INSIGHT
COYOTE OUTDOOR LIVING
THE RIGHT STUFF On-time delivery of upscale, yet affordable grills is a winning strategy for Coyote Outdoor Living. BY CHERISE FORNO
AS IT CELEBRATES ITS 10TH ANNIVERSARY
of delivering luxury grills and accessories at affordable prices, Coyote Outdoor Living (Carrollton, Texas) continues to provide innovative products to help its customers design their dream outdoor kitchen. One such product is its pellet grill, which was introduced last year. “We designed an upscale pellet grill at an affordable price point for everyone,” says Coyote Outdoor Living owner Jim Ginocchi, who stresses that the pellet grill is one of the fastest growing grill categories, outpacing gas and charcoal grills in popularity. Coyote Outdoor Living’s new pellet grills boast one-of-a-kind features including a three-rack cooking system to enable people to cook three separate items to achieve different internal temperatures. The grill functions similarly to an oven, giving functionality and convenience to its users to bake, sear, grill and do anything an indoor oven can. The cart model is f ully assembled, and there is a built-in option as well. “It basically functions like an indoor oven,” Ginocchi says. “It’s been very successful, and we did win the innovative product of the year award, so we are very proud of our pellet grill.” Coyote Outdoor Living’s pellet stove uses an internal front feed instead of a side hopper. Its SmartDrop technology indicates the precise amount of pellets to be dropped to hold a particular temperature. “Our pellets are protected from weather and are directly fed into the grill,” Ginocchi says. Ginocchi notes that he has witnessed an increase in the number of customers who are seeking out alternative grills and are more open to using different fuels. The pellet grill is clean burning and efficient and has gained a large audience. “People are feeling more confident and comfortable using alternative fuels,” he says. “It’s a no-brainer. I think a lot of people are going to stay on the pellet grill bandwagon.” Coyote Outdoor Living began about 10 years ago. At the time, Ginocchi saw a gap in the industry when some large companies were backing out of the outdoor living market. He knew people were still seeking quality, reliable products to enhance their outdoor spaces that did not break the bank. “What they wanted was a grill and accessory line that would offer all of the premium, upgraded features at a mid-level price point,” Ginocchi says. That founding principle of the company—to create an affordable product with reliability and luxury—has remained at the forefront as Coyote expanded its line to include gas, charcoal, electric, pellet, and ceramic grills. “We’ve
TOP: The Coyote Flat Top Grill in an RTA MOKS Outdoor Kitchen Island BOTTOM: The Coyote 36” Freestanding Pellet Grill
really added to our line to make Coyote a one-stop shop for anyone to design their dream kitchen,” Ginocchi says. With each product addition, the company considers customer and dealer feedback, as well as input from focus groups, contractors, and experts to help design products that are in high demand with popular features and luxurious styles. “We make sure we are in touch with our consumers with the products we put out,” Ginocchi says. “People are won over by our design and the premium features that we provide at a mid-price point.” Coyote implemented this process with another new product release—a flat top grill designed to cook breakfast, lunch, dinner, and everything in between. “We’ve just introduced a new
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product that we found is really gaining popularity and that’s our flat top grill,” Ginocchi says. Ginocchi explains that gas grills always remain popular, with Coyote’s best-selling series being its S-Series grill featuring the company’s cast infinity burner and sear burner. Premium features all come standard with these grills. Charcoal radiant briquettes act as heat reflectors into the grill as well as act as a perfect conduit to return flavor into the food. “You get all the highend features of a premium grill in a mid-price grill,” Ginocchi says. “Gas grills are timeless.” Coyote has experienced increased sales in every category, including burners and accessories like the 24-inch Power Burner. “People want to be able