It’s a story of grit, clever thinking, innovative use of digital technology – and a whole lot of charcoal.

A decade ago, Under the Hood BBQ was just an idea that sparked from a deep passion for “low and slow” barbecue cooking felt by husband-and-wife duo Dave and Michelle King, expressed through an Instagram page.

Since then, the Nelson-based business has grown from these humble beginnings into a large-scale enterprise offering BBQ catering, BBQ products, in-person BBQ Masterclasses and online courses, that inspires, feeds, and educates BBQ enthusiasts both locally and globally.

Combining Dave’s business acumen with Michelle’s hospitality experience, the couple launched Under the Hood BBQ after repeated requests from friends and family to cater for large gatherings.

“I remember the first time my friend asked me if we could cook for his housewarming party,” says Dave. “I heard my mouth say ‘Yes!’ and my mind scream ‘No!’. Yet in my heart, I knew we were up for the challenge.”

As demand began to expand beyond their nearest and dearest, the couple recognised their passion was in fact an “incredible business opportunity” that they had to explore, essentially turning a side-hustle into their full-time job.

“Under the Hood BBQ was born out of finding creative solutions to all the enquiries, saying yes to new opportunities as they arose, and working out how to execute them with a spirit of excellence,” says Dave.

Recipes for Innovation

While cooking meats slowly over smoking-hot coals is a process that has existed for millennia, it is the more recent innovation of digital engagement that’s been the secret sauce in Under the Hood BBQ’s recipe for success.

By leveraging social media, particularly Instagram and YouTube, Dave and Michelle have continually documented their processes, wins, and failures whilst engaging intimately with a broad audience. This transparency has built a strong following and increased demand for their content and services.

Digital innovation has also sustained the business through tough times, such as when Covid-19 lockdowns hit. Dave and Michelle had to adapt quickly, and so expanded their YouTube content and established a new website offering vacuum-packed meats for contactless delivery. They also launched a campaign called ‘Dinner’s On Us’, partnering with a local Nelson business to deliver meals to those in need.

“It was around this time that people began to ask if we would teach a BBQ class so they could get hands-on learning,” says Dave.

“What started with one group catalysed into an ongoing demand for in-person BBQ Masterclasses, which have taught over 1,200 people in the past four years, drawing participants from all corners of New Zealand.”

Adding further to their innovation recipe, the couple released an online BBQ course last year, making their expertise accessible worldwide. Both their in-person and online educational offerings have been well-received and cemented their global reputation as BBQ experts.

“Year on year, the demand for these classes has doubled. And, because our online audience was based all over New Zealand as well as abroad, people booked in and made the pilgrimage to Under the Hood BBQ’s Nelson headquarters to participate in these epic, fun days, often returning again a few months later with mates to enjoy another one.”

If all the above wasn’t enough, Dave and Michelle also went on to develop their own BBQ sauce driven by catering demands, with Under the Hood Original Sauce quickly becoming a success all on its own.

“The sauce was initially a recipe we developed to accompany the pulled pork served in our catering. We made it to our own taste, based on a tangy Carolina-style sauce. It’s not spicy or overly sweet but a good combo of flavours.”

Through collaboration with The Food Factory and other local Nelson businesses, they scaled up production, leading to a successful product line that includes a five-BBQ seasoning dry rub and a few other sauce varieties.

The request to bottle up the barbecue goodness for people to take home has led to the development of Under the Hood Original Sauce.

Slow-burn success

Under the Hood BBQ’s journey has been a slow burn, but the path to success was never clear or guaranteed, and “often frankly quite risky” in the early days, as Michelle describes it. She and Dave did their best with what they had at the time and cleverly invested their time, energy, and money to create and build the business.

Today, the couple’s innovative approach to the business has produced a veritable feast of success, with turnover doubling year-on-year for the past five years. What’s more, Under the Hood BBQ won the Nelson Tasman Chamber of Commerce’s Innovative Business Award in 2023, demonstrating “an extraordinary business story as a result of pure grit and clever thinking.”

Being based out of Nelson – one of the sunniest parts of New Zealand – means the business is steeped in the region’s vibrant food culture and draws strong community support. From this secure home base, Dave and Michelle are now preparing to launch a NZ BBQ Class tour.

They are also firing up their next big project: the Under the Hood BBQ Smoker Trailer, a custom-built smoker on wheels that will allow them to provide the Under the Hood BBQ experience anywhere and bring the fun and interactive meal experience of their BBQ classes to a broader audience.

In the slightly more distant future, the Kings’ dream is to take their BBQ skills offshore to international audiences and maybe even have a Netflix series on barbecuing in New Zealand.

Dave and Michelle say they made their business work better by establishing strategic partnerships with other businesses, which allowed them to offset some business costs whilst also securing marketing opportunities. They understand the importance of consistency, branding, and custom-designed equipment in maintaining quality while growing steadily.

Notably, the entire Under the Hood BBQ venture has been funded through business cash flow and Dave and Michelle’s own money, except for the trailer project, where they had to hit up the bank for a loan.

Dave’s advice to up and coming entrepreneurs is not to borrow too much in the early days, to only take risks that won’t keep you up at night, and to invest in assets that make the business operate more efficiently. However, he also says (with a laugh), that if he had to do it all over again, he might choose to hire people earlier and work fewer hours.

In looking back at where their business journey has taken them, both Dave and Michelle emphasise the need to balance growth with maintaining quality and passion for the business, while also maximising social media for promoting their brand.

As they like to say about both their business and their innovative approach: “You know it’s good, when it’s under the hood.”

Story by Mina Amso in partnership with Nelson Regional Development Agency (NRDA)


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