The great British barbecue has finally come of age – and it's costing a pretty penny. Sales of high-end outdoor cooking equipment are soaring across the UK, with top brands reporting significant increases in demand for luxury barbecues that can cost as much as a second-hand car.
Premium barbecue models, including the £1,495 Big Green Egg classic model, which has attracted one million visits to its UK website this year alone, and the £4,500 Bertha freestanding coal oven, are flying off the shelves. Even more advanced charcoal barbecues like the Kamado Joe Series III (£2,000) with built-in Wi-Fi are gaining popularity.
John Lewis has reported a staggering 100% increase in sales of its premium barbecue range over the last 12 months, while Weber has seen a heightened demand for its more expensive models. This trend is attributed to the Covid-19 pandemic, which encouraged consumers to seek special food and drink experiences at home.
The art of barbecuing itself has evolved from simple charring to a more 'gastronomic' approach, says Melanie Brown, chef-restaurateur at The Laundry in Brixton. With the use of fire and charcoal now incorporated into cooking methods like slow braising, smoking, and baking, outdoor cooking is no longer just a seasonal activity but a year-round hobby.
According to Alexandra Hayes, co-founder of food consultancy Harris and Hayes, these top-tier barbecues have become more than just cooking tools – they're status symbols. As consumers increasingly opt for experiences over material possessions, luxury cooking equipment has become highly sought after. This shift is also driven by changing climate patterns: the UK's warmest summers on record have occurred since 2000, making year-round outdoor cooking a viable prospect.