How Blackstone became the darling of grill TikTok with CEO Roger Dahle

Decoder with Nilay Patel

Vox Media Podcast Network

Business, Technology

4.2 • 3.4K Ratings

🗓️ 20 July 2021

⏱️ 66 minutes

🔗️ Recording | iTunes | RSS

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Summary

Nilay Patel encountered the name Blackstone on TikTok last year, just as the pandemic lockdowns were starting. He saw people posting videos smashing burgers and making pancakes outside on a griddle frequently with the caption “I finally got a Blackstone.” 20 minutes ago he hadn’t even heard about this thing, and now he was late to a trend? So he bought one. And hasn’t used his regular grill in over a year. Nilay sat down with the CEO of Blackstone products and inventor of the Blackstone griddle Roger Dahle. They talked about Blackstone’s ability to generate recurring revenue, and how the griddle itself is a platform for a variety of additional products and services, some of which might be made by competitors. And Blackstone has big competitors in Weber, and Cuisinart — so we talked about competition, and branding, and going up against the biggest players in a space, and the creator economy. You know: Decoder stuff. Take a listen. And you can read the transcript here: https://www.theverge.com/e/22347828 Learn more about your ad choices. Visit podcastchoices.com/adchoices

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1:16.0	Hello and welcome to Decoder. I'm Neil Appetel, Editor and Chief of the
1:19.4	Verge, and Decoder is my show about big ideas and other problems. And also
1:23.9	today it's about grilling. Well, grilling. You'll see what I mean. Look, it's
1:28.7	summer. It's warm, it's a grilling season. And it turns out the business of
1:32.5	grilling is booming. Just a couple weeks ago a company called Trigger, which
1:37.5	makes $2,000 Wi-Fi-enabled pellet smokers, filed for an IPO, with a placeholder
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