Traeger, Inc. (Cook): Modelo de Negócios Canvas [Jan-2025 Atualizado]

Imagine transformar seu quintal em um paraíso culinário com tecnologia que revoluciona a culinária ao ar livre - essa é a promessa de Traeger. Na interseção de inovação e paixão, a Traeger, Inc. criou um modelo de negócios que vai muito além do grelhar tradicional, oferecendo aos entusiastas da comida com experiência em tecnologia uma experiência premium a lenha que combina perfeitamente a conectividade de ponta com as tradições de cozinha consagrada pelo tempo. Sua abordagem única transforma refeições comuns em aventuras culinárias extraordinárias, tornando cada momento de grelhado uma oportunidade para a excelência gastronômica.

TRAEGER, Inc. (Cook) - Modelo de Negócios: Principais Parcerias

Fornecedores de pellets de madeira e componentes de grelhar

A Traeger Fontes Brãos de madeira de vários fornecedores, com aproximadamente 70% das matérias -primas adquiridas de fabricantes domésticos dos EUA. Os principais fornecedores de pellets de madeira incluem:

Fornecedor	Volume anual de oferta	Duração do contrato
Pelas da costa do Pacífico	350.000 toneladas	Contrato de 3 anos
Northwest Wood Technologies	275.000 toneladas	Contrato de 2 anos

Parceiros de manufatura na China e Vietnã

Traeger mantém parcerias estratégicas de fabricação com instalações na Ásia:

• Shenzhen Manufacturing Co., Ltd. (China): produz 60% dos componentes da grade
• Parceiros industriais de Hanói (Vietnã): fornecem 40% da capacidade de fabricação
• Capacidade anual total de produção: 250.000 grades

Distribuidores de varejo

Traeger colabora com os principais canais de varejo:

Distribuidor	Volume de vendas (2023)	Penetração de mercado
Home Depot	85.000 unidades	35% do total de vendas
Lowe's	62.000 unidades	25% do total de vendas
Amazon	48.000 unidades	19% do total de vendas

Plataformas de marketing digital e comércio eletrônico

Os principais parceiros de colaboração digital incluem:

• Shopify: integração da plataforma de comércio eletrônico
• Plataforma de marketing do Google: publicidade digital
• META ADS Gerente: Marketing de mídia social

Influenciadores da marca de cozinha e estilo de vida ao ar livre

Traeger se envolve com influenciadores culinários profissionais e personalidades de culinária ao ar livre:

Categoria de influenciadores	Número de parcerias	Alcance estimado
Chefs profissionais	12 parcerias	2,5 milhões de seguidores
Especialistas em culinária ao ar livre	8 parcerias	1,8 milhão de seguidores

Traeger, Inc. (Cook) - Modelo de Negócios: Atividades -chave

Projeto e fabricação de churrasqueiras a lenha

A Traeger produziu aproximadamente 500.000 grades em 2022, com instalações de fabricação localizadas na China e nos Estados Unidos.

Métricas de produção de grelhar	2022 dados
Grills totais fabricados	500.000 unidades
Custo médio de produção	$ 350- $ 450 por unidade
Locais de fabricação	China e Estados Unidos

Desenvolvendo tecnologia de cozinha inovadora

A Traeger investiu US $ 12,3 milhões em pesquisa e desenvolvimento em 2022, com foco em tecnologias avançadas de grade de pellets.

• Integração da tecnologia da Wifire
• Sistemas de controle de temperatura digital
• Algoritmos de cozinha inteligentes

Plataforma digital e desenvolvimento de aplicativos

O aplicativo móvel da Traeger possui mais de 750.000 usuários ativos a partir do quarto trimestre 2022, com investimentos em andamento em plataforma digital.

Métricas de plataforma digital	2022 Estatísticas
Usuários ativos de aplicativos móveis	750,000
Investimento de plataforma digital	US $ 3,5 milhões

Criação de marketing e experiência da marca

A Traeger alocou US $ 45,2 milhões às despesas de marketing em 2022, representando 15,6% da receita total.

• Marketing de mídia social
• Parcerias de influenciadores
• Criação de conteúdo

Pesquisa e desenvolvimento de produtos

As despesas de P&D para o desenvolvimento de novos produtos atingiram US $ 12,3 milhões em 2022, representando 4,2% da receita total.

Áreas de foco em P&D	Detalhes do investimento
Gastos totais de P&D	US $ 12,3 milhões
Porcentagem de receita	4.2%
Novas linhas de produtos	3 grandes lançamentos de produtos

Traeger, Inc. (Cook) - Modelo de Negócios: Recursos Principais

Tecnologia proprietária de churrasqueira a madeira

A Traeger possui 29 patentes ativas relacionadas à tecnologia de churrasqueira de madeira a partir de 2023. A empresa investiu US $ 12,4 milhões em pesquisa e desenvolvimento para inovações de churrasqueiras no ano fiscal de 2022.

Categoria de patentes	Número de patentes
Design da grelha	14
Mecanismo de alimentação de pellets	8
Controle de temperatura	7

Forte reputação da marca na culinária ao ar livre

Traeger detém a 37,5% de participação de mercado em grades de pellets de madeira a partir de 2022. Valor da marca estimado em US $ 245 milhões em 2023.

Ecossistema digital e aplicativo móvel

• Plataforma digital com mais de 1,2 milhão de usuários registrados
• Aplicativo móvel baixado 750.000 vezes em 2022
• Banco de dados de receitas digitais contendo mais de 4.500 receitas geradas pelo usuário

Infraestrutura da cadeia de fabricação e suprimento

A Traeger opera 2 instalações de fabricação primárias:

Localização	Capacidade de produção anual
Utah, EUA	180.000 grades/ano
China	120.000 grades/ano

Propriedade intelectual e patentes de design

O portfólio de propriedade intelectual total avaliado em US $ 38,6 milhões em 2022. Investimento contínuo de 4,2% da receita anual no desenvolvimento de IP.

Traeger, Inc. (Cook) - Modelo de Negócios: Proposições de Valor

Experiência de culinária a lenha premium

As grades de balas de madeira da Traeger geram US $ 661,3 milhões em vendas líquidas para o ano fiscal de 2022. O preço médio de venda de grades Traeger varia de US $ 599 a US $ 3.499.

Categoria de grelha	Faixa de preço	Principais recursos
Grades portáteis	$599 - $899	Soluções leves de cozimento móvel
Série Pro	$1,299 - $2,199	Controle avançado de temperatura
Série Timberline	$2,499 - $3,499	Tecnologia de grelhar inteligente mais alta

Tecnologia inteligente de grelhar com conectividade Wifire

A tecnologia Wifire permite o monitoramento e o controle da temperatura remota por meio de aplicativos móveis.

• Mais de 250.000 usuários ativos de aplicativos móveis
• 95% das grades habilitadas para Wifire Connect a aplicativos móveis
• Rastreamento de temperatura em tempo real e recursos de ajuste

Equipamento de cozinha ao ar livre de alta qualidade e versátil

A Traeger produz várias linhas de produtos com diversas capacidades de cozimento.

Categoria de produto	Número de modelos	Classificação média do cliente
Grades de pellets	12 modelos	4.6/5
Acessórios	Mais de 50 itens	4.4/5
Acessórios de cozinha	25 ferramentas especializadas	4.5/5

Controle de temperatura consistente e preciso

O controlador digital mantém a temperatura dentro de ± 15 graus Fahrenheit do ponto de ajuste.

• Faixa de temperatura: 165 ° F - 500 ° F
• Elementos de aquecimento de precisão em todos os modelos de nível profissional
• Tecnologia de culinária de convecção patenteada

Perfis de sabor exclusivos através da cozinha de pellets de madeira

Traeger produz 8 sabores diferentes de pellets de madeira para diversas experiências de culinária.

Sabor de pelotão de madeira	Proteína Primária Recomendada	Preço de varejo por bolsa de 20 lb
Hickory	Carne bovina	$19.99
Maçã	Carne de porco	$18.99
Mesquite	Aves	$17.99

Traeger, Inc. (Cook) - Modelo de Negócios: Relacionamentos do Cliente

Plataforma de vendas on-line direta ao consumidor

No quarto trimestre 2023, a plataforma de comércio eletrônico da Traeger gerou US $ 89,3 milhões em vendas on-line diretas, representando 32,4% da receita total da empresa.

Canal de vendas on -line	Receita	Porcentagem da receita total
Vendas diretas no site	US $ 89,3 milhões	32.4%
Varejistas on-line de terceiros	US $ 52,6 milhões	19.1%

Mídia social ativa e envolvimento da comunidade

Traeger mantém uma presença ativa nas mídias sociais com:

• Seguidores do Instagram: 432.000
• Seguidores do Facebook: 378.000
• TIKTOK seguidores: 215.000

Suporte ao cliente e treinamento de produtos

Traeger fornece suporte abrangente ao cliente por meio de:

• Linha telefônica de atendimento ao cliente 24/7
• Suporte de bate -papo online
• Tempo de resposta de suporte por e-mail: média de 4-6 horas

Programa de fidelidade e comunicação contínua do cliente

O programa de fidelidade de Traeger, 'Traeger Rewards', inclui:

• Associação: 127.000 membros ativos
• Membro médio de gasto por lealdade: US $ 637
• Contribuição da receita do programa de fidelidade: 22,6% do total de vendas

Conteúdo gerado pelo usuário e compartilhamento de receitas

Estatísticas da plataforma de receita digital de Traeger:

Métrica de conteúdo	Número
Total de receitas compartilhadas	18,742
Contribuintes mensais de receita ativa	4,213
Visualizações médias de receitas mensais	672,000

Traeger, Inc. (Cook) - Modelo de Negócios: Canais

Site oficial de Traeger

Canal de vendas on-line direto com receita de comércio eletrônico 2023 de US $ 420,3 milhões. O site oferece catálogo completo de produtos com 237 SKUs a partir do quarto trimestre 2023.

Tráfego do site (mensalmente)	Visitantes únicos
2023 média	1,2 milhão

Plataformas de comércio eletrônico

Vários canais de vendas digitais de terceiros gerando receita suplementar.

Plataforma	Volume anual de vendas
Amazon	US $ 87,6 milhões
Walmart	US $ 53,2 milhões

Lojas parceiras de varejo

Extensa rede de distribuição física de varejo.

• Home Depot: 2.296 lojas que transportam produtos Traeger
• Lowe's: 1.975 lojas com equipamento Traeger Grelill

Parceiro de varejo	Cobertura do produto
Home Depot	89% da linha de produtos
Lowe's	76% da linha de produtos

Aplicativo móvel

Plataforma digital Suportando ecossistema de produtos.

Métrica de aplicativo	2023 dados
Downloads totais	742,000
Usuários ativos mensais	328,000

Canais de marketing de mídia social

Plataformas de engajamento digital para comunicação da marca.

Plataforma	Seguidores/assinantes
Instagram	487,000
Facebook	612,000
YouTube	276,000

Traeger, Inc. (Cook) - Modelo de Negócios: Segmentos de Clientes

Entusiastas da culinária ao ar livre

Tamanho do mercado: 25,6 milhões de famílias dos EUA se envolveram ativamente na culinária ao ar livre a partir de 2023.

Aparelhamento demográfico	Percentagem
Idade 35-54	42%
Renda familiar $ 75k- $ 150k	38%
Consumidores do sexo masculino	62%

Churrasco em casa e hobbyistas de grelhados

Gastos anuais médios em equipamentos de grelhar: US $ 789 por família.

• Frequência de cozimento de fim de semana: 73% cozinhe 2-3 vezes por semana
• Posta de grade de pellets: 18% do mercado total de grades
• Ciclo médio de reposição da grade: 5-7 anos

Consumidores de aparelhos de cozinha premium

Valor de mercado -alvo: segmento de equipamentos de cozinha ao ar livre premium de US $ 4,2 bilhões em 2023.

Faixa de preço	Quota de mercado
$500-$1,500	45%
$1,500-$3,000	32%
Mais de US $ 3.000	23%

Profissionais culinários e amantes de comida

Segmento de mercado profissional de chefs: 127.000 chefs profissionais interessados ​​em tecnologias avançadas de culinária.

• Graduados da Escola Culinária: 62.000
• Chefs de restaurantes usando o Avançado Grilling Tech: 45%
• Autores de livros de receitas endossando grades de pellets: 28

Consumidores de culinária ao ar livre com conhecimento de tecnologia

Mercado de Tecnologia da Grill Smart: US $ 876 milhões em 2023.

Adoção de tecnologia	Percentagem
Grills conectados Wi-Fi	22%
Integração de aplicativos móveis	37%
Recursos de controle de temperatura	41%

Traeger, Inc. (Cook) - Modelo de Negócios: Estrutura de Custo

Despesas de fabricação e produção

Para o ano fiscal de 2023, a Traeger relatou o custo total dos bens vendidos (engrenagens) de US $ 331,7 milhões. As despesas de produção quebram da seguinte forma:

Categoria de despesa	Valor ($)
Custos de matéria -prima	156,800,000
Trabalho direto	48,300,000
Manufatura de sobrecarga	126,600,000

Investimentos de pesquisa e desenvolvimento

A Traeger alocou US $ 21,4 milhões às despesas de pesquisa e desenvolvimento em 2023, representando 4,5% da receita total.

Marketing e promoção de marca

As despesas de marketing para Traeger em 2023 totalizaram US $ 67,5 milhões, que incluem:

• Publicidade digital: US $ 24,3 milhões
• Campanhas de mídia tradicionais: US $ 15,2 milhões
• Patrocínio e marketing de eventos: US $ 12,6 milhões
• Criação de conteúdo e mídia social: US $ 15,4 milhões

Cadeia de suprimentos e logística

Os custos da cadeia de suprimentos e logística para Traeger em 2023 foram de aproximadamente US $ 52,6 milhões, incluindo:

Componente de logística	Valor ($)
Transporte	22,300,000
Armazenamento	18,700,000
Gerenciamento de inventário	11,600,000

Manutenção de infraestrutura de tecnologia

As despesas com tecnologia e infraestrutura de TI para Traeger em 2023 totalizaram US $ 16,3 milhões, que incluem:

• Computação em nuvem: US $ 5,7 milhões
• Licenciamento de software: US $ 4,2 milhões
• Manutenção de hardware: US $ 3,9 milhões
• Segurança Cibernética: US $ 2,5 milhões

Traeger, Inc. (Cook) - Modelo de Negócios: Fluxos de Receita

Vendas diretas de grelha e equipamentos

No ano fiscal de 2022, a Traeger registrou vendas líquidas de US $ 795,7 milhões em grades e equipamentos. O preço médio de venda das grades da Traeger varia de US $ 499 a US $ 2.199, dependendo do modelo.

Categoria de grelha	Faixa de preço médio	Vendas anuais estimadas
Grades portáteis	$499 - $799	US $ 125,4 milhões
Grills da série Pro	$999 - $1,499	US $ 345,6 milhões
Série Timberline	$1,799 - $2,199	US $ 324,7 milhões

Acessórios e peças de reposição

A Traeger gerou US $ 87,3 milhões em acessórios e receita de peças de reposição em 2022.

• Capas de grelha: US $ 15,2 milhões
• Peças de reposição: US $ 22,5 milhões
• Acessórios de cozinha: US $ 49,6 milhões

Pelas de madeira e vendas de consumíveis

As vendas de pellets de madeira atingiram US $ 129,5 milhões em 2022, representando 13,2% da receita total da empresa.

Tipo de pellet	Volume anual de vendas	Preço médio por bolsa
Mistura de assinatura	540.000 sacos	$18.99
Belas de nogueira	380.000 sacos	$19.99
Pellets de mesquita	260.000 sacolas	$20.49

Plataforma digital e receita relacionada a aplicativos

As receitas da plataforma digital totalizaram US $ 22,1 milhões em 2022, representando 2,2% da receita total da empresa.

Ofertas de assinatura e serviço premium

Os serviços de assinatura premium geraram US $ 11,4 milhões em 2022, incluindo o Traeger Pro e os recursos digitais avançados.

Camada de assinatura	Preço mensal	Assinantes anuais
Traeger Pro Basic	$4.99	35,000
Traeger Pro Premium	$9.99	18,000

Traeger, Inc. (COOK) - Canvas Business Model: Value Propositions

You're looking at the core reasons customers choose Traeger, Inc. (COOK) over the competition, even when the macro environment is tight. It really boils down to flavor, technology, and brand pull. The company's mission is to 'Create a More Flavorful World,' and the numbers from late 2025 show where that focus is paying off.

The promise of superior wood-fired flavor is directly supported by the recurring revenue stream from consumables. For the third quarter of fiscal year 2025, consumables revenue grew by 12.3% year-over-year, reaching $25.3 million. This recurring revenue stream is what you want to see for long-term stability; they are selling the flavor, not just the hardware. The core grill business remains the largest revenue driver, bringing in $76.6 million in Q3 FY2025, which was an increase of 2.2% compared to the prior year.

Ease of use centers on the WiFIRE technology, which connects the smartphone via the Traeger App, allowing users to change temperatures, monitor food temps, and add smoke from anywhere, at any time. This smart grilling technology includes features like Apple Watch integration and GrillGuide for step-by-step cooking cycles.

Premium, durable grill quality justifies the higher price points when you look at the hardware itself. For instance, the high-end Timberline 1300 model weighs in at 220 lbs and offers 1300 sq. in. of cooking area. This heft and build quality contrast with competitors, positioning the top-tier units as a substantial, premium backyard centerpiece.

The lifestyle and community aspect, often called the 'Traegerhood,' is the intangible value that drives brand loyalty. While I don't have a specific community engagement metric for late 2025, the continued strength of the core grill business, which grew 12.8% in Q1 FY2025 to $86.7 million, shows the brand's ability to capture demand for that experience.

Capturing new customers is being addressed with entry-level options. The successful launch of the Woodridge series directly benefited the grills business growth of 13% in Q1 FY2025. The Woodridge is positioned as the new entry-level option, replacing the older Pro, and is available in base, Pro, and Elite configurations. The base model is offered at the same price as the older Pro but includes a better grill body and a digital controller.

Here's a quick look at the revenue mix from the third quarter of fiscal year 2025, showing the relative importance of the hardware versus the flavor components:

Revenue Segment	Q3 FY2025 Amount	Year-over-Year Change
Grills	$76.6 million	Up 2.2%
Consumables	$25.3 million	Up 12.3%
Accessories	$23.5 million	Down 4.3%

Overall, the company is focused on operational efficiency, targeting $50 million in total annualized cost savings from Project Gravity to help manage headwinds like tariffs and support the core value propositions. The reiterated Fiscal Year 2025 revenue guidance is between $540 million and $555 million.

Traeger, Inc. (COOK) - Canvas Business Model: Customer Relationships

You're looking at how Traeger, Inc. keeps its customers engaged beyond the initial grill purchase. It's less about transactional support and more about building a lifestyle, which is key to driving recurring revenue.

The community aspect, often called the Traegerhood, is central to this. Traeger, Inc. reports robust consumer engagement data derived from their connected grills. This loyalty directly supports the consumables business, which saw revenue growth of 12% in the third quarter of fiscal year 2025, hitting $25 million in that period. That recurring revenue stream is defintely what you want to see for long-term stability. Sell the flavor, not just the hardware.

Social media presence is a major driver for this engagement, hosting a large audience base as of late 2025:

• Facebook Followers: 678,647
• Instagram Followers: 1,268,825
• Pinterest Followers: 86,225

Traeger, Inc. also cultivates this community through digital content and direct interaction. The Traeger App offers hundreds of recipes, and the company hosts live cooking classes and competitive grilling events with Traeger pros. The proprietary GrillGuide® technology leverages this by allowing users to download step-by-step cooking cycles directly to their WiFIRE® controller, simplifying complex cooks for all skill levels.

Regarding channel partners, Traeger, Inc. actively engages in co-promotional activities, confirming that they split promo costs with these partners to drive grill sales to consumers. This focus on wholesale channels is part of a broader strategic shift, as the company is exiting its direct-to-consumer business by redirecting Traeger.com consumers to retail partners' websites. Increased funding for promotional activity was noted as a factor impacting gross margin in the first quarter of fiscal 2025.

The WiFIRE® technology is the backbone of automated support and enhanced user experience. This feature connects the grill to the Traeger App, allowing users to change temperatures, monitor food temps, and add smoke from anywhere, at any time, using a smartphone. The integration extends to the Apple Watch, enabling users to switch grill temperature or activate the Keep Warm Mode right from their wrist. This connectivity provides the data that management uses to confirm robust consumer engagement.

Here's a look at how some of these customer-facing elements relate to recent financial performance:

Customer Relationship Element	Related Financial Metric/Data Point (FY25)	Value/Amount
Community/Lifestyle Focus (Traegerhood)	Consumables Revenue (Q3 FY25)	$25 million
Community/Lifestyle Focus (Traegerhood)	Consumables Revenue Growth (Q3 FY25 YoY)	12%
Channel Partner Promotions	Impact on Q1 FY25 Gross Margin	Increased funding for promotional activity
WiFIRE/App Control	Grill Revenue Growth (Q1 FY25 YoY)	12.8%

Finance: review the Q4 2025 promotional spend against the Q1 2025 impact by next Tuesday.

Traeger, Inc. (COOK) - Canvas Business Model: Channels

You're looking at the strategic pivot Traeger, Inc. (COOK) is making across its sales channels as of late 2025, driven by the cost-saving and efficiency-focused Project Gravity initiative. This isn't just tweaking; it's a fundamental re-weighting toward wholesale partners to create a leaner, more profitable business structure.

The company's channel strategy is heavily leaning into established big-box relationships while systematically dialing back its direct engagement. This shift is partly about navigating tariff impacts-Traeger, Inc. expects to offset approximately 80% of its $60 million unmitigated tariff exposure in Fiscal Year 2025 through these structural changes and pricing adjustments.

Large-format retail stores (e.g., Home Depot, Costco in-line).

Large-format retail remains a cornerstone, with products available through major retailers like The Home Depot, Amazon, and Best Buy. However, a specific, high-touch program is being eliminated. As part of Phase 2 of Project Gravity, Traeger, Inc. is exiting the Costco roadshow program by the end of the year. This move, alongside others, is part of the plan expected to contribute approximately $20 million in annualized cost savings. The overall Fiscal Year 2025 revenue guidance is set between $540 million and $555 million.

To give you a sense of the current revenue mix, based on the first quarter of 2025, the core grill business, which flows heavily through these retail channels, accounted for 60.5% of total revenue.

Q3 2025 Revenue Segment	Amount (Millions USD)	Year-over-Year Change
Grills	$76.6 million	Up 2.2%
Consumables	$25.3 million	Up 12.3%
Accessories	$23.5 million	Down 4.3%
Total Revenue	$125.4 million	Up 2.7%

Exiting direct-to-consumer (DTC) sales on Traeger.com to redirect to retail.

This is a definitive strategic move. Traeger, Inc. is redirecting Traeger.com consumers to its retail partners' websites as part of a planned exit from the direct-to-consumer business. The company intends to use its website primarily for storytelling rather than as a sales channel moving forward. This aligns with a broader industry trend where general retail SG&A (Selling, General & Administrative) is often lower than pure-play DTC fulfillment costs; for general retail, SG&A typically runs around 21.07% of sales, compared to a higher burden often seen in direct sales.

Distributor model for certain international markets like Europe.

For international expansion, the model is shifting from direct operation to partnership. Traeger, Inc. is transitioning to a distributor model in European markets that previously operated under a direct sales structure. This is a critical adjustment, especially considering the significant pressure seen in that region previously; Rest of World revenues declined by 32.0% in the second quarter of 2025. However, there are signs of stabilization, as Rest of World revenues showed an increase of 9.9% year-over-year in the third quarter of 2025.

Specialty dealers and independent grill stores.

While specific revenue percentages for specialty dealers aren't public, the overall strategy emphasizes alignment with wholesale partners. The company's focus on strategic pricing shifts and supply chain efficiencies is noted as partially offsetting tariff-related gross margin contraction, which suggests deep collaboration with its entire wholesale network, including specialty dealers. The company is also working to diversify its supply chain outside of China, with a meaningful production shift expected by the end of 2026.

Finance: draft 13-week cash view by Friday.

Traeger, Inc. (COOK) - Canvas Business Model: Customer Segments

You're looking at the core buyers for Traeger, Inc. as of late 2025. These aren't just casual backyard cooks; they represent distinct purchasing behaviors that drive both hardware sales and the recurring revenue engine.

Dedicated BBQ enthusiasts and home chefs seeking premium flavor.

This group is chasing that authentic wood-fired taste. They are the ones who see the grill as a serious cooking appliance, not just a seasonal purchase. They are likely the buyers of the higher-end Ironwood and Timberline series, which command prices well over the entry-level mark. For instance, the Ironwood XL was listed around $\mathbf{\$2,200}$ and the Timberline models were priced at $\mathbf{\$1,700}$ and up in early 2025 reviews. These enthusiasts are key because they drive the demand for the premium consumables that keep them coming back.

Tech-savvy consumers valuing WiFIRE remote control.

This segment values the Internet of Things (IoT) integration that Traeger, Inc. has built into its ecosystem. They want to monitor and control their cooks from their smartphones, using the WiFIRE technology. Models featuring this connectivity, like the Pro 575, were listed for $\mathbf{\$799.99}$ in some 2025 pricing guides, while the Ironwood 650 was listed at $\mathbf{\$1,299.99}$. The IoT kitchen system market itself was projected to grow at a $\mathbf{15\%}$ Compound Annual Growth Rate, showing the importance of this tech-forward customer base to Traeger, Inc.'s long-term strategy. This group is definitely interested in the app integration and the GrillGuide step-by-step cooking cycles.

Mass-market consumers buying sub-$\text{1,000}$ entry-level grills.

This group is price-sensitive but still drawn to the brand's core offering. They represent the volume opportunity, especially as the company works to increase household penetration, which stood at only $\mathbf{3.5\%}$ in U.S. households as of the start of 2025. The Woodridge series is positioned here; the base Woodridge model is the new entry-level offering, replacing the older Pro series. The Woodridge Pro was specifically highlighted as a sub-$\mathbf{\$1,000}$ option, making it the gateway for many new customers into the ecosystem. The company's Q1 2025 grill revenue was $\mathbf{\$86.7}$ million, showing the importance of hardware sales to the top line, even with price pressures.

Existing grill owners driving the high-margin consumables business.

Once the hardware is sold, this segment becomes the most financially critical for sustained profitability. These are the repeat purchasers of wood pellets, rubs, and sauces. Looking at the third quarter of fiscal 2025, consumables revenue hit $\mathbf{\$25.3}$ million, representing about $\mathbf{20.18\%}$ of the total $\mathbf{\$125.4}$ million in revenue for that period. This percentage is significant because consumables generally carry higher margins than the grills themselves. For comparison, in the same quarter, grill revenue was $\mathbf{\$76.6}$ million. The focus on wood pellet sales growth, as noted in the Q3 2025 results, confirms this segment's role in driving profitability, even when overall grill unit volume is down. If onboarding takes 14+ days, churn risk rises.

Here is a snapshot of the revenue contribution from the main product categories for the third quarter ending September 30, 2025:

Revenue Category	Q3 2025 Revenue (Millions USD)	Percentage of Total Revenue
Grills	$\mathbf{\$76.6}$	$\mathbf{61.08\%}$
Consumables	$\mathbf{\$25.3}$	$\mathbf{20.18\%}$
Accessories	$\mathbf{\$23.5}$	$\mathbf{18.74\%}$

Finance: draft 13-week cash view by Friday.

Traeger, Inc. (COOK) - Canvas Business Model: Cost Structure

You're looking at the major outlays that keep Traeger, Inc. running, and right now, the cost side is heavily influenced by restructuring and external pressures like tariffs. Honestly, managing these costs is key to hitting their profitability targets for the year.

The cost structure is clearly burdened by the expense of making and moving the product. The Cost of Goods Sold (COGS) is a significant line item. For the third quarter of fiscal 2025, the Cost of Sales was reported at $76.85 million on total revenues of $125.4 million. This pressure is visible in the Gross Profit Margin, which contracted to 38.7% in Q3 2025, a year-over-year contraction of 360 basis points. A major driver here is the tariff impact; in Q3 2025 alone, tariff costs totaled $8 million, which accounted for 670 basis points of unfavorability on the gross margin. The company has stated an expectation to offset 80% of its total $60 million tariff exposure for fiscal 2025.

To address operational costs, Traeger, Inc. is executing Project Gravity, a multi-step restructuring program. The anticipated pre-tax charges for currently known actions under this program range from $25.0 million to $31.0 million. This total charge is broken down into expected pre-tax charges for professional fees and other related costs of $16.0 million to $21.0 million, plus severance and other personnel-related costs estimated between $9.0 million to $10.0 million. The goal is substantial completion by the end of 2026, targeting annualized pre-tax cost savings of about $58 million.

Operating expenses show a mixed picture. Sales and marketing expenses are showing some reduction, which is a positive sign for cost control in that area. For the third quarter of 2025, Sales and Marketing expenses were $20.0 million, down from $26.2 million in the third quarter of the prior year. General and administrative expenses were $22.2 million in Q3 2025.

Inventory holding costs are a factor, as the company carries substantial stock to meet demand. Inventory levels at the end of the third quarter of 2025 stood at $114.6 million, up from $107.4 million at the end of 2024.

Here's a quick look at some of the key cost components from the Q3 2025 period and related figures:

Cost Component	Amount (USD)	Period/Context
Project Gravity Restructuring Charges (Total Expected)	$25.0 million to $31.0 million	Total Pre-tax Charges for Known Actions
Sales and Marketing Expenses	$20.0 million	Q3 2025
Inventory Value	$114.6 million	End of Q3 2025
Cost of Sales (COGS)	$76.85 million	Q3 2025
Gross Profit	$48.5 million	Q3 2025
Tariff-Related Unfavorability on Gross Margin	670 basis points	Q3 2025

The supply chain and logistics expenses are implicitly high, as evidenced by the direct tariff impact and the strategic shift in Project Gravity Phase 2, which includes supply chain and manufacturing efficiencies and a transition to a distributor model in certain European markets. Also, the company is exiting its direct-to-consumer business via Traeger.com to redirect shoppers to retail partners.

Finance: draft 13-week cash view by Friday.

Traeger, Inc. (COOK) - Canvas Business Model: Revenue Streams

You're looking at the core ways Traeger, Inc. (COOK) brings in money, which is heavily weighted toward hardware sales but increasingly reliant on the recurring consumables stream. The company's financial outlook for Fiscal Year 2025 reflects this dynamic, with total revenue guidance set between $540 million and $555 million, representing an expected decline of 8% to 11% versus the prior year.

The revenue streams break down into four main categories, each with its own near-term performance characteristics as of late 2025.

• - Grill sales (hardware), expected to decline high single digits in FY2025.
• - Consumables (pellets, rubs, sauces), a high-margin, reoccurring stream.
• - Accessories (e.g., MEATER smart thermometers).
• - FY2025 total revenue guidance of $540 million to $555 million.
• - Consumables revenue grew 12.3% to $25.3 million in Q3 2025.

To give you a clear picture of the most recent segment performance, here's the breakdown from the third quarter of Fiscal Year 2025, which ended September 30, 2025:

Revenue Segment	Q3 2025 Revenue (Millions USD)	Year-over-Year Change
Grills (Hardware)	$76.6 million	Up 2.2%
Consumables	$25.3 million	Up 12.3%
Accessories	$23.5 million	Down 4.3%
Total Revenue	$125.4 million	Up 2.7%

The hardware side, the grill sales, is where you see the most volatility and the pressure mentioned in the guidance. For instance, in the second quarter of 2025, grill revenues were down a significant 21.9% to $74.2 million year-over-year, driven by lower unit volume. So, while Q3 showed a slight rebound in grill revenue to $76.6 million, the overall annual expectation suggests a contraction for the full year, which is why the total revenue guidance is down year-over-year.

The consumables stream is the bright spot for margin and recurrence. In Q3 2025, this segment grew 12.3% to $25.3 million, primarily fueled by wood pellet sales. This contrasts with Q2 2025, where consumables grew 7.5% to $36.4 million, showing some quarterly fluctuation in the growth rate.

Accessories revenue, which includes the MEATER smart thermometers, continues to face headwinds. In Q3 2025, accessories revenue was $23.5 million, a decrease of 4.3% compared to the prior year. This follows a steeper drop in Q2 2025, where accessories fell 11.9% to $34.9 million, largely attributed to lower MEATER sales. Management specifically noted that the FY2025 revenue outlook assumes continued softness in accessories revenue due to anticipated decreases in MEATER sales.