The American BBQ Company

What The American BBQ Company does

The American BBQ Company (legal entity: The American BBQ Company (Europe) Limited) is a UK-based, privately-held distributor founded in 2005 by Nick Kelvin and headquartered in Hockliffe, Bedfordshire. It operates as the exclusive UK and EU distributor for Cookshack Inc.'s commercial smoker ovens — specifically the SmartSmoker electric range (SM070, SM160, SM260, SM360, with capacities from 22.5kg to 274kg) and the Fast Eddy's by Cookshack pellet-fired range (FEC120 through FEC750, with capacities from 67kg to 340kg including rotisserie variants). The company also distributes a portfolio of complementary brands including Traeger, ProQ, Cook-Air, Flaming Coals, La Caja China, MojoBricks, and Lumber Jack BBQ Pellets.

The company's underlying product technology is built around two platforms: the IQ5 digital controller (programmable time/temperature with USB data logging of up to 512 hours of cook time, meat probe cooking, and 3-stage cooking options) and 100% hardwood pellet-fired cooking via auger-fed hoppers (15.8kg to 36kg capacity depending on model). The Cookshack SmartSmokers are CE-compliant 240v electric units converted from US-spec equipment, while Fast Eddy's units are wood-burning pellet smokers with offset firebox designs. Recurring revenue is supported by consumables — hardwood BBQ pellets in 9-12kg bags, MojoBricks smoking bricks, and other smoking woods — and an accessories aftermarket including cold-smoke kits, rib racks, probes, and GrillGrates.

The business model is sales-led, quote-based B2B hardware sales to commercial foodservice operators (BBQ joints, restaurants, pubs, hotels, mobile caterers, delicatessens) supplemented by a B2C consumer e-commerce channel via shop.americanbbq.co.uk. The company has reportedly sold over 500 commercial units across approximately 200 UK outlets run by more than 150 operators and offers complimentary BBQ consultancy, in-situ training, repairs, and a 190-page recipe cookbook ('Get Smokin'') with commercial purchases. Operations are run by a team of 1-10 employees including Managing Director Nick Kelvin and Pit Master Darren Brown (25+ years professional chef experience).

Name

The American BBQ Company

Legal name

The American BBQ Company (Europe) Limited

Website

https://americanbbq.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Commercial BBQ and Smoking Equipment Distribution

akta.pro primary industry

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

akta.pro secondary industry

Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD)

Keywords

• Commercial smoker ovens
• BBQ equipment distribution
• Pellet smokers
• Hardwood smoking products
• Outdoor cooking equipment

Headquarters

HQ city

Hockliffe

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Commercial Smoker Oven Sales: Sale of commercial-grade smoker ovens (Cookshack SmartSmokers and Fast Eddy's by Cookshack ranges) to food service operations including BBQ joints, restaurants, pubs, and caterers. Products sold as one-time purchases with manufacturer warranties.
2. Domestic/Backyard BBQ Equipment: Sale of pellet grills (Traeger, ProQ), roasting boxes (La Caja China), rotisseries, smoking woods, pellets, and BBQ accessories to consumers and enthusiasts via shop.americanbbq.co.uk.
3. Smoke Wood and Pellets: Sale of hardwood BBQ pellets, smoking bricks (MojoBricks), and other smoking wood products to commercial and domestic customers.
4. Spare Parts and Accessories: Replacement parts, covers, meat probes, rib racks, cold-smoking kits, and other accessories for smoker ovens.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

The American BBQ Company distributes commercial barbecue smoker ovens and charcoal/pellet-burning products as the exclusive UK/EU distributor for Cookshack SmartSmokers and Fast Eddy's by Cookshack, serving food service operators with electric and wood-pellet commercial pits. The company also retails domestic BBQ equipment including Traeger pellet grills, ProQ smokers, La Caja China roasting boxes, rotisseries, hardwood pellets, and smoking bricks through a separate consumer e-commerce storefront.

Product overview

The American BBQ Company offers a comprehensive portfolio of commercial and domestic BBQ smoking and grilling equipment. Commercially, they provide two main smoker lines: Cookshack SmartSmokers (electric-powered units in four sizes from 22.5kg to 274kg capacity with IQ5 digital controllers) and Fast Eddy's by Cookshack pellet-fired smokers (five models from FEC120 to FEC750, ranging from 67kg to 340kg capacity, including both standard and rotisserie variants). Supporting consumables include Hardwood BBQ Pellets and MojoBricks smoking bricks. For domestic use, the company distributes Traeger Pellet Grills, ProQ Smokers & Grills, Cook-Air portable grills, and La Caja China roasting boxes, along with rotisseries and accessories like GrillGrates. All commercial products feature digital control systems with cook-and-hold functionality and use 100% hardwood for authentic smoke flavor.

Differentiator

Problem solved

Functional benefit

Brands

• Fast Eddy's by Cookshack: Grand Championship-winning 100% wood-burning pellet smokers for commercial BBQ joints
• Cookshack SmartSmokers
• Flaming Coals
• MojoBricks
• Lumber Jack BBQ Pellets
• La Caja China
• Cook-Air
• Traeger Grills

Products and services

• Cookshack SmartSmoker SM070 Electric commercial smoker oven with 22.5kg capacity, designed for smaller restaurants, pubs, and delicatessens. Features a 1000W heating element, LED controller, cook-and-hold functionality, and an included cold-smoke baffle.
• Cookshack SmartSmoker SM160 Electric commercial smoker oven with 54kg capacity, featuring a 1500W heating element, IQ5 digital controller with USB data logging, and an optional cold-smoking kit, suitable for BBQ joints, restaurants, and food retailers.
• Cookshack SmartSmoker SM260 Larger electric commercial smoker oven with 108kg capacity, dual 1500W heating elements, IQ5 controller, and an optional smokehood and cold-smoking kit, designed for bigger foodservice operations.
• Cookshack SmartSmoker SM360 High-volume electric commercial smoker oven with 274kg capacity, four 1500W heating elements, IQ5 controller with 3-stage cooking, and optional cold-smoke kit and smokehood, suitable for very high-volume production.
• Fast Eddy's FEC120 Pellet Smoker Entry-level pellet-fired commercial smoker with 67kg capacity, offset firebox design, convection fan, and IQ5 digital controller. Uses hardwood BBQ pellets fed by an auger mechanism, suitable for BBQ joints, restaurants, and mobile caterers.
• Fast Eddy's FEC240 Pellet Smoker Mid-range pellet-fired commercial smoker with 113kg capacity, combining offset firebox and convection fan features with a 15.8kg hopper capacity, designed for medium-volume foodservice operations.
• Fast Eddy's FEC300 Rotisserie Pellet Smoker Rotisserie-style pellet-fired commercial smoker with 158kg capacity, featuring an 18kg hopper, convection fan, IQ5 controller, and foot pedal for rotisserie control. Designed as a competition-winning barbecue pit.
• Fast Eddy's FEC500 Rotisserie Pellet Smoker Large rotisserie pellet smoker with 227kg capacity, delivering 40% more than the FEC300. Features a 72,000 BTU burner and an optional smoke evacuator, suited to volume production.
• Fast Eddy's FEC750 Rotisserie Pellet Smoker Largest rotisserie pellet smoker with 340kg capacity, 36kg hopper, 108,000 BTU burner, and optional smoke evacuator. Built on tubular steel perimeter for durability, suited to industrial premises and festival catering.
• Hardwood BBQ Pellets 100% natural hardwood food-grade BBQ pellets available in various wood types and blends. Brands include Cookshack/Fast Eddy's, Green Mountain Grills, and Lumber Jack. Supplied in 9-12kg bags.
• MojoBricks Smoking Bricks Concentrated smoking bricks made from natural hardwood with no binders or chemicals. Available in Competition Blend, and single woods including Cherry, Hickory, Maple, and various oak blends. Used by competition BBQ teams for concentrated wood smoke flavour.
• Traeger Pellet Grills Wood-fired pellet grills for domestic/backyard use, distributed in the UK. Includes Timberline, Ironwood, and Pro series models.
• ProQ Smokers and Grills UK-made BBQ smokers and grills for beginners, enthusiasts, and professionals. Includes charcoal and wood-burning models with accessories.
• Cook-Air Portable Grill Award-winning portable wood-burning grill reaching 595°C. Weighs under 8kg, features 5-speed fan, and 35cm cooking surface. Includes 12v car adapter and battery options.
• La Caja China Roasting Boxes US-made roasting boxes for whole-animal cooking. Available in #1 (up to 35kg), #2 (up to 50kg), and #3 (up to 7kg) sizes, plus SP-150DP professional model.
• Rotisseries Rotisserie kits and units including Cyprus Spits, small and large rotisseries, and DIY/portable options with accessories.
• GrillGrates Sear station grates that add up to 40°C to cooking surface temperature, enabling better searing on pellet grills. Available for Traeger Timberline, Ironwood, and Pro models.
• BBQ Accessories Includes grill tools, gadgets, probes/thermometers, GMG accessories, roasting box accessories, and covers for smoker ovens and BBQ equipment.

Quantifiable outcome

• Running costs as low as 20p per load (SM070/SM160 with BBQ pellets)
• +5 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Cookshack Inc.coreOEM/ Whitelabel/ Licensing PartnerCookshack Inc. is the US manufacturer of SmartSmokers and Fast Eddy's by Cookshack commercial smoker ovens. The American BBQ Company is the exclusive UK/EU distributor of Cookshack's SmartSmokers and Fast Eddy's by Cookshack range. Products are built in the USA and converted to 240v/CE compliance for the UK/EU market.
• Traeger Wood-Fired GrillscoreChannel Partner/ Reseller/ DistributorUK distributor for Traeger Wood-Fired Grills for domestic/backyard use. The American BBQ Company claims to be the first major importer of pellet grills into the UK, initially early-days Traeger, then Green Mountain Grills, and now part of the Traeger UK distribution family.
• ProQ (UK BBQ Equipment)minorChannel Partner/ Reseller/ DistributorUK distributors for ProQ brand of barbecues and smokers - renowned BBQs and smokers for beginners, enthusiasts, and professionals from a British company.
• MojoBricksminorChannel Partner/ Reseller/ DistributorUK distributor for MojoBricks smoking bricks - natural hardwood smoking bricks made from compressed hardwood with no added binders or chemicals. Used by competition BBQ teams for concentrated wood smoke flavour.
• Lumber Jack BBQ PelletsminorChannel Partner/ Reseller/ DistributorUK distributor for Lumber Jack BBQ Pellets - 100% hardwood BBQ pellets with single woods and blends available, typically 60% Oak and 40% bark-on flavour wood.
• La Caja ChinaminorChannel Partner/ Reseller/ DistributorUK distributor for La Caja China roasting boxes - US-built roasting boxes, also known as 'Cajun Microwaves', for cooking whole animals and large quantities of meat.
• Cook-AirminorChannel Partner/ Reseller/ DistributorUK distributor for Cook-Air wood and charcoal-burning products - award-winning portable grills that use wood as fuel with adjustable heat from 5-speed fan.
• Flaming CoalsminorChannel Partner/ Reseller/ DistributorUK distributor for Flaming Coals products - rotisseries and related BBQ equipment.

Scale indicators5 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Napoleon Grills: Canadian BBQ and outdoor heating manufacturer with established UK/European distribution. Comparable to the subject company across the domestic BBQ equipment and outdoor cooking accessories category, though with a much wider product range that extends into heating and home products.
• Alto-Shaam: US-based manufacturer of commercial cooking and holding equipment including low-temperature smoke ovens. Competes with the subject company's Cookshack SmartSmoker line in commercial foodservice kitchens (hotels, restaurants, delis), though operating at far larger scale across a much broader cooking equipment portfolio.
• Pit Boss Grills: Large US-based pellet grill and smoker manufacturer with broad product range from entry to commercial-grade units and international e-commerce distribution. Overlaps with the subject company's pellet smoker portfolio on both domestic and commercial sides, but at much larger scale and broader retail footprint.
• Char-Broil: US-based mass-market grill and smoker brand with international retail presence. Overlaps with the subject company in domestic outdoor cooking equipment, particularly gas-and-charcoal smokers and accessories, but competes primarily on price at the entry end rather than premium/commercial BBQ segments.
• Weber (Stephen) LLC: Global grilling category leader with deep UK and European retail presence across charcoal, gas, and pellet grills. Competes with the subject company in domestic BBQ equipment and increasingly in pellet/smoker categories, though with a much broader product portfolio and far greater marketing spend.

Direct peers

• Traeger Grills: US pellet grill market leader; The American BBQ Company is one of Traeger's UK distributors. Traeger operates its own UK presence and competes in the same wood-pellet outdoor cooking category as the subject company across both domestic and commercial segments.
• Ole Hickory Pits: US manufacturer of commercial-grade rotisserie and BBQ pit smokers used by competition teams and BBQ restaurants. Directly comparable to the Fast Eddy's commercial pellet smoker line distributed by the subject company, targeting the same high-volume foodservice and competition BBQ customer base.
• ProQ BBQ Equipment: UK-based manufacturer of BBQ smokers and grills for beginners through professionals; the subject company distributes ProQ products domestically in the UK, while ProQ also sells direct — making it both a partner and a competing UK BBQ equipment retailer.
• Cookshack Inc. US-based manufacturer of SmartSmokers and Fast Eddy's pellet smokers — the exact product lines The American BBQ Company distributes exclusively in the UK/EU. They are simultaneously partner and upstream peer; their product roadmap directly determines the subject company's commercial offering.

Emerging players

• Camp Chef: US manufacturer of pellet grills, smokers, and outdoor cooking equipment with growing international distribution. Comparable to The American BBQ Company's domestic/backyard segment in product category, target customer, and pellet-based technology, though more focused on camping/outdoor enthusiasts than commercial BBQ.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/abbqco
• LinkedInlinkedin.com/company/the-american-bbq-company-europe-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 The American BBQ Company