$30,000. That’s the amount Racine-based Burn Pit BBQ has channeled to local veterans’ organizations over the past five years through its annual “Back Yard Bash” fundraiser – a figure that, while commendable, now represents a fraction of the potential revenue unlocked by a new partnership with Walmart. The deal, securing shelf space for Burn Pit BBQ’s garlic seasoning and Memphis-style rubs in 70 Wisconsin stores starting April 19th, isn’t simply a win for a small business; it’s a case study in how shifting consumer behavior during the pandemic, coupled with strategic retail programs, can rapidly scale a niche brand. Follow the money, and you’ll see a clear trajectory: from a backyard hobby born of lockdown grilling to a regional retail presence with significant growth potential.
The story of Ben Kreple and Greg Fischer’s venture is inextricably linked to the surge in home cooking that defined 2020. While restaurant sales plummeted – the National Restaurant Association reported a 40% year-over-year decline in full-service restaurant sales in April 2020 – backyard grilling saw a corresponding boom. Kreple and Fischer recognized this shift, initially responding by creating a blog offering grilling advice, specifically targeting novice grillers who felt intimidated to ask basic questions. This wasn’t just altruism; it was market research. They identified a gap – a demand for accessible, approachable barbeque guidance – and built a brand around filling it. Launching Burn Pit BBQ as an online store in 2020, with sauces, seasonings, and hot sauces priced between $12 and $15 per bottle, they capitalized on a captive audience actively seeking new culinary experiences.
This piece references the jsonline.com report.
What separates Burn Pit BBQ from the countless other pandemic-era startups is their deliberate path to scalability. While many home-based businesses plateaued as life returned to normal, Kreple and Fischer proactively pursued expansion, first into local retailers like Metcalfe’s Market and Butcher Block Meat Market. This demonstrated proof of concept beyond their online customer base, a crucial signal to larger retailers. The key, however, was Walmart’s Open Call program. This initiative, designed to onboard small businesses, provided a direct line to buyers – a 30-minute pitch that ultimately secured distribution in 70 stores. This contrasts sharply with the traditional, often prohibitive, barriers to entry faced by small brands attempting to reach national retail chains. The Open Call program effectively lowered the cost of market access, allowing Burn Pit BBQ to bypass years of networking and relationship-building.
The implications extend beyond Burn Pit BBQ itself. Walmart’s willingness to partner with smaller, regional brands signals a broader strategy to cater to evolving consumer preferences. Shoppers are increasingly seeking locally-sourced, authentic products – a trend reflected in the 13% growth of the “local food” market in 2022, according to the USDA. By offering Burn Pit BBQ, Walmart isn’t just adding another seasoning to its shelves; it’s signaling a commitment to supporting regional economies and providing customers with unique, Wisconsin-made options. This is a calculated move, leveraging the appeal of small-batch, artisanal products to drive foot traffic and enhance brand perception. The company’s investment in this partnership is relatively low-risk, given the Open Call program’s vetting process and the limited initial geographic scope.
However, scaling from online sales and a handful of local stores to 70 Walmart locations presents logistical challenges. Kreple and Fischer are already planning to expand their team, relying currently on partner distributors and co-packers. Maintaining product quality and consistency across a larger distribution network will be critical. Furthermore, competition within the seasoning aisle is fierce. While Burn Pit BBQ differentiates itself with all-natural ingredients and gluten-free options, it will need to effectively communicate these benefits to Walmart shoppers. The success of this initial rollout will determine whether the company can expand regionally, as Kreple and Fischer envision.
What this means for your wallet: Watch for increased competition in the barbeque seasoning market, potentially leading to lower prices and more innovative product offerings. More importantly, consider whether Burn Pit BBQ’s success will incentivize other regional brands to pursue similar partnerships with large retailers. If so, you can expect to see more locally-sourced products appearing on shelves nationwide – and a shift in the balance of power within the retail landscape. The key question now is: can Burn Pit BBQ maintain its brand identity and commitment to accessibility as it scales, or will the pressures of mass retail dilute its core values?
