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Masterbuilt: The Smoker Giant Playing It Safe
A $57M revenue engine built on legacy, not innovation
Masterbuilt dominates backyard grilling with $57M in revenue, but a 1.9-star Trustpilot rating reveals a critical disconnect between product popularity and customer satisfaction. As the incumbent in smokers, they've mastered market capture—yet struggle to master the customer experience.
"Masterbuilt sells adventure but delivers frustration—a classic case of brand promise outpacing operational execution."
The Traffic Paradox
With 245K monthly visits and 89% US traffic, Masterbuilt commands strong brand awareness. Yet their 49% organic search reliance suggests they're not capturing new audiences effectively. The data shows customers come searching for 'masterbuilt turkey fryer' and 'masterbuilt smoker'—brand terms, not category discovery. This is a defensive play, not offensive growth.
The Innovation Gap
Their tech stack reveals a company optimizing for stability, not disruption. jQuery and Bootstrap in 2024? That's legacy thinking. While competitors embrace modern frameworks, Masterbuilt's PWA and lazy loading are table stakes. The real story is what's missing: no headless CMS, no advanced personalization, no AI-driven recommendations. They're building for the 2015 customer.
The 1.9-star Trustpilot rating with just 35 reviews is telling. For a $57M revenue company, that's an alarmingly low review volume—suggesting either suppressed feedback or a disengaged customer base. When your primary social presence is TikTok (a platform for discovery) but your customer service fails to convert that into loyalty, you have a funnel problem, not a traffic problem.
- Strong brand equity: 'masterbuilt' searches at 6,340/month volume
- Product-market fit confirmed: Specific model searches dominate
- US-centric strategy: 89% domestic traffic concentration
- Legacy tech debt: jQuery/Bootstrap stack signals underinvestment
- Social media presence: Active on TikTok, YouTube, Instagram
The Incumbent's Dilemma
Masterbuilt has captured the market but risks losing the customer. For investors and founders, this is a classic case study in operational excellence vs. experience excellence. The opportunity isn't in selling more smokers—it's in building a platform that turns one-time buyers into lifetime brand advocates. Right now, they're just selling hardware.
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Masterbuilt - Master it.
When you're ready to serve up adventure, Masterbuilt has the tips, techniques, and more to help you fire it up at your next cookout
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Reviews (20)
Correction it is being worked out
I have been contacted and will be getting my hardware kit so I am upgrading my stars to a 3 until delivery is complete, but I am happy to have found a live human respond to me. Maybe this was an aberration. I am excited and wi update accordingly disregard the following for now (I have purchased a masterbuilt gravity series. Opened the box and it was missing the hardware. I had no numbers to call so I went to their site and explained that I purchased it over a month ago… they wanted my receipt photo as proof and of the serial number as well. Then emailed me that I’m out of warranty and the ticket is now closed. These grills are more than $700 , I would imagine there wouldn’t be a problem with receiving screws not put into the packaging. If I could give a negative 1 I would. I expected better from this establishment. I guess this is a reason some stores don’t carry it anymore. I expected better.) Got the screws
Absolutely shocking company with zero…
Absolutely shocking company with zero customer service and poor quality. Built my BBQ (adding screws I bought because some were missing). Impossible to get the WiFi connection working so app is useless and as a result some cooking features. Masterbuilt uninterested in helping solve the problem despite my deliver repeadly pushing them. Cannot register my warranty with them because Greece is not in their system even though they sell there. Buy with extreme caution these guys are real American cowboys!
5 years ago master build smoker you…
5 years ago master build smoker you put wood chips in not pellets not complicated it's electric and electronic but they make the electronic part complicated I thought it would be neat to have a Bluetooth to my phone but the Bluetooth doesn't work more than a few minutes and then sometimes the smoker shuts off biggest waste of money I ever spent about 350 buck piece of junk that's accurate the only reason I gave it one star is because you can't give it minus 10
Poor Customer Support Makes It Hard to Support “Buy American"
I’m extremely disappointed with my experience trying to get a replacement part for my Masterbuilt fryer. I reached out to customer service for help, and because my fryer is out of warranty, the response I received was basically, “check our parts website.” That would be fine if the part I need actually existed there — but I clearly explained in my email that it isn’t listed on their site or on Amazon. What frustrates me most is the bigger picture. Companies constantly push the idea of “support American businesses,” but then when customers actually need support, we’re left on our own. It feels like once they have your money, that’s the end of the relationship. No real help, no effort to find a solution, just a generic reply and good luck. I genuinely want to support American brands, but experiences like this make it harder and harder to justify. When a company can’t even help locate a simple replacement part, it really makes you question where that loyalty is supposed to go.
Steer clear
Masterbuilt is no longer a grill/smoker company dedicated to making outdoor cooking products. It was "acquired" by a company named Middleby that uses its name reputation to sell poorly constructed products with planned obsolesence and not even an adequate replacement parts program. Your experience will be costly, frustrating and disappointing. Buy a used decades-old Masterbuilt and rebuild/restore it OR go with a reputable modern manufacturer.
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About masterbuilt.com
When you're ready to serve up adventure, Masterbuilt has the tips, techniques, and more to help you fire it up at your next cookout
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masterbuilt.com uses 32 technologies across their website including Adobe Fonts, Google Fonts, hCaptcha, HSTS, Sentry, and more.
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Adobe Fonts, Google Fonts
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jsDelivr
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AWS CloudFront, Cloudflare
Traffic & Audience
masterbuilt.com receives approximately 245.7K monthly visitors and ranks #171,171 globally. The website has a bounce rate of 47% with visitors viewing an average of 2.9 pages per visit. Users spend an average of 1:45 on the site.
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