Uncharted Territory

The grilling landscape is changing year over year. Trends shape consumers’ expectations and force Weber to rethink how we show up as a leader. As Weber faces pressure from all angles, we must confidently enter a new segment to grow and win.

How does Weber quickly enter and claim a share of the growing griddle marketplace?

Directed design team to investigate growing category: uncovered user pain-points through scrappy primary research, reviews, and competitive benchmarking. Prioritized user needs and opportunity spaces for feature, spec, and workflow improvements.

Design-led Initiative turned to a fully resourced program. The Slate lineup was crafted at the intersection of the Weber brand identity and the unique workflow griddle users endure. The result was a Holistic product line including griddles and accessories that resonated with seasoned griddle users and Weber fans alike. The Slate launch was able to capture nearly 10% of the griddle market share in one year.