• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Skip to navigation
Close Ad

The Spoon

Daily news and analysis about the food tech revolution

  • Home
  • Podcasts
  • Events
  • Newsletter
  • Connect
    • Custom Events
    • Slack
    • RSS
    • Send us a Tip
  • Advertise
  • Consulting
  • About
The Spoon
  • Home
  • Podcasts
  • Newsletter
  • Events
  • Advertise
  • About

BBQ

March 5, 2025

The 5 Questions Big Green Egg’s New CEO Asked 86 Employees When He Took The Job

How does an outsider step into leading a company that has only had two previous CEOs over its half-century existence?

For Dan Gertsacov, who became CEO of Big Green Egg last summer—the barbecue company renowned for its devoted following and signature green ceramic kamado-style grills—the answer is straightforward: “Seek first to understand, then be understood.”

Gertsacov adopted this mantra from author Stephen Covey, spending his initial months speaking extensively with people across the company, asking them the same five questions to gain deep insights about the business and shape its future direction.

“I interviewed eighty-six individuals and asked every one of those people the same five questions over a four-month period,” Gertsacov explained.

He borrowed these questions from his former Harvard business professor, Michael D. Watkins, who published them in his influential book, “The First 90 Days: Proven Strategies for Getting Up to Speed Faster and Smarter.” Those questions are:

  1. “What is the company’s biggest challenge?”
  2. “Why is that the biggest challenge?”
  3. “What are the untapped opportunities for our company?”
  4. “How would you approach those opportunities?”
  5. “If we were to switch places—if you were in my shoes—what would you focus on?”

After conducting his extensive interviews, Gertsacov distilled his findings into a concise one-pager, summarizing key insights and charting the strategic direction under his leadership. His primary message emphasized growth, cultivating a mission-driven team, and continual innovation.

This innovation intrigued me, especially since Gertsacov previously built his career at tech giants like Google and assisted global brands like McDonald’s with digital transformation. Now, he leads a company distinctly known for its traditional, low-tech ceramic grills—products that, apart from their iconic green color, would fit comfortably into culinary history a century or more ago.

Yet, according to Gertsacov, innovation at Big Green Egg must respect and leverage its greatest strength: the passionate and loyal community of users that has driven the company’s success for decades.

“Big Green Egg has grown through word of mouth and the community,” said Gertsacov. “Preserve the core and stimulate progress.”

So, what does meaningful innovation look like for a company whose products have remained relatively unchanged since founder Ed Fisher began selling them in the early ’70s to supplement his pachinko import business? Gertsacov believes innovation lies in solving practical consumer problems—specifically, making food preparation easier—without unnecessary complications like digital connectivity.

“Rather than adding digital connectivity for its own sake, [we’re] focused on customer experience enhancements—such as enabling the grills to reach cooking temperatures more quickly—without compromising the integrity of the grilling experience,” he explained.

Improving how quickly the grills heat up directly benefits users by fitting the Big Green Egg seamlessly into more everyday cooking occasions. Gertsacov believes that simplifying the user experience will sustain and amplify the powerful word-of-mouth marketing that has always propelled Big Green Egg’s growth.

“We need to make it less intimidating and lower the barriers so it feels more accessible,” Gertsacov said. “We need to make the tent of Big Green Egg bigger to fit more folks, all while preserving the core beliefs of the community already inside.”

You can listen to our full conversation below or find it on Apple Podcasts or Spotify.

November 3, 2022

(Updated): It Looks Like Spark Grills, Maker of an Innovative Charcoal Grilling System, Has Shut Down

(Editor’s note: Spark Grills has filed to liquidate its assets in a procedure akin to filing for bankruptcy called a “Assignment for the benefit of the creditors (ABC)”. You can read the full document below.)

It looks like Spark Grills has shut down.

While the company, which makes a proprietary charcoal-based grilling system, has not made any official announcement, outward signs indicate the company has all but closed up shop. Their website has stopped selling charcoal bricks and has no inventory left of its grilling systems for sale. And, according to some of the company’s customers on Reddit, Spark’s support lines have gone dark.

From one Reddit user:

When I bought my Spark in the Summer their support was top notch. However after the unit leaked grease and stained my patio (my fault for not using a grill pad, their fault for advertising no need for a grease bucket) I’ve been trying to return my unit for two months and support has gone dark. No email response, phone, or text back during biz hours.

In addition to signs that the company is no longer selling any products, its executive team looks like it has started to move on. The company CEO, Ben West, has also indicated on his Linkedin that he is “figuring out what’s next.”

It’s a bummer because the company’s technology stood out in a sea of nearly identical grilling systems with its precision charcoal heating system. Here’s how we described The Spark Grill when we first wrote about it:

The stylish grill ditches the lumps of briquets for a single, flat charcoal “Briq,” and uses a series of stoking and cooling fans for precision temperature control. The Spark is capable of getting temperatures between a low 200 degrees all the way up to a ripping hot 900 degrees. The grill also has an accompanying mobile app that lets you monitor the temperatures of your cooking cavity and the food you’re cooking.

Spark shutting down would also be extra tough for owners of the grill because the system uses a proprietary charcoal system only available from the company. However, in what could be interpreted as a sign the company may be trying to help its customers keep grilling once it closes its doors, last week it posted a video on Youtube showing how to use the Spark grill with ordinary briquette charcoal.

We’ve reached out to Spark and will update the story when we get a response.

Update: The document about Sparks liquidation is below:

April 3, 2020

Spark Grill Launches Pre-Order Waitlist, Promises Gas Style Precision with Charcoal

I’m not a huge barbecuer, at least not enough to weigh in on any debate between gas and charcoal fired grills. But you know that gas gives you precise temperature control, charcoal gives you that added depth of flavor.

Well the Spark promises to marry the best of both of those worlds with its new eponymous grill, which was made available for pre-order last week. The stylish grill ditches the lumps of briquets for a single, flat charcoal “Briq,” and uses a series of stoking and cooling fans for precision temperature control.

The Spark is capable of getting temperatures between a low 200 degrees all the way up to a ripping hot 900 degrees. The grill also has an accompanying mobile app that lets you monitor the temperatures of your cooking cavity and the food you’re cooking.

But you can’t get your hands on one just yet. According to its website, you can only get on the waitlist to be notified when it does go on pre-sale (before the general public) some time in May of this year. The Spark will “start” at $799, though we don’t know exactly what that does and doesn’t include.

If it works as promised (and that’s a big if), that price point isn’t too bad. The (excellent) Traeger WiFire connected wood pellet smoker grill is $799, and the connected Weber Smokefire wood pellet grill (powered by the June OS) starts at $999.

BBQ season is just around the corner, and there are more connected grilling options than ever. The only question remaining is whether people will be able to connect in person for cookouts, or have to remain socially distant.

June 2, 2017

ChefSteps Expands Further Into Food With Launch Of Pre-Cooked Meals

Back in February, I  wrote about ChefSteps’ plan to create a meat ‘marketplace’ that would connect “independent ranchers with ChefSteps users, offering them direct access to high-quality meat and ingredients at great prices.”

As it turns out, this effort was part of a larger initiative to expand into food sales that is starting to come into fuller focus. The most visible part of this foray into food sales is the company’s growing business selling meat and fish sourced from local food providers in the Seattle and Portland markets. In the Seattle market, the company offers fresh meat and fish from four local providers (three for meats, one provider of fresh fish). The kits for sale on the company’s website range in price from $79 to $239. And yes – one package, the ‘Mountain of Meat,’ includes 30 pounds of steaks. (Holy meat sweats).

And now, the company has started selling pre-cooked, frozen meals.The pre-cooked meals are sold as what ChefSteps is calling, ‘Joule On-Demand BBQ.’ The meals are all single-serve portions and range in price from $7 to $12. Unlike the fresh meat and seafood, the pre-cooked meals from ChefSteps offer local shipping as a fulfillment option.  Deliveries are fulfilled by PostMates.

The Mountain of Meat meal kit from ChefSteps

These pre-cooked meals appear similar to those announced by Nomiku in April. As with Nomiku’s new meal kits, the BBQ meals are intended to be prepared in a shorter amount of time than traditional sous vide, usually less than an hour.

This move into pre-cooked meals by both ChefSteps and Nomiku shows the growing effort by both companies to expand the appeal of sous video to a broader audience.  Sous vide has traditionally appealed to foodies who are willing to invest more time in preparing chef-like meals, but with pre-cooked meal offerings, the companies believe sous vide becomes more appealing to those home cooks who prioritize convenience.

Of course, pre-cooked meals aren’t the only way to make cooking with sous vide easier for the home cook. ChefSteps and Anova have both been busy launching hands-free voice interface integrations this year, and in February ChefSteps became the first cooking appliance company to launch a chatbot for cooking with their Facebook Messenger bot.

So what became of the meat marketplace teased by the company’s February job listing? According to ChefSteps CEO Chris Young, the idea was to create a nationwide marketplace for “sous vide ready ingredients during the holiday season last year in partnership with the Snake River Farms brand.” As part of the effort, they sell meats nationwide to help ChefSteps customers get, as Young put it, a “center-piece protein for their holiday meal.”

As they worked on the plan, ChefSteps realized that costs of setting up a nationwide delivery system would be too high at this time, so for now the company is content to work out the kinks while selling meat and delivering pre-cooked meals in the Seattle and Portland markets.

“We’re continuing to experiment based on the positive feedback we’re getting from our Seattle and Portland customers, and we’re very aware that we have customers across the United States,’ said Young. “We definitely want to be able to serve those customers asap, but only when we think our service will deliver the experience and value our customers expect from us.”

Make sure to subscribe to the Spoon newsletter to get it in your inbox. And don’t forget to check out the Smart Kitchen Summit, where ChefSteps CEO Chris Young and many others will speak at the first and only event about the future of food, cooking and the kitchen. 

Primary Sidebar

Footer

  • About
  • Sponsor the Spoon
  • The Spoon Events
  • Spoon Plus

© 2016–2025 The Spoon. All rights reserved.

  • Facebook
  • Instagram
  • LinkedIn
  • RSS
  • Twitter
  • YouTube
 

Loading Comments...