What Char-Broil does

Char-Broil, founded in 1948 and headquartered in Columbus, Georgia, is a private outdoor cooking brand operating as a subsidiary of diversified conglomerate W.C. Bradley Co. The company designs, manufactures, and distributes a broad portfolio of outdoor grills across gas, charcoal, electric, and hybrid fuel types, organized into tiered product lines including Performance Series (FlavorMax technology), Pro Series (Amplifire technology with 3-in-1 cooking), Bistro Pro (Electric2Coal hybrid), and specialty offerings such as The Big Easy oil-less cooker, Kettleman TRU-Infrared charcoal grills, and the Medallion Series Vista outdoor kitchen. Its technical differentiation rests on patented hybrid systems (Gas2Coal, Electric2Coal) and infrared cooking technologies that enable mode-switching between fuel types and reduced flare-ups, positioned as the first grill brand offering gas grilling, griddling, and charcoal cooking in a single unit. Per Yipit 2025 data, Char-Broil is America's #1 gas grill brand by unit sales.

The business model is B2C mass-market hardware sales across a price range from $89.99 (entry-level tabletop) to $999.99 (premium outdoor kitchen), with a recurring revenue layer from accessories, replacement parts, and grilling upgrades ($5.99 to $64.99). Distribution runs through dual channels: direct-to-consumer e-commerce on charbroil.com with U.S.-based customer support, plus retail distribution through big box, home improvement, and specialty outdoor living stores. The company serves primarily residential outdoor cooking enthusiasts (homeowners, renters, families, tailgaters) and a secondary segment of outdoor kitchen builders seeking integrated custom installations, with an online outdoor kitchen configurator supporting the latter. In 2026, Char-Broil launched a multi-channel '3-in-1 Grilling Starts Here' brand campaign with creative agency The Variable, secured NASCAR entitlement sponsorship (Charbroil 300), and expanded into the UK market with the Patio Bistro E2Coal and Cube E portable grill.

Name

Char-Broil

Legal name

Charbroil

Website

https://Charbroil.com

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

101–250 employees

Short description

Char-Broil is a 1948-founded, private U.S. outdoor cooking brand and America's #1 gas grill brand by unit sales, selling gas, charcoal, electric, and hybrid grills plus accessories through DTC e-commerce and retail to residential consumers and outdoor kitchen builders.

Ownership category

akta.pro rank

Product category

Outdoor Cooking Grills

NAICS

Commercial Bakeries (311812)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD)

Keywords

• Outdoor gas grills
• Charcoal grills
• Electric grills
• Hybrid grills
• Grilling accessories

Headquarters

HQ city

Columbus

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Hardware Sales - Grills: Primary revenue from selling outdoor grills including gas, charcoal, electric, and hybrid models. Products range from entry-level 2-burner gas grills at $149.99 to premium outdoor kitchen setups at $999.99.
2. Accessories and Replacement Parts: Revenue from grilling accessories including cooking tools, cookware, cleaning tools, grilling upgrades, and replacement parts. Accessory prices range from $5.99 to $64.99.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Char-Broil designs, manufactures, and sells outdoor cooking grills across gas, charcoal, electric, and hybrid fuel types. The portfolio spans product lines such as Performance Series, Pro Series, Bistro Pro, Edge Electric, The Big Easy, Gas2Coal, Kettleman, American Gourmet, and C-Line, plus outdoor kitchen solutions (e.g., Medallion Series Vista) and a catalog of grilling accessories. The company sells through charbroil.com direct e-commerce and major retail channels.

Product overview

Char-Broil offers a diversified portfolio of outdoor grilling products organized across multiple product lines. The core offerings include Performance Series™ (mid-range gas grills with FlavorMax™ technology), Pro Series™ (premium grills with Amplifire™ technology and 3-in-1 cooking capability), and Bistro Pro™ (compact electric/charcoal grills for small spaces). The company provides specialized products including Edge Electric Grills, The Big Easy® oil-less cooker, Gas2Coal® hybrid grills combining gas and charcoal, Kettleman® TRU-Infrared™ charcoal grills, and complete outdoor kitchen solutions like the Medallion Series™ Vista. Charcoal-specific offerings include American Gourmet® and C-Line charcoal grills, while the Deluxe Combo Grill bridges gas and charcoal cooking. The portfolio spans gas grills (2-4 burners), charcoal grills, electric grills, 3-in-1 hybrid grills, smokers, portable grills, and griddles. Accessories include cooking tools, cookware, cleaning supplies, and the Outdoor Kitchen Configurator service for custom builds.

Differentiator

Problem solved

Functional benefit

Brands

• Performance Series™: Mid-range grill line featuring FlavorMax™ cooking system with even heat distribution and fewer flare-ups.
• Pro Series™
• Bistro Pro™
• Edge Electric Grill
• The Big Easy®
• Gas2Coal®
• American Gourmet®
• Kettleman®

Products and services

• Performance Series Grills

Quantifiable outcome

• Leading U.S. gas grill brand by unit sales (Yipit 2025)
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• The VariablecoreGTM or Marketing Partner · 15 April 2026Creative agency partnership for the '3-in-1 Grilling Starts Here' marketing campaign launched April 15, 2026. The Variable developed the campaign to highlight multi-function grilling capabilities combining gas grilling, griddling, and charcoal cooking. Campaign runs across streaming, social, digital video, and retail media channels.
• Charlotte Motor Speedway / O'Reilly Auto Parts SeriescoreGTM or Marketing Partner · 25 February 2026Charbroil named entitlement sponsor for the O'Reilly Auto Parts Series Charbroil 300 NASCAR race at Charlotte Motor Speedway on May 23, 2026. Includes fan activations, prize of Charbroil grill for race winner, and active brand engagement during race weekend.
• KanduminorImplementation/ SI/ Consulting PartnerAssembly service partner for grill assembly. Customers can visit Kandu to schedule professional assembly of Charbroil grills, which can be difficult to assemble independently.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Masterbuilt: Masterbuilt is a leading U.S. electric smoker, fryer, and outdoor cooker brand. Its Big Easy and electric smoker products compete with Char-Broil's Big Easy and smoker categories in specialty outdoor cooking.
• Napoleon Grills: Napoleon is a Canada-based premium grill manufacturer competing across gas, charcoal, and infrared grills. Its TRU-Infrared-adjacent technology positioning and strong international presence make it a close comparable to Char-Broil's portfolio.
• Big Green Egg: Big Green Egg built a category-defining kamado grill brand with cult-like enthusiast loyalty. It competes for the same premium outdoor cooking consumer, particularly in charcoal and lifestyle-driven segments.
• Traeger Grills: Traeger pioneered the wood-pellet grill category in the U.S. and competes for the same outdoor cooking enthusiast consumer. It pressures Char-Broil at the premium end and increasingly on connected/smart grilling technology.
• Broil King: Broil King is a Canadian gas grill specialist with strong North American retail presence and premium positioning. It competes directly with Char-Broil in mid- and upper-tier gas grills and uses similar infrared-style cooking technology claims.
• Weber: Weber is the most direct competitor to Char-Broil in U.S. gas grills, with deep brand heritage, broad retail distribution, and a strong premium grill portfolio. It competes head-to-head with Char-Broil's Performance and Pro Series across price tiers.
• Pit Boss Grills: Pit Boss is an emerging value-to-mid-tier player in pellet, gas, and combination grills. It competes with Char-Broil on price-driven entry-level and combo grill offerings, particularly in big-box channels.

Broad incumbents

• Cuisinart: Cuisinart is a broad kitchen and outdoor cooking incumbent with grills, griddles, and accessories. It competes with Char-Broil across multiple price tiers and channels but as part of a wider small-appliance portfolio.
• Kenmore: Kenmore is a broad home appliance brand with gas grill offerings sold through Sears and partner retailers. It overlaps with Char-Broil on entry-level gas grills and is a comparable consumer durables incumbent.

Emerging players

• Blackstone Products: Blackstone built a fast-growing outdoor griddle brand targeting the same backyard cooking consumer. It overlaps with Char-Broil's griddle and Pro Series grill-and-griddle combinations, particularly among younger and family segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/charbroil
• Facebookfacebook.com/charbroil
• LinkedInlinkedin.com/company/char-broil

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Char-Broil