We are halfway through 2025, and the summer season is doing what summer seasons are supposed to do: proving whether the decisions made in the quieter months were the right ones. On the evidence so far, they were.
The gift set range launched in March 2025. Eight sets, from Starter Griller at £20 through to Live Fire Hosts at £200. We have had three months of data now, and the picture is clearer than we expected at this stage.
The Starter Griller Set is the single strongest conversion point for new visitors. Someone arrives, sees the range, does not know us yet, and the £20 entry point removes the decision barrier. They order. The product arrives. It is better than they expected — it always is. That customer then becomes someone who knows what Bison Hill makes. The gift set ladder was designed to do exactly this.
Father’s Day drove the strongest Personalised Gaucho numbers we have seen. Personalisation at £77 is not a casual purchase — it is intentional, considered, and specific. Customers who choose it are not browsing. They know what they want and they know who it is for. That is a very different buying behaviour from a first-time visitor, and it shows in how they interact with the site.
The Grill is fully booked through August. That is not a surprise at this point — 2024 finished with a full forward order book — but it confirms that the mobile kitchen operation is running at the ceiling of what a single team can deliver. We are not complaining. Forty-plus events a year in Surrey, Sussex, and Kent means the brand’s presence in the region is no longer digital-only. People encounter Bison Hill in the field, at real fires, with real food.
What June 2025 is showing us above everything else is that the product range finally feels complete. There are no obvious gaps — no price point where a customer cannot find the right thing, no use case we have not covered. That is a different feeling from 2023, when the range was still being assembled.
The multi-year customer
The most significant data point of this summer is one we could not have predicted in 2022: customers who bought the Gaucho Apron in our first year are now returning to buy Pitmaster Sets as gifts. They have used their own kit for three years. They know it works. Now they want to give the same quality to someone else.
That is a multi-year customer relationship — built not through loyalty programmes or email sequences, but through a product that did what it promised for three years and counting. It is the buy-once principle operating exactly as intended.
Summer is the proof-of-concept moment for everything we built. The fire is lit, the Grill is on the road, the range is complete. This is the season everything was designed for.
