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Time to Fire Up the Barbecue Grill
The 22nd Annual Weber GrillWatch Survey reveals that 7% of Americans report spending more than 10 hours each week cooking outdoors during their grilling season. With this, almost half (49%) of all study respondents say they grill or smoke-cook year-round.
The survey also shows that U.S. grill and smoker owners cook an average of five hours per week. Additionally, 22% say they are grilling "more" this year compared to last.
Nearly 78% of U.S. grill and/or smoker owners say grilling is an "extremely important" or "pretty important" activity when entertaining guests at their home. Among those who grill primarily on charcoal (who also tend to be more passionate about grilling overall), an impressive 92% agree with either statement. Nearly one-fourth of Weber GrillWatch Survey respondents hosted at least five barbecue parties during the summer of 2010.
The grill continues to be the most important feature in the outdoor room at 59%, followed by a dining area (49%) and "food prep/counter space" (48%). Nearly one-third of those who have an outdoor room, defined in the industry as an outdoor area with designated cooking, dining and entertainment spaces, say they plan to use this room more in 2011 than they did in 2010.
Favorite Grilled Meals and Foods
Dinner remains the primary meal grilled on a regular basis (89%), followed by lunch (35%) and breakfast (3%). Although eight out of 10 grillers respond that they have never grilled breakfast outdoors, more than half of them are interested in learning.
Here are the Top 5 foods grilled most often during the last year:
1. Hamburgers (69%)
2. Steak (46%)
3. Chicken pieces (42%)
4. Hot dogs (39%)
5. Ribs (17%)
2011 Weber GrillWatch Survey respondents cited the following five foods as the "most challenging" to grill:
1. Desserts (34%)
2. Tie for second: Fish and pizza (both at 27%)
3. Shellfish (25%)
4. Fruits (22%)
While 96% of all Americans grill burgers outdoors, beef burgers are the country's favorite at 93%, followed by turkey (14%) and vegetables (6%). Favorite burger toppings are onions (62%), tomatoes, (61%), lettuce and ketchup (both 59%) and mustard (50%).
Other Grilling Facts from the 2011 Weber GrillWatch Survey
- Currently, 71% of all Americans own an outdoor grill and/or smoker.
- The majority own a gas grill (67%). Of these, 7% use a natural gas line versus a propane tank grill.
- 46% own a charcoal grill.
- 10% own a smoker.
- 4% own an outdoor electric grill.
- 30% of Americans own two or more outdoor grills or smokers, which is down 5% from 35% in 2010; 5% own three or more, which is down 2% from 2010.
- Although fewer people are grilling away from home compared to last year (53% compared to 65%), campgrounds are the second favorite venue (37%), with parks following at 28%, beaches at 18% and tailgates close behind at 17%.
- U.S. gas grill owners report these as their top barbecue features: 52% have a side burner (down from 2010's 61%); 27% have a rotisserie (down from 2010's 32%); and 19% have a sear zone of some kind (up from 17% in 2010).
- An overall 4% of all U.S. grill owners say there are outdoor barbecue restrictions where they live. Half of these report that gas grills aren't allowed, and the other half report that charcoal grills aren't allowed. The majority of these respondents (13%) live in urban areas versus those who live in rural or suburban areas of the country (7%).
- Men are still the primary griller in most U.S. households (61%) with 20% of households reporting that it's a shared responsibility among men and women.
- Independence Day remains as the favorite grilling holiday at 81%, followed by birthdays at 67%, Labor Day at 66%, and Memorial Day (61% compared to 71% last year). Father's Day is fifth this year at 48%.
(Source: Casual Living, 03/07/11)
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RAB Sessions at the NAB Show
The Radio Advertising Bureau will present seven informative, timely workshops at the upcoming NAB Show, April 9-14 in Las Vegas.
These sessions are scheduled for April 11, 12 and 13, and will focus on issues such as creating new revenue streams, enhancing management skills, developing integrated media campaigns, and selling digital advertising.
For more information on the NAB show, click here.
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Next Certified Digital Marketing Consultant Class Begins April 7
There is a reason Radio is not getting the Digital revenue it deserves: Too many clients don't think Radio sellers understand Digital. And that means the money that could be going to Radio, to your stations, to your commission checks, is likely going somewhere else.
It doesn't have to.
RAB's Certified Digital Marketing Consultant (CDMC) training will give you and your team the confidence and ability to present and close your station's Digital business. Period.
The next online class begins Thursday, April 7. For more information, contact Rob Boaden today at (843) 757-5066 or rboaden@rab.com.
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