywords
Where Broil King is headquartered
LocationHeadquarters
- HQ city
- Waterloo
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Broil King business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Hardware Sales: Primary revenue from selling outdoor grilling appliances including gas grills, pellet grills, charcoal grills, and portable grills under multiple product lines (Imperial, Regal, Baron, Crown, Classic, Porta-Chef).
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Broil King product offering
Product offeringCore offering
Broil King designs, manufactures, and distributes outdoor gas, pellet, and charcoal barbecue grills under multiple product lines (Imperial, Regal, Baron, Crown, Classic, and Porta-Chef). The company sells its grills and accessories to consumers through its own direct-to-consumer e-commerce channel and an authorized retail dealer network across North America, with select models offering iQue connected grilling technology.
Product overview
Broil King is an outdoor cooking appliance company offering a comprehensive portfolio of gas, pellet, and charcoal grills under multiple product lines (Imperial, Regal, Baron, Crown, Classic, Porta-Chef), complemented by built-in outdoor kitchen solutions. The company differentiates through its proprietary iQue smart grilling technology, which provides WiFi-connected temperature control, food monitoring, and recipe access via a mobile app. The product lineup includes premium, mid-range, and portable options, supported by a range of accessories (griddles, pizza stones, smoker boxes) designed to expand grilling versatility.
Differentiator
Problem solved
Functional benefit
Brands
- iQue: Smart grill technology brand featuring app-enabled temperature control, cooking monitoring, and recipe access for gas and pellet grills.
Products and services
- Imperial series gas grills Top-of-the-line premium gas barbecue grills in the Broil King lineup, designed for consumers seeking high-end features, build quality, and cooking capacity for residential outdoor cooking.
- Regal series gas grills Upper-mid-tier gas barbecue grills offering a balance of premium features and value, targeted at enthusiast home grillers.
- Baron series gas grills Mid-tier gas barbecue grills positioned for everyday residential grilling with solid performance at a moderate price point.
- Crown series gas grills Entry-to-mid-tier gas barbecue grills targeting value-conscious consumers seeking reliable Broil King build quality.
- Classic series gas grills Entry-level gas barbecue grills offering accessible price points for first-time and budget-conscious grill buyers.
- Broil King pellet grills Pellet-fueled barbecue grills and smokers for consumers who prefer wood-pellet flavor and set-and-forget temperature control in residential outdoor cooking.
- Broil King charcoal grills Charcoal-fueled barbecue grills for consumers who prefer traditional charcoal cooking flavor and experience.
- Porta-Chef portable grills Portable Broil King grills designed for consumers who need a transportable outdoor cooking solution for camping, tailgating, or small-space use.
Companies that use Broil King
Customer profileSegments1 record
Ideal customer profiles1 record
Broil King technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Broil King partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
Broil King competitors and assessment
Company assessmentDirect peers
- Big Green Egg: Big Green Egg leads the kamado-style ceramic grill category and competes with Broil King for premium, design-conscious outdoor cooking enthusiasts and built-in outdoor kitchen installs.
- Weber: Weber is the dominant global gas/charcoal grill brand with the Weber Connect smart-grilling platform — directly comparable to Broil King across gas, charcoal, pellet, and connected grill categories and premium price tiers.
- Traeger Grills: Traeger pioneered wood-pellet grilling in the U.S. and built the WiFIRE connected platform — a direct competitor to Broil King's pellet grills and iQue smart technology in the enthusiast/smoker segment.
- Napoleon Grills: Napoleon is a Canadian-headquartered manufacturer of gas, charcoal, and pellet grills plus outdoor kitchen built-ins — directly comparable to Broil King's product portfolio, price tiers, and home market.
- Char-Broil: Char-Broil competes head-to-head with Broil King in gas grills across entry-to-mid-tier price points, sold through the same big-box and specialty retail channels in North America.
- Pit Boss Grills: Pit Boss is a leading pellet grill and barrel-cooker brand competing directly with Broil King's pellet grill line on price, fuel versatility, and digital temperature control.
- Camp Chef: Camp Chef competes with Broil King in pellet grills, portable grills, and griddle/accessory ecosystems targeted at outdoor cooking enthusiasts and tailgaters.
- Z Grills: Z Grills is a value-positioned pellet grill specialist that competes on price for the same DIY and enthusiast consumer that Broil King addresses with its Regal and entry-level lines.
- Masterbuilt: Masterbuilt focuses on smokers, charcoal grills, and fryers — directly overlapping Broil King's charcoal/smoker sub-portfolio and competing for the same low-and-slow cooking segment.
- Rec Tec Grills: Rec Tec is a DTC-leaning pellet grill brand with app-connected controls, directly competing with Broil King's iQue-enabled pellet grills in the connected-cooking enthusiast segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Broil King social profiles
Digital presenceBroil King financial estimates
Financial estimateRevenue estimate
Valuation estimate
Broil King leadership team
Management profileNumber of profiles
Profiles1 record
Broil King funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Broil King M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Broil King
What does Broil King do?
Broil King designs, manufactures, and distributes outdoor gas, pellet, and charcoal barbecue grills under multiple product lines (Imperial, Regal, Baron, Crown, Classic, and Porta-Chef). The company sells its grills and accessories to consumers through its own direct-to-consumer e-commerce channel and an authorized retail dealer network across North America, with select models offering iQue connected grilling technology.
Is Broil King a public or private company?
Broil King is a private company. It is classified as corporate owned and is currently operating.
When was Broil King founded?
Broil King was founded in 1906. It employs 101 to 250 people.
Where is Broil King based?
Broil King is headquartered in Waterloo, Canada, in the North America region.
How does Broil King make money?
One revenue line is on record: hardware Sales.
Who are Broil King's main competitors?
Direct peers on record are Big Green Egg, Weber, Traeger Grills, Napoleon Grills, Char-Broil, Pit Boss Grills, Camp Chef, Z Grills, Masterbuilt and Rec Tec Grills.
Does Broil King have an API?
No public API is recorded for Broil King.
What industry is Broil King in?
Broil King's product category is Outdoor Barbecue Grills. 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 SIC code is 3634.