diff --git a/diskimage_builder/elements/bootloader/README.rst b/diskimage_builder/elements/bootloader/README.rst
index 306410de..a5b34367 100644
--- a/diskimage_builder/elements/bootloader/README.rst
+++ b/diskimage_builder/elements/bootloader/README.rst
@@ -10,6 +10,11 @@ Arguments
 * ``DIB_GRUB_TIMEOUT`` sets the ``grub`` menu timeout.  It defaults to
   5 seconds.  Set this to 0 (no timeout) for fast boot times.
 
+* ``DIB_GRUB_TIMEOUT_STYLE`` sets the visibility of the ``grub`` menu.
+  It defaults to ``hidden`` (or ``countdown`` as an alias). Set this to
+  ``menu`` to display the menu and then wait for the timeout set by
+  ``DIB_GRUB_TIMEOUT`` to expire before booting the default entry.
+
 * ``DIB_BOOTLOADER_DEFAULT_CMDLINE`` sets parameters that are appended
   to the ``GRUB_CMDLINE_LINUX_DEFAULT`` values in ``grub.cfg``
   configuration. It defaults to ``nofb nomodeset gfxpayload=text``.
diff --git a/diskimage_builder/elements/bootloader/finalise.d/50-bootloader b/diskimage_builder/elements/bootloader/finalise.d/50-bootloader
index d4bad0e5..21d84f2a 100755
--- a/diskimage_builder/elements/bootloader/finalise.d/50-bootloader
+++ b/diskimage_builder/elements/bootloader/finalise.d/50-bootloader
@@ -85,6 +85,7 @@ fi
 echo "GRUB_DEVICE=LABEL=${DIB_ROOT_LABEL}" >> /etc/default/grub
 echo 'GRUB_DISABLE_LINUX_UUID=true' >> /etc/default/grub
 echo "GRUB_TIMEOUT=${DIB_GRUB_TIMEOUT:-5}" >>/etc/default/grub
+echo "GRUB_TIMEOUT_STYLE=${DIB_GRUB_TIMEOUT_STYLE:-hidden}" >>/etc/default/grub
 echo 'GRUB_TERMINAL="serial console"' >>/etc/default/grub
 echo 'GRUB_GFXPAYLOAD_LINUX=auto' >>/etc/default/grub
 
diff --git a/releasenotes/notes/grub-timeout-style-4bb9b2bde4ff2b02.yaml b/releasenotes/notes/grub-timeout-style-4bb9b2bde4ff2b02.yaml
new file mode 100644
index 00000000..81f31921
--- /dev/null
+++ b/releasenotes/notes/grub-timeout-style-4bb9b2bde4ff2b02.yaml
@@ -0,0 +1,7 @@
+---
+features:
+  - |
+    The ``bootloader`` element will explicitly set the timeout style to
+    ``hidden`` to hide the menu. Set ``DIB_GRUB_TIMEOUT_STYLE`` to ``menu``
+    to display the menu and then wait for the timeout expire before booting
+    the default entry.