High-End Outdoor Pizza Ovens

Outdoor pizza ovens have become a coveted addition to the modern outdoor kitchen, allowing homeowners and culinary enthusiasts to recreate the authentic flavors of wood-fired pizzas in their own backyards.

The global outdoor pizza oven market was valued at $232 million in 2022 and is projected to grow steadily, fueled by the increasing popularity of outdoor living and the desire for elevated al fresco dining experiences.

Target Market

From traditional wood-burning ovens with refractory brick domes to sleek, multi-fuel options with integrated smokers, this niche caters to discerning homeowners, restaurateurs, and businesses seeking to elevate their outdoor culinary offerings.

The primary audience includes affluent homeowners looking to create gourmet outdoor kitchens, pizzeria owners expanding into outdoor seating areas, and commercial venues like wineries or event spaces aiming to provide unique dining experiences.

Website Optimization Strategies

• Detailed Product Specifications: Highlight key details such as oven dimensions, cooking surface area, fuel types (wood, gas, multi-fuel), temperature ranges, dome materials (refractory brick, ceramic, etc.), and any unique features like built-in smokers or rotisserie attachments. Example: Forno Bravo's product pages provide comprehensive specifications on oven sizes, cooking surfaces, fuel types, and premium features for their range of outdoor pizza ovens.
• Immersive Visual Content: Invest in professional photography and videography showcasing your ovens in action, with close-up shots of perfectly cooked pizzas and other wood-fired delicacies. Incorporate 360-degree videos and augmented reality tools for virtual product exploration. Example: Ooni's website features mouthwatering videos of their pizza ovens in use, along with an AR tool enabling users to virtually "place" different oven models in their outdoor spaces.
• Robust Filtering & Comparisons: Enable customers to filter by fuel type, oven size, cooking surface area, materials, and other priorities. Provide side-by-side comparisons of different models and series. Example: Chicago Brick Oven's website allows users to easily compare their various pizza oven lines based on specifications like oven chamber sizes, fuel sources, and included accessories.
• Customer Inspiration & Reviews: Share inspirational outdoor kitchen imagery with pizza ovens as the centerpiece. Feature authentic reviews highlighting cooking performance, versatility, ease of use, and the impact on outdoor entertaining experiences. Example: Forno Bravo showcases a gallery of customer outdoor kitchens alongside owner testimonials praising the pizza oven's cooking capabilities and design aesthetics.

Content Marketing Approaches

• Develop comprehensive outdoor pizza oven guides covering topics like oven types, fuel choices, installation requirements, and best practices for achieving perfect wood-fired pizzas. Example: Ooni offers an in-depth "Pizza Oven Buyer's Guide" covering everything from oven styles to accessories and outdoor kitchen design considerations.
• Produce video content like pizza-making tutorials, chef interviews, and outdoor kitchen tours to inspire and educate customers on the latest culinary trends and techniques. Example: Chicago Brick Oven's YouTube channel features videos showcasing their ovens in action, with chef-led tutorials on wood-fired cooking.
• Share curated outdoor kitchen galleries categorized by styles or themes to spark creativity for integrating pizza ovens into backyard designs. Example: Forno Bravo's "Inspiration Gallery" allows users to browse beautifully appointed outdoor kitchens featuring their pizza oven models.
• Document customer case studies highlighting impressive outdoor pizza oven installations and the transformative impact on residential or commercial properties. Example: Ooni publishes detailed case studies on their blog covering custom outdoor kitchen projects for luxury homes and restaurant clients.

Social Media Marketing Tactics

• Focus on visually captivating platforms like Instagram and Pinterest to showcase mouthwatering pizza oven cuisine and inspire desire for elevated outdoor dining experiences. Example: Chicago Brick Oven frequently shares drool-worthy pizza shots and outdoor kitchen scenes across Instagram featuring their pizza ovens in action.
• Run targeted ads on Facebook and Instagram aimed at homeowners interested in outdoor living, cooking, and entertaining, as well as restaurateurs and venue owners. Example: Forno Bravo runs targeted Facebook ad campaigns promoting their outdoor pizza ovens to users based on relevant interests and demographics.
• Identify influential food, home design, and outdoor living bloggers to collaborate on sponsored content and product features. Example: Ooni has sponsored influencer campaigns with popular food bloggers and chefs who showcase recipes and techniques using their pizza ovens.
• Encourage customers to proudly share their outdoor pizza oven setups and culinary creations through photo contests and incentives for user-generated content. Example: Chicago Brick Oven frequently reposts customers' outdoor kitchen spaces across their social channels through hashtag campaigns like #ChicagoBrickOven.

Search Marketing & SEO Practices

• Conduct keyword research around relevant terms like "outdoor pizza oven kits," "wood-fired pizza oven," "built-in pizza oven design" and other phrases customers search. Example: Forno Bravo likely targets keywords like "commercial pizza ovens for restaurants" and "outdoor pizza oven installation" based on their product and service offerings.
• Optimize product titles, descriptions, image alt-text, and metadata with relevant keywords to improve search visibility for your outdoor pizza oven products and content. Example: Ooni's website shows strong on-page optimization around terms like "portable outdoor pizza ovens" and "wood pellet pizza ovens" across product pages and blogs.
• Develop long-form blog content like pizza oven buying guides, wood-fired cooking tips, and outdoor kitchen design advice built around your target keywords. Example: Chicago Brick Oven's learning center features articles like "How to Build an Outdoor Pizza Oven Kitchen" targeting valuable informational queries.
• For local businesses, optimize Google Business Profiles with location-based keywords, high-quality imagery of installations, and detailed service descriptions. Example: Forno Bravo's GBP is fully optimized with local keywords, project photos, and services like outdoor pizza oven design and construction.
• Build backlinks through guest posting, local sponsorships, and creating valuable tools like outdoor kitchen design planners or pizza dough calculators. Example: Ooni offers free outdoor kitchen design consultations, potentially driving referral traffic and backlink opportunities.

Marketing & Positioning Strategies

• Differentiation: Highlight proprietary cooking technologies, premium materials/finishes, fuel efficiency innovations, and design elements that set your pizza ovens apart. Example: Chicago Brick Oven markets their patented refractory concrete oven domes as superior in heat retention and energy efficiency compared to traditional brick ovens.
• Storytelling: Focus on the artistry, tradition, and passion behind your pizza oven designs, whether it's replicating authentic Neapolitan flavors or elevating outdoor dining. Example: Forno Bravo tells the story of their founder's journey from Italy, bringing centuries of old-world craftsmanship to modern outdoor pizza oven design.
• Premium Offerings: In addition to ovens, offer complementary products like pizza peels, oven tools, or turn-key outdoor kitchen packages for comprehensive solutions. Example: Ooni provides options to bundle their pizza ovens with accessory kits, cold-proving dough boxes, and premium pizza oven tables.
• Customization: Enable customization of oven finishes, fuel sources (multi-fuel options), and installation configurations to create unique outdoor cooking setups. Example: Chicago Brick Oven allows customers to customize their pizza ovens' exterior finishes, fuel types, and ventilation options for personalized installations.
• Luxury Pricing: Position premium product tiers at higher luxury price points to elevate your brand's perceived value and appeal to affluent buyers seeking exclusivity.
  Example: Forno Bravo's top-tier Primavera line features handcrafted pizza ovens priced in the $5,000-$10,000 range for discerning outdoor chefs.
• Financing: Offer financing plans for larger outdoor kitchen installations featuring pizza ovens to increase accessibility and boost average order values. Example: Ooni provides financing through partners like Affirm to help customers manage costs on comprehensive outdoor kitchen projects.
• Robust Warranties: Provide lengthy warranty coverage, satisfaction guarantees, and premium service plans like maintenance and repair packages. Example: Chicago Brick Oven offers robust warranties on their pizza ovens along with dedicated technical support and service plans.
• Email Lead Capture: Build an email list by offering premium gated content like outdoor kitchen design guides, pizza dough recipes, or wood-firing technique tutorials.
  Example: Forno Bravo provides a free "Wood-Fired Pizza Cookbook" to capture leads for email marketing campaigns.

What's next?

We hope these ideas and strategies will spark some inspiration that will help grow your business. 

If you'd like to brainstorm additional strategies and learn more how Shop Innovator can help you, please book a complementary strategy call.