Grill'd — BrandWiki

Grill'd

Overview

Grill'd

type	Private with subsidiary and franchise locations
foundation	March 2, 2004
location	Melbourne, Victoria, Australia
locations	172
industry	Restaurant
products	Burgers Fried Chicken Chips Plant-based Alcoholic beverages Soft drinks
owner	Simon Crowe
num employees	4,500+
homepage	grilld.com.au

Grill'd is an Australian restaurant chain specialising in hamburgers, founded in 2004 by Simon Crowe in Hawthorn, Melbourne.[1][2] The company operates 172 locations across Australia and one international location in Seminyak, Bali, operating primarily as a company-owned business with some franchised locations.[3][4]

The chain markets itself as a healthier alternative to traditional fast food, using grass-fed and free range beef and lamb since 2010, and RSPCA-approved chicken since 2016.[5] Grill'd has expanded its menu to include plant-based alternatives and fried chicken products, while implementing community engagement programs such as its Local Matters initiative.[6]

Marketing

Special products

In March 2017, Grill'd launched a "Bunny Burger" with a rabbit patty to celebrate Easter and sold a vegan version of the burger in 2018.[23] The 2017 iteration caused controversy on Facebook.[24]

In April 2021, Grill'd partnered with streaming service Binge to launch season 10 of The Walking Dead with a limited-edition burger available in each state of Australia. The campaign was shortlisted in the Mumbrella CommsCon Awards for Best Use of Owned Media.[25]

In July 2023, Grill'd launched a burger with a pink bun alongside the release of the Barbie movie called the "Barbie Dreamburger."[26]

In February 2025, Grill'd launched a burger co-designed with Formula One driver Oscar Piastri.[27]

Partnerships and sponsorships

Grill'd has partnered with the Melbourne Storm NRL club since 2020.[28] To commemorate the partnership, Grill'd created a "Storm Burger" in 2021.[29] During the 2023 finals season, Grill'd released another iteration of the "Storm Burger" with a purple bun and a limited-time free offer at one of its Melbourne stores.[30]

Grill'd has also been a partner of the Melbourne Boomers since the 2020 season, with their General Manager, Christy Collier-Hill stating that the franchise was "[very] excited to welcome Grill'd as a team sponsor for WNBL Season 2020" and eager to start "a very healthy, long-term partnership."[31]

In 2022, Grill'd announced a four-year sponsorship of the Australian Institute of Sport. The 2022 Winter Olympics gold-medalist Jakara Anthony was chosen to be a Grill'd ambassador for the sponsorship.[32]

Community involvement

In 2011, Grill'd created the Local Matters[6] program, which supports local community groups through monthly donations.[37] Local community groups such as charities, school groups, and sporting teams in each restaurant's area apply to the store to take part, with three groups being selected monthly. Grill'd customers are given a bottle cap with each purchase, which is placed in a jar corresponding to each group. Whichever group receives the most caps at the end of the month receives $300, and the others receive $100.[38]

They also participated in the Polished Man Campaign in 2016, which raises funds for programs aimed at ending violence against children. People who took part in the campaign by polishing a fingernail were able to receive free burgers from the chain during the event.[39]

During the 2019–20 Australian bushfire disaster, Grill'd matched every ace Nick Kyrgios served in the 2020 Australian Open

Sustainability

In 2021, Grill'd partnered with nonprofit environmental organisation, Greenfleet, as part of the company's Tree Day Tuesday initiative.[41]

Grill'd was put as one of Australia's top 10 brands in the 2021 Forces of Good Report, and the number one brand in the food category for Corporate Social Responsibility, which analysed 190 brands.[42][43]

Grill'd has reportedly recycled over 660,000 litres of cooking oil to create biodiesel and has converted 62 of its restaurants to green power.[44]

Controversies

Partnerships and sponsorships

In June 2015, a franchise in Toowong selected Cherish Life to receive funds from the Local Matters program. Founder Simon Crowe apologised for the alleged mistake, stating that Grill'd is pro-choice.[45]

Working conditions and pay

Grill'd has faced criticism for its labour practices and wage disputes, including allegations of underpaying staff and misusing government apprenticeship programs.[7][8]

Underpayment

In July 2015, allegations arose that Kahlani Pyrah, a former employee of a franchise in Camberwell, had been removed from her position after beginning a wage case with the Fair Work Commission for being paid below minimum wage. Grill'd officially denied the allegations, claiming that her bullying of managers was the reason for the dismissal.[46] Pyrah launched a Federal Court case in a bid to get her job back.[47] An interim Federal Court ruling ordered Grill'd to reinstate her, allowing the wage case hearing to go ahead.[48] At the hearing, the Fair Work Commission forced the Grill'd Camberwell franchise to raise employee pay to the minimum wage. Jess Walsh of the hospitality union United Voice said that the ruling was an "enormous win" for Pyrah and Grill'd employees.[49] A planned dismissal hearing at the Federal Court was called off after Pyrah and Grill'd reached an out-of-court settlement.[50]

"Hamburger University" and trainee programs

In 2019, it was discovered that Grill'd was underpaying employees by exploiting traineeship loopholes, siphoning millions in wages each year.[7][51][52] The coverage also included allegations of serious food safety concerns at 1-in-10 company-owned Grill'd restaurants, franchises being mistreated by the company, and founder Simon Crowe falsifying signatures of his business partner on two liquor licenses.[7][53]

In 2022, it was revealed that Grill'd used $16.6 million (granted by the Australian Government's COVID-19 apprenticeship program) to make 2,800 employees a part of its "hamburger university" traineeship program, which the chain had used to underpay workers.[8]

Grill'd

History

Products

Burgers

Healthy Fried Chicken

Meat alternatives

Marketing

Special products

Partnerships and sponsorships

Community involvement

Sustainability

Controversies

Partnerships and sponsorships

Working conditions and pay

Underpayment

"Hamburger University" and trainee programs

Underpayment

"Hamburger University" and trainee programs

See also

External links

References