Grilling in style
They're not just for flipping burgers anymore

by Lisa Antonelli Bacon

It begins around Memorial Day as a simple itch. By the Fourth of July, the urge to cook outside is so strong that 85 percent of American families have succumbed to Grill Fever. At least that's the figure provided by a group that keeps track of such things - the Hearth, Patio and Barbecue Association (HPBA).

The act of cooking raw meat outside over a hot fire appeals to something primitive in our spirits: the urge to eat food that we can actually smell. Instead of pulling a plastic box out of the microwave, there's the tantalizing aroma of a burger, steak or tuna - take your pick - smoldering to perfection on the grill.

While the outdoor barbeque appeals to our rustic natures, today's appliances for outdoor cooking are anything but. Easily placated grill enthusiasts may be content to flip burgers over charcoal Briquettes in a hibachi, but less hale of heart grillers are shelling out thousands of dollars for the total, no-fuss, no-mess outdoor cooking experience.

These do-it-all grills are referred to as "outdoor kitchens," because they offer almost every cooking option that a fully loaded high-end kitchen does. Frills include refrigeration units for condiments, side dishes and drinks, warming drawers to keep food ready to serve, beverage dispensers, woks and pizza stones and side burners for boiling, steaming, frying or simmering. There's also the traditional grate and pit arrangement to which consumers can add a smoker or a spit. The point isn't to complicate but to simplify. "All these products simplify outdoor cooking by keeping everything the chef needs at his or her fingertips," says Jane Crump, public relations manager for Viking Range Corp., a Mississippi-based manufacturer of kitchen appliances.

Besides affording convenience and the ability to multi-task, today's grills have gone high-tech. From sticks and leaves to charcoal to propane gas, serious grill masters now have the option of infrared cooking. Instead of heating the air to cook the food, infrared grills use radiant heat so intense that it sears, sealing in juices. Flare-ups? Can't happen. The infrared energy is so hot that it vaporizes juices before they flare up. Perhaps best of all, infrared gas grills cut meal preparation time in half. They're ready to cook in three minutes, shaving the wait time even for regular gas grills to heat. And the intensity of the heat cooks food as much as 50 percent faster.

Another growing trend is the built-in grill. According to statistics provided by HBPA, overall grill sales in the U.S. were down about 8.5 percent last year, but sales of built-in units - those designed to be added to a structure or a cart - increased. With a built-in, people can customize their grill from the ground up, literally. The a la carte approach is, of course, more expensive. Viking's 53-inch grills, for instance, retail from $3,300 to $4,000, depending on configuration, canopy color and optional brass trim. Customers can buy a cart for another $1,500.

Before stroking a four-figure check, people should keep in mind how much space they have for outdoor cooking. Multi-purpose grills can take up to six feet in length and three feet in width. Another factor to consider is firepower. If you're cooking for ten people on a standard grill, guests won't be able to dine together. A major league grill, on the other hand, serves up dinner for many at once.

Another question to ponder is versatility. Do you really need to be able to stir-fry noodles or hand-cook tortillas beneath the pines? Added features are a bonus if you use them, but an expensive add on if they just sit. People in the industry aren't surprised by the move toward luxury grills. "People who would spend that much money on a grill have spent a lot of money on their houses. They want something consistent with what they have," says Shaun Chinsky, brand manager for Vieluxe. "Or they're true connoisseurs of food, and they love to grill."

Vieluxe is the high-end gas grill manufactured by Weber-Stephen Products Co. based in Illinois. The 44-inch model sells for $6,000, and the 56-inch version goes for $8,000. These handcrafted grills come with a commercial-grade cooking system, stainless steel burners and other perks. Owners with questions on how best to use their grills can call a 24-hour-a day concierge desk. Plus they receive free spring tune-ups for their grill for the first three years. For more information on deluxe grills, check out these manufacturer's Web sites.

www.vikingrange.com
www.vieluxe.com
www.ducane.com
www.profirebbq.com
www.weber.com

Return to Virginia Business - July 2002