EASY BBQ, Swiss style
Interview with Florian Brandt, CFO & COO overseeing Outdoorchef’s DACH operations
“Outdoorchef is like a Swiss watch,” says Florian Brandt, CFO & COO managing Outdoorchef’s DACH operations from Hofheim, Germany. “It combines precision, quality and lifestyle with sophisticated technology.” Over three decades, the Swiss brand has evolved from a specialist for classic kettle grills into a modern outdoor cooking company offering grill stations, accessories and modular outdoor kitchens for increasingly demanding customer expectations.
Swiss-made products are often associated with precision, reliability and long-lasting quality – values that continue to shape Outdoorchef to this day. For CFO & COO Florian Brandt, the Swiss heritage remains an important part of the brand’s quality promise. “Swissness stands for quality and precision,” he says. Under the guiding idea of “EASY BBQ”, Outdoorchef combines sophisticated technology with intuitive handling, modern design and uncomplicated outdoor cooking. Today, the Swiss brand increasingly focuses on complete outdoor cooking concepts that combine grilling, design and lifestyle, while the base in Hofheim has become an important operational hub for the DACH market.
Beyond classic grills
Founded in Switzerland in 1996, Outdoorchef first became known for its innovative gas kettle grills. From the beginning, the brand aimed to make grilling easier, safer and more reliable through well-designed technology and user-friendly systems. As Outdoorchef expanded across the DACH region, customer expectations changed as well – especially in Germany, where grill stations and complete outdoor cooking concepts became increasingly popular. The company expanded its portfolio accordingly and today offers everything from pizza ovens and smoke systems to modular outdoor kitchens. “This strategic diversification has changed the company significantly,” says Florian Brandt. “We are no longer only associated with classic grills, but increasingly with the entire outdoor cooking experience.”
A more premium market
Like many companies in the leisure sector, Outdoorchef benefited from strong demand during the pandemic years before experiencing a market slowdown from 2022 onward. Nevertheless, the managing director sees strong long-term demand for premium grilling solutions. “The enthusiasm for grilling remains unbroken, and customers are increasingly looking for high-quality products, multifunctional outdoor cooking solutions and new grilling experiences,” he says. Outdoor kitchens in particular are becoming more important as they have grown more affordable in recent years. Outdoorchef expects profitable growth in 2026, supported by new products and an expanded outdoor kitchen offering. The company also sees further potential in markets such as France, Spain, Italy and Scandinavia.
The QUBE concept
A central new product is the QUBE premium grill, which combines minimalist Swiss design with advanced grilling technology. The cube-shaped model reflects many of the principles Florian Brandt emphasizes throughout the interview: simplicity, quality, precision and ease of use. “We want products that are intuitive despite their sophisticated technology,” he explains. “The ideal experience is basically plug and play.” The QUBE also underlines the company’s move into the premium outdoor living segment, where functionality and aesthetics go hand in hand. With its distinctive appearance and modular possibilities, the grill is intended not only as a cooking appliance, but also as part of a modern outdoor lifestyle environment.
Digitalization and durability
Digitalization is becoming increasingly important for Outdoorchef. Smart grilling solutions already allow users to connect grills with mobile apps, monitor temperatures digitally and access recipes online. The company also increasingly uses digital tools in customer service, where standard questions and support cases can be handled more efficiently. “That creates efficiency and improves the customer experience,” says the managing director. Sustainability, meanwhile, is closely linked to durability. Outdoorchef focuses on long-lasting materials, repairability and carefully managed packaging concepts rather than short product cycles. FSC-certified wood products are also part of the company’s sustainability strategy.
Growth with identity
Today, Outdoorchef employs around 50 people across Switzerland, Germany and Austria. The German subsidiary in Hofheim has grown from a sales organization into an operational location with broader responsibilities in logistics, after-sales and marketing. Outdoorchef has ambitious plans. “We want to establish it as one of the most relevant European brands for outdoor cooking,” says Florian Brandt. “Not through loud marketing, but through product quality, design and a clear positioning.” Despite its growth ambitions, Outdoorchef does not want to follow every short-term market trend. Instead, the company focuses on carefully developed products with a clear quality promise, durability and ease of use. In the long run, Outdoorchef aims to strengthen its European presence while further expanding its outdoor cooking portfolio.