Photos:Photos: 2014© Michael Robinson Photography. www.mrobinsonphoto.com.

If Kansas City is the holy land of barbecue, then Smoke ‘n’ Fire is its cathedral. Pilgrims flock daily from far and wide to pay homage at its altars to the gods of grills, sauces, smoking woods and every other conceivable gadget one might use in the ritual of cooking over an open fire.

The rector of this holy site is Jim Cattey. For the past 14 years, Cattey and his wife Joan have owned and overseen the 13,000 sq. ft. retail shrine, which has been called the biggest and best barbecue store in the U.S. They carry a vast array of grills and smokers in virtually every size, price range and fuel type, along with a large selection of other outdoor kitchen components.

They also offer five different types of lump charcoal, 20 species of smoking woods in trial-sized to super-sized packages, and a selection of barbecue-related tools, accessories, sauces, seasonings, cookbooks and novelties that’s second to none. If that isn’t enough to transport shoppers to other-worldliness, the regular schedule of barbecue classes, demos, special events and/or live radio broadcasts from the store should do it.

In addition to barbecue merchandise, Smoke ‘n’ Fire also carries a full selection of hearth products, including fireplaces, stoves, logs and accessories, as well as outdoor fireplaces, firepits and fire tables.

While the hearth side of the business would be impressive on its own, it’s the barbecue side that customers describe as a religious experience.

“If it isn’t here, you probably don’t need it,” says Cattey. Thankfully, customers seem to need – or at least want – what Cattey is selling.

Hearth & Home recently spoke with Jim Cattey about his business and how he has managed to create a little bit of barbecue heaven on earth.

“As a specialty retailer,” says Cattey, “we must provide what other companies don’t – knowledge and service.”

Hearth & Home: How did you get into this business? Did it originate from a love of barbecuing?

Jim Cattey: “It started because I had three hungry, male children to feed! I had a feed and farm supply store in the ’70s, and when propane prices went through the roof I bought a wood stove. I liked the stove so much I went to work for the guy I bought it from and got certified as a wood stove safety technician.

“We started selling grill repair parts as a counter-seasonal business. He eventually sold that store and I left and went on to develop a business selling hot sauces, barbecue sauces and rubs. Fourteen years ago, the wood stove and grill parts store that I used to work for was failing and I picked up the pieces, changed the name to Smoke ‘n’ Fire, changed the focus to barbecuing, and reshaped it to what it is today.”

Barbecue guru Steven Raichlen has described Smoke ‘n’ Fire as one of the finest grilling retail stores in the country. How would you describe it?

Cattey: “Our motto is ‘Keeping you warm and well-fed’ and our goal is to be a one-stop shop for barbecuing and hearth products. We have all the right products to cook anything outdoors. I don’t know a store in the country with more square footage devoted to barbecuing, more SKUs or more product knowledge. The hearth side is still a very big part of our business. There is a yin-yang between the fireplace and barbecue sides of the business.”

Do you offer a little bit of everything when it comes to the barbecue products you carry, or do you follow trends in determining what you sell?

Cattey: “We offer a balance between gas, charcoal, pellet grills and smokers and don’t really see one category being stronger than another. We have something for the purists who like the control, flexibility, flavor and ritual of charcoal, and those who prefer the convenience of gas.

“As for specific products, we are very selective in what we carry. Whether it’s hearth or barbecue, the most important thing is that the product has to be of good quality with good manufacturer support. We have kicked out manufacturers that don’t stand behind their products.”

There’s a balance among gas, charcoal, pellet grills and smokers, and a customer for each.

Do you sell outdoor kitchens?

Cattey: “We sell the equipment and components only. We do not get involved with design or construction, but we have good referring relationships with contractors who offer those services. We may get into that business someday, but not now. I believe in the saying, ‘Do the thing you do well, and let others do what they do well.’”

You have your own branded line of barbecue products. Tell us about that.

Cattey: “We have a separate business called Xtreme BBQ in which we manufacture our own line of smokers in six different sizes. We also offer rubs, condiments and gourmet snacks under that brand. Right now we sell Xtreme BBQ products only in our store and through our website, but there is the potential to expand distribution down the road. We’re working on getting that in place.”

How was business in 2013 and what are you expecting in the coming year?

Cattey: “This season, the fireplace business started very early and has been strong. By the fall we were booked out three weeks for hearth products. On the barbecue side, last year was a very solid year. We are seeing people do more outdoor cooking year ’round, so we expect strong barbecue sales to continue throughout the year.”

You’re very progressive with your marketing. Please tell us what you do to promote your business.

Cattey: “My wife Joan handles the buying and is very strong on marketing and merchandising. I may be the spokesperson for the business but she handles all the marketing, including all social media such as blogs and Facebook posts. We develop topics and material together, but she writes it up and posts it.”

Well, Joan is a prolific poster! She continually posts helpful tips, recipes, in-store specials and other informative content. Other retailers would pro-bably be jealous of your 16,000-plus Facebook “likes.”

Cattey: “It’s all about developing relationships with customers.”

What about traditional advertising? Is that still in the mix?

Cattey: “Fourteen years ago we started with the Yellow Pages and newspaper advertising. Today they don’t really work, although we still occasionally do newspaper ads. We added TV commercials and have had great success with some spots and terrible results with others.

“We have developed a very successful partnership with a local radio station. We were running radio spots, and one day they suggested we do a live broadcast from the store. It was a huge success and our radio show continues to run weekly from late March through the summer. (For more information on Smoke ‘n’ Fire’s radio show, see Hearth & Home, January 2014.)

“Marketing is an ongoing, ever-changing process with a moving target. What works one day, doesn’t work the next. You have to gauge what works and do it until it doesn’t, and then figure out another way to get their attention.”

Certainly your cooking classes, demos and special events must get customers’ attention. There is always something fun going on in your store. Tell us about some of the experiences you create for customers.

Cattey: “We provide one class free with each grill purchase. These are basic ‘101’ technique classes taught by our staff chef, Richard McPeake, and designed to show people how to use the grill they bought. We believe the more knowledge people have, the more positive their experience will be, and the more they’ll use their grill and buy stuff.

“We also offer specialty classes occasionally on topics like smoking or cooking holiday meals on the grill, but the classes are focused on teaching people to use the products we sell.

“As for demos, we do them indoors in our kitchen area. Our store used to be a deli, so we are fortunate to have indoor vent hoods. We demo on weekends in-season and for holidays and special events. Demos drew bigger crowds in the early years but still draw enough that they are worthwhile. We also host events with celebrity barbecuers like Steven Raichlen, where he’ll come and do a talk and book-signing for our customers.”

Demos are conducted indoors, and are an important part of the store’s customer service and marketing.

What do you see as your biggest challenge today? Is it Big Box competition, Internet sales, overseas grill imports?

Cattey: “Those are all issues to contend with, but we try not to approach them with fear. We keep our ear to the ground regarding trends, evaluate what works and constantly modify our business to keep it fresh. As a specialty retailer we must provide what other companies don’t – knowledge and service – so I think the biggest challenge might be finding good staff to help grow the business.

“They must present well, understand the products and be able to communicate with others. We’re a mom-and-pop so everyone has to be able to do everything, from working in the warehouse to selling on the floor. It’s critical to have a light, nimble, versatile staff.”

Besides Joan, are other family members in the business?

Cattey: “We have had all three of our sons involved at one point. Currently, our oldest, Samuel, and youngest, Arthur, work full time at the store. Our middle son works for a chef. We all have a joy and love of food.”

Do you have any advice to share with other specialty retailers on the secret to your success?

Cattey: “I hate to say it, but we are probably the most cloned store in the country. Other retailers come in clandestinely to get ideas. But you can only be who you are. Our business has been successful and dynamic because we are completely enthusiastic about it and dedicated to it; it’s our way of life. You can’t just pull that rabbit out of a hat. You either feel that way about your business or you don’t. We are very happy doing what we do.”

Smoke ‘n’ Fire, Overland Park, Kansas.

Store Name: Smoke ‘n’ Fire

Location (street, city, state):
8030 West 151st Street, Overland Park, Kansas

Owners: Jim and Joan Cattey

Yr. Established: 1999

Web Site: www.smokenfire.com

E-mail: info@smokenfire.com

Phone: (913) 685-1111

Number of Stores:  1

Number of Employees:
Full Time: 5
Part Time: varies with season

Sq. Ft. of Building Space:
13,000 Showroom, plus additional warehouse space

Lines Carried:
Hearth: Dimplex, Harman, Jøtul, Mendota, Monessen, Rasmussen, RH Peterson, Valor
Barbecue: AOG, Beefeater, Charcoal Companion, Fire Magic, Good One, Hasty Bake, Kamado Joe, Lynx, Memphis Pellet Grills, Primo, Steven Raichlen Best of Barbecue, Weber, Xtreme BBQ

Advertising % of Gross Revenues:
Averages between 3% – 8% depending on the opportunities