What All Things Barbecue does

All Things Barbecue (ATBBQ) is a privately held, founder-owned specialty retailer (All Things Barbecue, LLC) headquartered at 818 W Douglas Ave in Wichita, Kansas, focused on outdoor cooking and outdoor living products. The company has operated for nearly 15 years and combines a direct-to-consumer e-commerce storefront (atbbq.com) with a single physical retail showroom and an in-person cooking class program at its Wichita HQ. It serves two primary consumer segments: backyard BBQ enthusiasts and home cooks seeking guidance and premium equipment, and higher-AOV homeowners building out custom outdoor kitchens. The curated assortment spans grills and smokers (with Yoder Smokers as the flagship brand, alongside Ooni, Napoleon, and Kamado Joe), outdoor kitchens (design consultations and components), outdoor furniture and decor (Polywood, Treasure Garden), sauces/rubs, pantry goods, and accessories.

The business has no proprietary technology stack; it operates as a curated multi-brand retailer. Its core technology exposure is a standard Shopify-class e-commerce platform with payment integrations to Affirm (0% APR financing) and Katapult (leasing), and marketing automation through social channels, YouTube, an email newsletter (ATBBQ Insider), and a substantial content library spanning recipes, Expert Advice blog, and Yoder 101 educational content. ATBBQ monetizes primarily through one-time product sales across hardware and consumables, supplemented by free outdoor kitchen design consultations that drive project-level hardware sales, gift cards starting at $10, and likely referral economics from Affirm/Katapult financing. The company emphasizes expert-led content and community events as customer acquisition and retention assets, with no disclosed subscription, membership, or recurring revenue line.

Name

All Things Barbecue

Legal name

All Things Barbecue, LLC

Website

https://atbbq.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

All Things Barbecue (ATBBQ) is a privately held, Wichita-based specialty retailer that sells premium grills, outdoor kitchens, furniture, sauces, and grilling accessories via its e-commerce site, a single physical showroom, and in-person cooking classes, serving backyard cooking enthusiasts and premium outdoor living homeowners across the United States.

Ownership category

akta.pro rank

Product category

Outdoor Cooking Equipment Retail

NAICS

All Other Specialty Food Retailers (445298)

akta.pro primary industry

Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories) (CRAIAIAH)

akta.pro secondary industry

Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD)

Keywords

• Outdoor cooking equipment
• Grills and smokers
• Outdoor kitchen design
• Barbecue accessories
• Premium grilling brands

Headquarters

HQ city

Wichita

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Grills & Smokers): ATBBQ sells a wide range of grills, smokers, and outdoor cooking equipment from branded manufacturers (Yoder Smokers, Ooni, Napoleon, etc.) through its e-commerce platform and physical store. Revenue is generated through one-time product transactions at marked-up retail prices.
2. Outdoor Kitchen Design Services: ATBBQ offers free consultations for custom outdoor kitchen design, suggesting a services component or at minimum a high-touch sales motion for premium outdoor kitchen projects.
3. Accessories, Sauces, Rubs & Pantry: The company sells consumable BBQ accessories, sauces, rubs, seasonings, and pantry items that provide repeat purchase revenue from the customer base.
4. Gift Cards: Digital gift cards starting at $10, providing a flexible gifting revenue stream.
5. Financing & Leasing Commissions: ATBBQ partners with Affirm (0% APR financing) and Katapult (leasing) to enable customers to purchase high-value items on installment plans, likely generating referral commissions or fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels10 records

Core offering

All Things Barbecue (ATBBQ) is a direct-to-consumer e-commerce and physical retail retailer specializing in outdoor cooking and living products. The company curates and sells grills, smokers, outdoor kitchens, furniture, sauces, rubs, pantry items, and accessories from premium brands such as Yoder Smokers, Ooni, Napoleon Grills, Kamado Joe, and Polywood. ATBBQ supplements sales with an extensive recipe and expert advice content library, free outdoor kitchen design consultations, and in-person cooking classes held at its Wichita, Kansas headquarters.

Product overview

All Things Barbecue (ATBBQ) is an e-commerce retailer specializing in outdoor living and grilling products. The business operates as a single unified e-commerce platform offering multiple interconnected product categories including Grills & Smokers (featuring Yoder Smokers as a flagship brand, along with pellet, charcoal, gas, and ceramic grills), Outdoor Kitchens (design services and components), Outdoor Furniture & Decor, Sauces & Rubs (barbecue sauces, seasonings, marinades, and curing supplies), Pantry (gourmet food items), Accessories (grilling tools, cookware, knives, apparel, coolers), and Cooking Classes & Events. The company also provides educational content through recipes and expert advice blogs, and offers financing options through Affirm. Notable featured brands include Yoder Smokers (American-made grills), Ooni (pizza ovens), Napoleon Grills, Cattleman's Grill, and Polywood outdoor furniture. ATBBQ serves both retail customers and commercial/food service clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Grills & Smokers Complete line of grilling and smoking equipment including pellet grills, charcoal grills, gas grills, pizza ovens, offset smokers, ceramic grills, portable grills, outdoor griddles, specialty grills, and grill heads from brands like Yoder Smokers, Ooni, Napoleon, and Kamado Joe. Targeted at backyard BBQ enthusiasts and home cooks.
• Outdoor Kitchens Full-service outdoor kitchen products including cooking components (side burners, pizza ovens, griddles, warming drawers, ventilation), refrigeration (outdoor fridges, wine chillers, ice makers, kegerators), BBQ islands, storage solutions (access doors, drawers, pantry, trash bins), and bar/sink fixtures, paired with free design consultations. Targeted at homeowners investing in custom outdoor kitchens.
• Outdoor Furniture & Decor Premium outdoor furniture collection including lounging (sofas, loveseats, lounge chairs, Adirondack chairs, sectionals, chaise lounges, ottomans, hammocks), dining furniture (sets, tables, chairs, bar stools), accessories (cushions, throw pillows, lighting, rugs, porch signs, planters), umbrellas, firepits, outdoor heaters, and outdoor speaker systems. Targeted at homeowners building complete outdoor living spaces.
• Sauces & Rubs Extensive selection of barbecue sauces (tomato, mustard, vinegar, mayo, wing sauce, glazes) and rubs (all purpose, beef, pork, poultry, seafood, coffee based, spicy, wild game), plus marinades, brines, injections, meat curing supplies, and all-in-one flavoring kits from brands including Cattleman's Grill and Sweetwater Spice. Targeted at home cooks and pitmasters.
• Pantry Gourmet pantry essentials including chicken wings, rice/grains/beans, honey/syrups/sugars, drink mixes, soup mixes, grilling oils & vinegar, dessert mixes, condiments (ketchup, mustard, hot sauce, pickles, salsas), pizza making supplies, pasta, basic seasonings, chiles, world flavors, and baking supplies. Targeted at home cooking enthusiasts.
• Accessories Comprehensive grilling and cooking accessories including housewares (appliances, barware, drinkware, serveware, dinnerware, cookware), apparel (aprons, t-shirts), knives & cutting boards, BBQ tools & utensils (thermometers, meat injectors, brushes, pizza peels, spatulas, tongs), meat processing equipment (burger presses, jerky racks, grinders, sausage stuffers), grill cookware, coolers, gloves, and gifts. Targeted at grillers, smokers, and outdoor cooks.
• Cooking Classes & Events In-person cooking classes and events held at the Wichita HQ location, with hands-on instruction across grills, outdoor ovens, outdoor living, furniture, outdoor kitchens, Yoder smokers, and appliances. Targeted at customers in the Wichita, Kansas area and traveling enthusiasts.
• Digital Gift Cards Digital gift cards available starting at $10, including corporate gift options, redeemable across the ATBBQ product catalog. Targeted at gifting consumers and corporate buyers.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Nine partnerships are on record, tiered core, minor and flagship.

• AffirmcoreGTM or Marketing PartnerATBBQ partners with Affirm to offer 0% APR financing on grills, furniture, outdoor kitchens and other products. This financing option lowers the barrier to entry for high-value purchases and is prominently featured on the website as a key purchasing option.
• KatapultminorGTM or Marketing PartnerATBBQ offers leasing options through Katapult, providing an alternative financing pathway for customers who prefer to lease rather than purchase outright.
• Yoder SmokersflagshipChannel Partner/ Reseller/ DistributorATBBQ is an authorized retailer and prominent promoter of Yoder Smokers, a premium American-made pellet grill and smoker brand. The company features Yoder Smokers as a flagship brand throughout its website, offers exclusive Yoder Smokers specials, sells Yoder parts and accessories, and provides Yoder 101 educational content. Featured products include the YS640s pellet grill with ACS.
• OonicoreChannel Partner/ Reseller/ DistributorATBBQ carries and sells Ooni pizza ovens, including the Ooni Koda 16 Pizza Oven. Ooni is positioned as a major brand in the pizza oven category.
• Napoleon GrillscoreChannel Partner/ Reseller/ DistributorATBBQ is an authorized retailer of Napoleon Outdoor Grills, a major gas and outdoor grill brand. The company sells Napoleon grill parts and complete grills.
• Kamado JoecoreChannel Partner/ Reseller/ DistributorATBBQ carries and sells Kamado Joe ceramic grill products and replacement parts.
• PolywoodcoreChannel Partner/ Reseller/ DistributorATBBQ features Polywood as a brand partner for outdoor furniture, specifically outdoor lounging and dining furniture.
• Treasure GardenminorChannel Partner/ Reseller/ DistributorATBBQ carries Treasure Garden patio umbrellas and umbrella accessories.
• Sweetwater SpiceminorChannel Partner/ Reseller/ DistributorATBBQ carries Sweetwater Spice products as part of its sauces, rubs, and seasonings offerings.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BBQ Galore: Specialty BBQ and grilling retailer offering grills, smokers, and outdoor cooking accessories across both online and physical stores. Closely comparable specialty positioning and curated brand portfolio.
• The BBQ Shop: Specialty BBQ retailer carrying premium grills, smokers, and accessories. Comparable niche e-commerce focus on premium outdoor cooking equipment targeting enthusiast home cooks.
• BBQ Depot: Specialty e-commerce retailer focused on grills, smokers, and outdoor cooking equipment. Directly comparable as a multi-brand online grill retailer with similar product mix and customer base to ATBBQ.

Broad incumbents

• Amazon: Dominant e-commerce marketplace carrying virtually every grill, smoker, and accessory brand ATBBQ sells. Sets price benchmarks and offers convenience that pressures specialty retailers on commodity SKUs.
• Home Depot: Major home improvement retailer with a significant outdoor cooking and grill category. Competes with ATBBQ on selection, pricing, and nationwide reach, though without a specialty curation focus.
• Lowe's: National home improvement retailer with broad outdoor grilling and outdoor living assortment. Competes with ATBBQ across grills, outdoor kitchens, and patio categories at scale.
• Williams Sonoma: Premium home and lifestyle retailer with a growing outdoor cooking and entertaining assortment. Comparable on premium positioning and lifestyle-led customer experience.
• Frontgate: Premium outdoor furniture and home retailer with grill and outdoor kitchen offerings. Comparable on premium outdoor living positioning and high-AOV customer base.

Emerging players

• Traeger Grills: Direct-to-consumer pellet grill brand and category leader. Competitor via its own DTC channel but also a potential ATBBQ partner — represents both partnership opportunity and disintermediation risk.
• Yoder Smokers: Premium American-made pellet grill manufacturer and ATBBQ's flagship brand. Currently a key partner, but expanding DTC capabilities position it as a potential future competitive threat.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/atbbq
• YouTubeyoutube.com/allthingsbbq
• Facebookfacebook.com/allthingsbbq
• Instagraminstagram.com/allthingsbbq
• TikToktiktok.com/@allthingsbbq
• Pinterestpinterest.com/allthingsbbq

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 All Things Barbecue