During the pandemic, the outdoor cooking industry experienced a real boom. More and more people discovered their passion for cooking at home. The demand for grill plates, smokers and pizza ovens went through the ceiling.

But times change.

Current numbers indicate that consumer demand and consumer confidence are disappearing. They reach deep stalls that have not been observed for years. A possible alarm signal for an economic decline. What does this mean for established brands like Weber Grill? Continue to be innovative – but make sure that customers are offered as much as possible for their money.

“We have significantly expanded our research and development activities in the past five years. Our goal is to launch innovative and high-quality products every year,” emphasized Duane Miller, Vice President of Research and Development at Weber Grills. “In some years, this means to redesign traditional Weber products, such as our gas grills of the Summit or Genesis series. In other years we are introducing new products, such as the rust-resistant grill plate Slate, the wood pellet grill Searwood, the Elektrogrill Lumin and the Weber Works accessories line.

The focus of Weber’s targeted innovation strategy is the consumers – an immovable principle since Weber was founded.

“For us, the focus is on the special experience. Our products should enrich cooking and life,” says Miller. “Every invention must fulfill its purpose and meet our standards,” emphasizes Miller. “In addition, the price-performance ratio has to be correct. This is the only way we can offer real added value.”

A prime example is the gas grill Weber Spirit 2025, which will be 30 this year. The Spirit model was launched for the first time in 1995. The aim was to enable more people the legendary Weber-Griller experience-with a compact, high-quality and affordable gas grill. Today the spirit is the best -selling gas grill worldwide. He is known for its durability, versatility and performance.

With the new edition of the Spirit, Weber had a clear goal: with well -thought -out innovations scored that make grilling outdoors even more pleasant – without drawbacks in the strengths of the grill.

“Tobility was important to us,” explains Miller. “We have developed a line that preserves the reputation of Weber: extraordinary quality, performance and culinary possibilities at a reasonable price.”

The New spirit series and the accessories are impressive. This raises an important question: How did Weber succeed in putting so much innovation into a package that is so attractive?

According to Miller, the company wanted to find out what is really important to consumers. Strategic decisions were made on this basis. It was about optimizing the right areas. At the same time, the costs had to remain within the framework without affecting the performance.

“We worked closely together as an integrated team. All departments were involved – from development to marketing. The aim was to find the perfect balance between innovation and added value,” said Miller. “We have ensured that we meet the expectations of consumers to the next generation of the Spirit grill and at the same time keep the costs within the limits.”

All Spirit models received a new design with a closed car. This offers more storage space and looks more elegant. At the same time, well -considered adjustments were made, for example by the loss of the level indicator for the gas bottle. Weber was also able to achieve savings during the packaging and thus reduce the freight costs.

“Perhaps the most important innovation is our powerful Sear zone technology,” emphasizes Miller. “It is now available from a price of $ 449.”

Practical methods to obtain customer feedback

According to Roberto Carvajal, General Manager of the Gas Product division at Weber Grills, an important principle in the development of the Spirit grill was to listen to consumers. Just like 30 years ago.

“We carried out extensive surveys on three continents and grilled in your home in addition to grill fans to understand their lifestyle and what is really important to them in a gas grill,” said Carvajal. “With this practical approach, we have ensured that we do not develop on the basis of assumptions, but rather rely on the knowledge of both current and potential spirit owners.”

This insights shaped every detail of the grill-from the heat system to the closed closet, in which the gas bottle is discreetly hidden, to the robust stainless steel handle, a trademark for weaving quality.

According to Carvajal, the customer feedback provided inspiration for the Weber Works accessories line. The series consists of interchangeable accessories for snapping or using. This means that owners can individually adjust their grill. Weber Works are essentially designed to make every step more seamless and efficient.

Avoid stumbling blocks along the supply chain

Weber attaches great importance to innovation and customer satisfaction. But that alone is not enough. The products must also be available online and in stationary trade. How does the company manage to deliver the products on time despite fluctuating material costs and logistical challenges?

Carvajal is convinced: Weber has one of the best supply team teams in the industry. Together with reliable partners, they master the complex challenges of the market. They often manage to predict delivery bottlenecks, to secure the supply and to keep the costs within the limits.

“SAP enables the supply chain team at Weber to be one step ahead of disorders,” said Carvajal. “The software is important when it comes to providing products – from the need planning to component purchasing to the timetable shipping to our retail partners. SAP supports us to adhere to our promises to customers.”

The new spirit product line is well received by consumers. On average, they award impressive 4.7 stars. A sign that Weber’s innovation strategy bears fruit.

“Our new spirit grills are very well received worldwide,” confirmed Carvajal. “We are most happy to feed our customers’ feedback. They tell us about the great dishes and beautiful moments with their spirit grill.”

But what’s next with the Spirit brand?

“We want to inspire people to grill outdoors. And we are constantly working on improvements so that it becomes even easier and more pleasant,” explains Carvajal.

The Spirit grills already offer many extras. But according to the Carvajal, Weber listens to the wishes of the customers: “Whether through smart technology, better accessories or new grill functions-we will continue to improve the spirit series. We remain loyal to our values: quality, performance and great price-performance ratio. This makes the spirit the best-selling gas grill in the world.”

Tim Clark is Head of Brand Journalism for SAP.

This article was originally published on Forbes.com in the Brandvoice SAP section.