6 Tips for Hosting Grilling Events that Drive Traffic

 Peggi-Jeanne Flood of John’s Building Supply/John’s Ace Hardware in Pittsfield, Mass., has helped turn in-store grill days into consistent traffic drivers by focusing on preparation, visibility and promotion. Here, she shares her tips from hosting about a dozen grill days throughout the year. 

1. Treat grill days as an experience, not just a demo. While her store doesn’t run live outdoor cooking displays, Flood uses an installed indoor cookout setup to demonstrate products, show customers how equipment works and create interest around outdoor kitchens, fire pits and patio displays. 
2. Use food to bring people into the store. Grill days are scheduled regularly, typically beginning in April and running through November, depending on the weather. No matter the day, cooking 40 to 50 burgers creates energy and encourages customers to stop, browse and stay longer. 
3. Keep all supplies organized and ready ahead of time. A dedicated box with grilling tools, utensils and setup items helps streamline each event and keeps staff focused on customer interaction. 
4. Make presentation part of the plan. Clean displays, intentional setup and having a tent on hand for outdoor events help the cookout feel organized rather than last-minute. 
5. Promote early and increase visibility as the event approaches. Promotion typically begins about a week in advance, with heavier pushes in the final days through Facebook, Instagram, website promotions and, for larger events, local radio. 
6. Post a simple menu inside the store. Listing the hours, what’s being cooked and which spices or seasonings are being used helps connect the food to products customers can purchase, especially when cooking on equipment such as a Big Green Egg.