Summer Grilling + Brat Shop = The Best Summer Ever
Summer grilling season is upon us which, according to the majority of Americans (66%), is the best time of the year. In fact, in a recent Talker Research survey, Americans say they plan to attend five barbecues this summer and host four, on average. And at each of those cookouts, Brat Shop – available exclusively at SpartanNash-operated stores – offers everything you need from fresh, fun and unique flavors of brats to the most popular sides, drinks and toppings.
The Talker survey also looked at grilling flavor preferences and found that most people (77%) like to try new flavors when grilling or attending a cookout – with the top flavors being barbecue (61%) garlic (34%), a generally smoky flavor (30%), teriyaki (25%), honey (25%) and brown sugar (24%).
Over a quarter (27%) of Americans in the Talker survey also confessed that no matter what season it is, they’re always looking forward to next year’s summer barbecue season. So, whether you’re hosting a backyard cookout, tailgating with friends, or simply craving the taste of summer, Brat Shop has what you need for the best summer ever.
The summer grilling experience
A recent survey conducted by Talker Research on behalf of SpartanNash revealed key insights into Americans’ summer grilling habits and preferences:
More tasty statistics:
- Summer Grilling Season: Two-thirds of Americans (66%) said summer grilling season is their favorite time of year, with Gen Z respondents saying more than any other generation that summer isn’t complete without a barbecue.
- Barbecue Attendance: Americans plan to attend five barbecues this summer and host four, on average.
- Cookout Guests: The perfect cookout has 11 guests on average, and 64% believe it’s a sin to show up without bringing something to share.
- Favorite Grill Staples: Hamburgers (77%), hot dogs (65%), chicken (55%), steak (54%), ribs (46%), and bratwurst (25%).
- Flavor Preferences: 77% like to try new flavors, with barbecue (61%), garlic (34%), smoky (30%), teriyaki (25%), honey (25%), and brown sugar (24%) being favorites.
- Brat Consumption: 43% of all survey respondents eat brats at least once per month.
- Regionality: In the Midwest—where SpartanNash operates nearly 200 retail grocery stores—42% of survey takers said they enjoy eating brats at a barbeque, and 50% eat at least one brat per month.
- Brat Toppings: Only one in 10 Americans eats brats plain, with mustard (55%) remaining the top condiment of choice, followed by onions (44%).
- Popular Cookout Sides: Potato salad (60%), corn on the cob (54%), baked beans (53%), and watermelon (48%).
- Generational Preferences: Younger consumers are increasingly reaching for ketchup, cheese and spicy peppers, with more traditional toppings like sauerkraut falling out of favor. Side dishes also reflect generational tastes: while 70% of Baby Boomers prefer potato salad, more than half of Millennials and Gen Z favor mac and cheese.
- Favorite Barbecue Beverages: Soda (58%) and iced tea (47%).
- Best Brat Cooking Methods: On a grill (52%), over an open fire (13%), and in a smoker (11%).
- Grill Master Roles: 20% prefer to be the “grill master,” 22% the “sides supervisor,” 12% the “sweets specialist,” and 12% the “cooler captain.”
- Grilling Experience: Most grill masters (61%) have been grilling for over 20 years, and 45% grill at least once a week.
Find my local Brat Shop
Get a taste of summer before anyone else – find a store near you!
Brat Fest
While the flavors of Brat Shop are inspired by bold, new tastes and consumer preferences, the inspiration behind Brat Shop started all the way back in 1983.
Known as the “World’s Largest Brat Fest,” Brat Fest began as a modest customer appreciation event organized by Tom Metcalfe and his wife, Margaret, in Madison, Wis. Initially, it was a small brat fry held in the parking lot of their family-owned grocery store, Metcalfe’s Sentry, with just a table, three chairs, and a Weber grill. The event quickly gained popularity, and as demand grew, the Metcalfes decided to donate the proceeds to local charities, turning it into a community fundraiser.
Over the years, Brat Fest expanded significantly. By 1999, it had sold 35,000 brats, prompting the Metcalfes to declare it the “World’s Largest Brat Fest.” In 2005, the festival moved to Willow Island at the Alliant Energy Center to accommodate the growing crowds. The event features not only bratwursts but also live music, family-friendly activities, and volunteer participation from local celebrities and politicians.
Brat Fest has become a cherished tradition in Madison, held annually over Memorial Day weekend. It has raised millions of dollars for local charities and set world records for brat consumption, with 209,376 brats sold in 2010. Now, 42 years later, Brat Fest continues to be a symbol of community spirit and Wisconsin heritage.