Middleby Presents Their Outdoor Cooking Strategy

Middleby acquired Masterbuilt, Char-Griller and Kamado Joe at the end of last year. In their earnings call last week, they said that they’re working on consolidating the brands to drive up margin. At an investor presentation this week, they revealed more details on what that will look like.

Brand Vision

It’s clear that Middleby is focusing on tech and innovation across their grill lines. All three brands have those themes running through them. Char-Griller will be their entry level grill brand, kind of how it’s positioned today. The brand mission “to be the global leader in affordable grilling innovation” may hint at that technology will roll out on the Masterbuilt line first, then trickle down. That’s the philosophy that Traeger is using with their new Timberline.