To address the fact that 30% of households in the United States don't have a grill, Miller Lite is introducing a first-of-its-kind Grill Share program. Created to "[connect] the yearning grill-less with grills across the country," this program promises to help people make the most of the summer with good food, good drinks and good company.
For a limited time, grill rental station pop-ups will be coming to New York City and Chicago and the experience is complete with a limited-edition Miller Lite Grill, spatula, apron, folding beach chair with umbrella and a $25 gift card for supplies. Interested parties are invited to sign up online or visit their local Grill Share station, scan a QR code and enter their personal details from there.
Key Themes Behind This Trend
- Grill-sharing Economy
- Miller Lite's Grill Share program indicates a need and an opportunity to expand upon the sharing economy in the grilling industry by offering a way to rent grill equipment based on a seasonal demand.
- Pop-up Retailing
- The Grill Share launch provides an opportunity to explore the potential of using pop-up retail to launch or test new products and services and a way to promote the latest seasonal trends.
- DIY Barbecue Kits
- The popularity of this trend has paved way for the development of DIY barbecue kits which allow people to make and cook their own barbecue recipes, the potential to package and create an environment to prepare BBQ kits is a major opportunity.
Where This Applies
- Food and Beverage Industry
- As more and more people look for unique outdoor experiences, Miller Lite's Grill Share program presents an opportunity for the food and beverage industry to venture into innovative offerings that pair with outdoor experiences or moments.
- Rental Industry
- Miller Lite created a temporary rental service providing very specific and in-demand equipment--this could suggest that expansion into the rental industry, based on seasonal needs would be quite lucrative.
- Marketing Industry
- This introduction of a seasonal program such as The Grill Share program requires a concise and targeted marketing strategy, using technology to make the service as widely available as possible can help businesses broaden their reach and connect with their intended customers.
