With Google’s ability to reach barbecue enthusiasts on the Internet, we’ve been able to grow our business faster than we ever thought possible.”David Parrish
David Parrish was never one to be satisfied with the ordinary. After serving in the U.S. Air Force for nine years, his love of food and camaraderie led him to an obsession with barbecue. “I’m a nerdy guy by nature, so I really dove into it,” he admits. While exploring his newfound passion, David discovered a revolutionary way to make better-tasting barbecue. It is called the Slow ‘N Sear, a grilling accessory he invented to convert an ordinary charcoal grill into a quality smoker. Realizing that there was an entire community of backyard-cooking enthusiasts who were interested in the product, he founded Adrenaline Barbecue Company in 2015 with his wife, Catherine. “So many people want to make their friends and family happy by making good food. We help them do just that,” says Catherine. From their signature Slow ‘N Sear accessory, Adrenaline has expanded to over a dozen products, each designed “to make charcoal grilling and smoking easier, and better than anything you can get in a restaurant,” she adds.
To connect their business to backyards everywhere, Adrenaline Barbecue Company went online “right off the bat,” says David. They use Google Analytics to understand their web traffic and to keep their e-commerce site running smoothly. “Nothing in our business goes very far without Analytics,” Catherine notes. They attract barbecue fanatics from across the country with AdWords, Google’s advertising program. G Suite tools, such as Gmail, Calendar, and Drive, give them the logistical muscle to compete with larger companies. And through their YouTube channel, they share recipes, barbecue how-tos, and product demonstrations with thousands of fans every week. “We’re an online business, and Google products help us reach as many people as possible,” says Catherine.
Things are only heating up for Adrenaline Barbecue Company. They doubled their sales from 2016 to 2017 and now fulfill tens of thousands of orders every year. They also proudly manufacture their entire line of grilling accessories in the U.S., shipping them to over 30 different countries. For David and Catherine, however, Adrenaline’s greatest success goes beyond the numbers. “Our product helps somebody make weekend ribs, a delicious Thanksgiving dinner, or a celebratory graduation dinner for their son or daughter,” shares Catherine. “Knowing that we created something that makes those experiences more attainable is wonderful. That’s what we enjoy the most.”