Charcoal is widely used for cooking (barbecue) in Brazilian homes. However, its marketing is done without previous survey of the real needs of consumers of this input. The Quality Function Deployment (QFD) is a method suggested for achieving quality by identifying the desires and demands of consumers. The present study aimed to evaluate the applicability of this method in the quality surveying of charcoal for cooking commercialized in the municipality of Piracicaba, Sao Paulo state. The results show that the characteristics related to the packaging of charcoal are among the most important features of the product presentation. From the point of view of the consumer, the QFD methodology was a useful tool for defining the best quality charcoal used for cooking food.