On a clear, sun-drenched afternoon in suburbia, the scene is pure Americana. A grill gleams on the lawn, smoke curling skyward, thick with the scent of seared meat. Plates clink, conversations hum, and someone strolls over to flip the ribs—crackling, caramelizing—on the grill.
In the US, this is more than just a pastime. Grilling is a ritual woven into the fabric of suburban life. It appears at every family reunion, tailgate, party, and even weddings. According to a survey by the Hearth, Patio & Barbecue Association (HPBA), 70% of US households own a grill or smoker, and 82% of Americans cook outdoors weekly during summer months.
That cultural embedment has fueled a robust industry. In 2021, barbecue-related sales in the US reached USD 6.1 billion, with nearly every type of grill clocking growth, according to Circana. Pellet grills—burning compressed wood pellets and offering cleaner combustion—led the charge.
Unlike charcoal or gas grills—which require frequent tending and often leave food scorched or underdone—pellet grills use a PID (proportional-integral-derivative) system to manage temperature. The term sounds technical, but it’s the same control tech used in industrial machines to keep heat levels stable. The result? Even, consistent cooking that’s perfect for low-and-slow smoked meats.
It was this shift in consumer behavior that caught the attention of Vince, a former DJI employee. By 2021, he was looking for a startup idea when he noticed something odd in the data: wood pellet grills had a decent footprint, with about 20% market penetration—second only to gas—but accounted for under 10% of shipments. That mismatch signaled a sweet spot: high interest, low innovation.
Vince launched Asmoke that year. His pitch? A smart, beginner-friendly pellet grill priced at USD 309. The debut product, dubbed the Asmoke Essential, came loaded with tech. An in-house-developed control system, eight grilling styles, preset recipes, real-time monitoring—you could even tweak the heat on the fly.
The market responded. After launching on Kickstarter in June 2024, the Essential blew past USD 1 million in crowdfunding. Two funding rounds followed. For 2025, sales are forecast to exceed USD 10 million.
The premium problem and Asmoke’s play
Smoked barbecue is a badge of honor for grill aficionados. It also happens to be the most temperamental method—requiring strict control over smoke, temperature, and cook time. That’s why wood pellet grills are considered top-shelf, often priced in the USD 1,000–3,000 range. Brands like Weber, MAK Grills, and Blaz’n dominate that turf.
But most of these high-end models lack smart features. Users are tied to the grill, manually tweaking settings and learning through trial—and lots of error. Beef, pork, fish, or veggies? Each needs its own precise configuration. Beginners often end up with overdone brisket or dry salmon.
Temperature management is the crux. Asmoke tackles this with a system that uses dual sensors and a proprietary algorithm to estimate not just the grill’s ambient heat, but also the firebox and internal meat temperature. The system keeps fluctuations razor-thin and delivers up to eight hours of uninterrupted cooking.
To meet varied preferences, the Essential comes with eight cooking modes and a recipe library curated by chefs. Its interface is streamlined, its ash removal automatic. It’s an appliance designed to make you feel like a pitmaster—even if you’ve never grilled before.
Vince told 36Kr that Asmoke’s core demographic is men aged 30–55: financially stable, family-oriented, open to tech, and willing to pay for quality. The company leans into that with practical upgrades that make sense in daily use.
The North American grill market is crowded and fast-moving. Asmoke was the first to market a smart electric grill in this category, and distributors—especially those rooted in traditional grilling—have shown interest in revamping old inventory with smart alternatives.
Asmoke now sells through national retailers like Home Depot and Lowe’s, which serve as a hybrid of supermarket, hardware store, and outdoor outfitter. Many have dedicated barbecue sections, where grills are paired with accessories and consumables. Asmoke’s ecosystem includes wood pellets, Bluetooth probes, grill tables, and more. The Essential is also designed to be mobile-friendly, compatible with DIY iron grill tables often found in camping or recreational vehicle (RV) setups.
Pricing is calibrated to the channel. Smaller units (USD 300–400) are sold through big-box stores. Mid-tier products (around USD 1,000) land in tool-focused shops. High-end grills (above USD 3,000) show up in boutique outlets. Asmoke sells online via Amazon and its own site, while offline distribution runs through agents who connect directly with retailers.
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Europe’s fractured (but fertile) market
Europe is next. The region’s embrace of carbon neutrality makes it ripe for smart electric grills. But it’s also a maze of borders, distributors, and sales structures. Unlike the US—where one headquarters can greenlight nationwide distribution—Europe requires country-by-country negotiation.
Take OBI, a major hardware chain with stores in Germany, Poland, and Hungary. Vince said in some markets like the Netherlands and Germany, where grilling is more popular, onboarding is quicker. But even with a single retailer, local reps often insist on buying through domestic distributors.
“Local retailers only work with domestic distributors. Even if a product is already in Asmoke’s portfolio, retailers still buy through local suppliers. It’s just how the sales culture and structure work,” Vince told 36Kr. For a startup, that usually means higher costs and more staff.
Asmoke began mass production in August 2024 and now offers four SKUs in Europe, with three to four more coming this year. The key to expansion? Broader product lines for more distributor appeal, plus localized logistics, service, and support.
Still, most companies pick a lane: Europe, or North America. Not both. For now, North America accounts for more than half of Asmoke’s overseas revenue.
For Asmoke, the real challenge goes beyond building the tech. The company has to persuade everyday users to step away from charcoal and gas and rethink what outdoor cooking can be. That’s no small feat. Legacy brands already occupy nostalgic ground, their grills central to reunions and weekend rituals. Asmoke’s next big test is to earn a spot in that emotional landscape, showing that smart grilling offers real advantages—with less effort and more control.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Huang Nan for 36Kr.