Where Fire Brings People Together.

Grills. Fireplaces. Outdoor kitchens.

A family-owned showroom in Leland carrying premium grills, fireplaces, fire features, and custom outdoor kitchens — with expert design, professional installation, and support long after the sale.

5.0 rated15+ reviewsSee It Burning in the Showroom
Family-owned
Serving southeastern North Carolina
Homeowners, builders, contractors & designers
Consultation, installation & ongoing support

5.0★

Google rating

15+ reviews

6

Services offered

Local

Based in Leland

What we do

Capabilities

Grills, fireplaces, fire features, and custom outdoor kitchens — chosen with you, designed to fit the space, and installed by the people who sold them.

See every capability
01

Outdoor Kitchens

A great outdoor kitchen starts with how you plan to use it. We begin by learning how you cook, entertain, and spend time outdoors, then design the space around you — from cabinetry and countertops to grills, refrigeration, storage, and finishing details. With cabinetry from ProFit, Endura, Challenger Designs, and Stoll, we can create everything from a streamlined grill station to a complete outdoor kitchen.

02

Grills & Smokers

Premium gas, charcoal, and pellet grills, plus smokers, from manufacturers we know and stand behind.

03

Fireplaces

Indoor and outdoor gas and electric fireplaces — selection, design, and professional installation.

Right now

Planning an outdoor space?

Bring photos or measurements and we'll talk through what actually fits — layout, fuel, venting, and budget — before anything is ordered.

(910) 399-1262

The brands we carry

We curate the lines we install, service, and cook on ourselves — from outdoor kitchen cabinetry and premium grills to gas fireplaces and custom fire features.

Outdoor Kitchens

  • Challenger Designs
  • Endura
  • Gemini 3D Outdoor Kitchen Designer
  • ProFit Outdoor Living
  • Stoll Industries

Grills & Smokers

  • American Made Grill
  • Blaze
  • Coyote
  • Delta Heat
  • FireMagic
  • Napoleon
  • Primo Ceramic Grills
  • Recteq
  • TrueFlame
  • Twin Eagle

Fireplaces

  • Escea
  • ICC (Industrial Chimney Company)
  • Kozy Heat
  • Lexington Hearth
  • Napoleon
  • Stoll Industries

Fire Pits & Fire Features

  • HPC Fire
  • The Outdoor GreatRoom Company
  • Warming Trends

Appliances & Surfaces

  • Dekton Countertops
  • Marvel
  • Zephyr

Rubs, Sauces & Accessories

  • Butcher BBQ
  • Cackalacky
  • Fire & Smoke BBQ Company
  • Fogo
  • Heath Riles BBQ
  • Lane's
  • LumberJack
  • Meat Church BBQ
  • Still There Shine Sauce & Rubs
  • ThermoWorks
  • Urban Slicer Pizza Worx
  • Dizzy Pig
  • Baby Out Sauce

The people

Names customers ask for

J&

Jeff & Lisa Jones

Owners

Jeff & Lisa Jones are wonderful owners who offer outstanding service along with the finest offerings in outdoor grills and kitchens.

Mark Powers

How it works

What to expect

01

Talk it through

Tell us how you cook, how you entertain, and what you need your space to do. We'll listen first, then help you find the right solution. Honest, knowledgeable advice always comes before a product recommendation.

02

See it designed

For outdoor kitchens, we use the Gemini 3D Outdoor Kitchen Designer to bring your ideas to life, allowing you to see the layout, cabinetry, appliances, and overall design before anything is ordered.

03

Professional installation

Our team handles the installation from start to finish — including gas connections, venting, clearances, and finishing details — so every part of the project is properly coordinated and professionally completed.

04

Support after the sale

Our service doesn't end when the installation is complete. We're here for ongoing support, questions, and service whenever you need us — because taking care of our customers is part of what we do.

First time here?

Why customers keep coming back.

  1. 1

    See the difference in person. Our showroom features grills, fireplaces, and fire features on display so you can experience the quality firsthand. See the burners, watch the flames, compare finishes, and feel the build quality before deciding what's right for your home.

  2. 2

    We sell what we know. Every grill line we carry is one we've installed, serviced, and cooked on ourselves. That firsthand experience allows us to give you straightforward advice and help you choose the right grill for the way you cook.

  3. 3

    From design and product selection through professional installation, we manage the details together so your project stays coordinated from start to finish. And our relationship doesn't end when the installation is complete — we're here for ongoing service and support whenever you need us.

  4. 4

    5-star-rated on Google and built on referrals, repeat customers, and word of mouth.

Why What the Grill & Fireplace

Why customers keep coming back.

01

You can see it running

Grills, fireplaces, and fire features are set up in the showroom, not printed in a catalog. You see the burner, the flame, the build quality, and the finish in person before you commit to anything.

02

Curated, not stocked wide

We carry the lines we install, service, and cook on ourselves. That means fewer brands on the floor and a straight answer when you ask which one is actually better for what you are doing.

03

The same people all the way through

Design, product selection, and installation are handled together, so nothing gets lost between the sale and the install. Support continues after the project is finished.

04

Homeowners, builders, and designers

5.0 stars across 15+ Google reviews.

From real customers

Real Google reviews

5.0 stars · 15+ reviews

Jeff, owner of What the Grill, did a nice job of consulting with us to help us design our outdoor kitchen. We are extremely pleased with the outcome. So far, I’ve cooked appetizers before dinner (we ate dinner out with friends) and this morning I cooked breakfast outside. The Primo ceramic grill is wonderful.

Robin Cochran
Verified Google review

Highly recommend!!! We had fantastic experiences with What the Grill. We purchased a new built in grill and a new firepit insert from them and Jeff installed both in a timely, professional manner. He is very knowledgeable, responsive, accommodating and answers questions thoroughly. He came back several times after the install to adjust the firepit…

DORIS CONNELL
Verified Google review

What the Grill has a great location and excellent showroom to display the different grillers options and budget. Jeff came out to our home and reviewed the current grill that we had and came up with a great new design. His knowledge and expertise of the grill market was outstanding. Very dependable and great service after the sell, Jeff kept us inf…

Eddie Brewer
Verified Google review

Great place to shop for Grills, Rubs, etc. Jeff is very knowledge and helpful. They will also assemble and deliver for a nominal fee! We Love the Napoleon grill and accessories we bought from there. Will definitely be returning to the store for all my grilling needs.

Chris Kastl
Verified Google review

What the grill fits all my family’s outdoor cooking needs. The choice of spices to enhance my food is second to none! Jeff & Lisa Jones are wonderful owners who offer outstanding service along with the finest offerings in outdoor grills and kitchens. I highly recommend them!

Mark Powers
Verified Google review
What the Grill & Fireplace

Who we are

About What the Grill & Fireplace

At What the Grill & Fireplace, we believe the best moments in life happen when people come together. Whether it's sharing a meal around the grill, gathering beside a warm fireplace, or relaxing with family and friends in a beautifully designed outdoor living space, these experiences create memories that last a lifetime.

As a family-owned business, we've built our reputation on honest advice, quality products, and exceptional customer service. We understand that every home is unique, and every project deserves thoughtful planning, expert guidance, and skilled craftsmanship. That's why we take the time to help our customers select the right products and solutions to fit their lifestyle, budget, and vision.

From premium gas, charcoal, and pellet grills to custom outdoor kitchens, fireplaces, fire features, smokers, and outdoor heating solutions, we carefully curate products from trusted manufacturers known for their quality, performance, and innovation.

Our work extends far beyond the sale. We provide expert consultation, professional installation, and ongoing support to ensure every project is completed with the highest level of care and attention to detail. Whether it's a simple grill upgrade or a fully customized outdoor living environment, we approach every project with the same commitment to excellence.

Drop in

Hours & Location

Hours

  • MondayClosed
  • Tuesday10:00 AM - 5:00 PM
  • Wednesday10:00 AM - 5:00 PM
  • Thursday10:00 AM - 5:00 PM
  • Friday10:00 AM - 5:00 PM
  • Saturday10:00 AM - 3:00 PM
  • SundayTodayClosed

Find us

1026 Appleton Way NE, Unit 110, Leland, NC 28451

Open in Google Maps

Come see it burning.

Photos only go so far. Stop by the Leland showroom to see the grills, fireplaces, and fire features running, and talk through what fits your space and budget.