The British barbecue, once notorious for burnt sausages and undercooked chicken, is undergoing a revolution. Over the past few years, sales of high-end barbecues costing over £1,000 have soared, transforming outdoor cooking into a year-round gastronomic pursuit.
The Rise of Premium Barbecues
The Big Green Egg, a pioneer in premium outdoor cooking, has recorded 1 million visits to its UK website this year. Its classic model retails at £1,495. Other luxury options include Bertha's Tardis-like outdoor coal ovens in aubergine purple and racing green for £4,500, and Kamado Joe's Series III charcoal barbecue at £2,000, which comes with a protective cover, charcoal, and fire starters. The Konnected Joe iteration even features built-in Wi-Fi. The OFYR wood-fired outdoor unit, priced at £1,295, is a popular choice that doubles as a fire pit.
John Lewis reports a 100% increase in sales of its premium barbecue range over the past 12 months. Weber has also noticed rising demand for its premium models.
Why the Boom?
According to Alexandra Hayes, co-founder of the food consultancy Harris and Hayes, the trend emerged during the Covid lockdowns when dining out was restricted. "Consumers still wanted to create new and special food and drink experiences, to set them apart from the routine and everyday," she says.
Chef-restaurateur Melanie Brown of The Laundry in Brixton, who hosts off-grid cooking nights using Big Green Eggs or an OFYR, notes a massive shift in the interpretation of barbecue. "It's no longer burning the shit out of something, it's turned from charring to gastronomy," she says.
Year-Round Appeal
Barbecues are no longer reserved for summer. Brown says customers are buying premium barbecues for year-round use. Additionally, summers are getting hotter and longer. The Met Office reports that last summer was the hottest on record, and all five of the UK's warmest summers have occurred since 2000.
Brown, originally from New Zealand, says people there "barbecue at the drop of a hat," rain or shine. "If you're using a premium barbecue three or four times a week, and you're making bread and doing slow braises and smoking, it is a year-round investment," she explains.
Status Symbol and Hobby
Beyond cooking, these top-notch barbecues offer statement value. "Handbags are a classic status symbol, but as more people value experiences over things, it's understandable that these types of tools and gadgets are increasingly in hot demand," says Hayes.
The shift from charring to gastronomy reflects a broader trend: more chefs and home cooks are using fire and charcoal across all levels of cooking. "It really is a hobby as well as getting your daily nourishment," adds Brown.
