Wednesday, May 5, 2010

On reviewing and marketing Guy Fieri's knives

Ergo Chef, in conjunction with Guy Fieri, released the "Knuckle Sandwich" line of chef's knives in August, 2009. Since that time, the knives have been reviewed dozens of times, always (and I mean always) with positive comments. Honestly, I've read every review posted online (yes, I have no life, tyvm).

The Food in my Beard wrote, perhaps, the most grudgingly positive review to date, saying,
"Well, I wanted to bash them, I really did, but other than the look (and the name), these knives are great. Let me reiterate, I really HATE the way they look. But yea, other than that, they work perfectly. ...GET THIS: my mom actually LIKES the way they look! She says: 'All knives look the same and are so boring, these have some style.'"
The red & black handles, with star and Patriots / Texans swirl designs and the blades with "Guy Fieri Knuckle Sandwich" logo and series of flames, are subjectively decorative. Have I seen any other professional-quality knives with anything other than black handles and imageless blades? No. Have you? wrote the most recent review, singing the praises of the 5 1/2-inch "Dragon Dagger" utility knife and 8-inch "Big Stick" chef's knife to easily and effectively trim a perfect heart of beef tenderloin.

To date, the knives have been sold through various online outlets and kitchen supply websites. Guy Fieri and Ergo Chef want to know in which retail stores should they market their knives?

From -
We just got off the phone with Guy and he asked us to let you know he’s looking for your feedback on the stores where you’d like to see the Knuckle Sandwich knives. (We have two available now, and another two that you can pre-order now. Stay tuned for the official announcement on the release of the final pieces to the Knuckle Sandwich Series later this year.)

Until now we’ve been selling the knives directly through our site, but now it’s time to get them into the stores near you. If you have 20 seconds, please just head over to his site for the one-question survey. Seriously, 20 seconds.

So yes readers, by all means go answer the one-questions survey. However according to my own personal statistics adviser, an online survey will miss a huge mass of the population - namely, those people who might be interested in purchasing the knives who do NOT use the internet.

And after all, isn't that the point of placing the knives in stores? To reach a market of people who do not shop online. So! Here are my suggestions:

1. The knives are VERY WELL priced - the "Big Stick" sells for $76 at ErgoChef. Consumers will truly get the best bang for their buck with these knives. On the other hand, they aren't cheap either.

Target prices Giada's chef knife at $18 to J.A. Henckels 2-knife set for $66. I think Guy's knives would just sit there. Macy's, on the other hand, sells the mid- to higher-end quality knives, with Tyler Florence's priced at $40 to Zwilling J.A. Henckels at $163. Nice fit for Ergo, I should think. So if I were in charge of marketing, I'd stay away from the Targets, Shopkos and WalMarts and instead hit the mid- to higher-end department stores ubiquitously end-capping America's malls.

2. There's no denying (in spite of Food in my Beard's mother), that the Knuckle Sandwich knife designs will appeal to men. Where do men shop?

Cabela's! The pricing fits, and it's a men's shopping mecca. Moreover, the edge guard that comes with every Knuckle Sandwich knife is perfect for traveling, camping, etc., perfect for the consumer who cooks on-the-go. So if I were in charge of marketing, I'd hit outfitter and sporting supply stores.

Where else do men shop? Home Depot. They currently do not sell any cutlery (that I'm aware of), so placing these knives at the Home Depot would be opening a whole new category. Coup! (That's a little play on words. Couper Diem!) Lowe's, on the other hand, already sells knife sets priced from $32 to $119. It would be a nice fit also.

Of course, the Food Network already enjoys a healthy relationship with Kohl's and Sur La Table - both good choices for the Guy Fieri Knuckle Sandwich Ergo knives.

Ok, that's enough advice from me. For fun, here's a darling video from Kristina Vanni of, featuring Guy's knives and a recipe for a Guy Fieri "Minute to Win It" juice smoothie (recipe).

"Fans of Guy Fieri" is pleased to be able to offer our readers a 10% discount on ALL Ergo Chef cutlery, the introductory two "Knuckle Sandwich" knives (the Chef knife and Utility knife), as well as any other Ergo Chef products, excluding sale items, laser etching and sharpening services.

Visit to see Ergo Chef's complete line of products and go shopping! Use the discount code FIERI10 for a 10% discount, valid Monday, May 31 at 12:00 a.m. through Saturday, June 5, 2010 at 11:59 p.m. EST.

Related Posts:
Guy Fieri found the Next Pork Personality
Have knives will travel
Ergo Chef Knives: the Guy Fieri line

more on Shop Guy Fieri


Cathi said...

Great price for quality knives. love the edge guard too. And Cabela's is brilliant! If my boyfriend saw them there, he'd buy them in a heartbeat, then I wouldn't have to buy them for him for his birthday! lol

Great review.

Luther said...

yeah, I've read that patriots texans thing. i don't get it. the knifes are red and black. not blue. anyways, if they sell these knives at cabelas, theyll want to include a boning knife and a cleaver. will guy make those too?
guy, you rock!

Guy Fieri Knives Lover said...

These are some of the best chef knives on the market. Thanks for the great review!