Grill'd
Corporate brand
UnclaimedAn Australian burger restaurant chain positioned around fresh ingredients, better-for-you fast food, and community participation.
Last updated November 4, 2026
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Overview
Grill'd is an Australian hamburger restaurant chain founded in 2004 by Simon Crowe in Hawthorn, Melbourne. The brand developed around the idea that burgers could be presented as a fresher and comparatively healthier alternative to conventional fast food. Its menu has traditionally emphasized grilled burgers, salads, chips, low-carbohydrate options, and ingredient claims relating to sourcing and animal welfare. The chain has also added vegetarian, vegan, plant-based, and fried-chicken products as consumer preferences and the quick-service restaurant market have evolved. Grill'd grew from a Melbourne restaurant concept into a national Australian chain, operating predominantly through company-owned restaurants while also having some franchised locations. Reference material describes approximately 172 Australian locations and one international site in Seminyak, Bali. The Bali restaurant, opened in December 2019, represented the brand's first overseas location. In Australia, the company has experimented with different formats, including a halal-certified restaurant in Blacktown, New South Wales, and drive-through restaurants in Mount Ommaney, Queensland, and Chadstone, Victoria. Ingredient and sourcing propositions have been central to Grill'd's identity. Since 2010, the company has stated that its beef and lamb are grass-fed and free range, while its chicken has been described as RSPCA approved since 2016. The chain has broadened its offering beyond beef and lamb through products such as the Impossible Burger, mushroom-based patties developed with Fable, vegetarian and vegan burgers, and a Healthy Fried Chicken range. It has also used limited-time products and entertainment or sports partnerships to create distinctive menu items, including collaborations associated with The Walking Dead, Barbie, the Melbourne Storm, Ash Barty, and Formula One driver Oscar Piastri. Community activity is another visible part of the brand. Its Local Matters program allows participating restaurants to support nearby charities, schools, and sporting groups through customer voting and monthly grants. Grill'd has also supported campaigns concerning violence against children, bushfire relief, environmental restoration, youth sport, and athletes. Sustainability initiatives have included tree-planting promotions, partnerships with Greenfleet, recycling cooking oil into biodiesel, and the use of renewable electricity at some restaurants. The company has nevertheless faced significant criticism. In 2015, a dispute involving a former franchise employee reached the Federal Court and Fair Work Commission after allegations of underpayment and retaliatory dismissal. Later reporting alleged that Grill'd used traineeship structures, sometimes described as its Hamburger University program, to reduce wages, with further claims concerning food safety, franchise relations, and apprenticeship funding. In 2022, reporting stated that the company had used approximately A$16.6 million in government COVID-19 apprenticeship funding in connection with a program involving about 2,800 employees. Employees and United Workers Union members staged industrial action in 2024 over alleged pressure to enter the program. Grill'd has also experienced reputational disputes over community funding, advertising, and environmental claims. A 2015 Local Matters selection of the anti-abortion group Cherish Life prompted criticism and an apology from Simon Crowe. In 2017, a rabbit-patty Easter burger generated social-media controversy. Reference material further reports that, in June 2026, the Australian Competition and Consumer Commission commenced proceedings alleging that Grill'd's Tree Tuesday promotion overstated or inadequately disclosed the circumstances in which donations would be made. The same material reports criticism in 2026 of sexualized advertising, which the company subsequently withdrew in one form. These issues have placed tension between Grill'd's ethical, community-oriented positioning and scrutiny of its employment, marketing, and donation practices.
History
Grill'd was established in 2004 by Simon Crowe in Hawthorn, Melbourne. Crowe's concept was influenced by an experience of service culture in Milwaukee while he was working for Foster's. From the outset, the chain sought to distinguish itself from mainstream fast food through grilled burgers, a restaurant presentation, and claims focused on freshness and nutrition. The business expanded through Australia while remaining primarily company operated, with some franchised restaurants. Its product proposition increasingly incorporated sourcing and welfare claims. From 2010, Grill'd stated that all beef and lamb used in its restaurants were grass-fed and free range. From 2016, it stated that its chicken was RSPCA approved. These claims became part of the brand's broader attempt to occupy a premium or health-conscious position within the burger market. Grill'd created its Local Matters program in 2011. Under the program, participating restaurants nominate local community groups, and customers distribute voting tokens among selected charities, schools, and sporting organizations. Monthly payments are made to the groups according to the customer vote. The program became one of the chain's most recognizable community initiatives, although a 2015 selection of Cherish Life by a Toowong franchise prompted criticism. Crowe apologized and said the company supported abortion rights. The menu continued to diversify. In 2017, a limited Easter burger using rabbit meat caused online controversy; a vegan version followed in 2018. In April 2019, Grill'd staged a 24 Hour Meat Cheat event to promote Beyond Meat products, offering meat-free menu items including Vegan Garden Goodness and Beyond Simply Grill'd. In December 2019, the company opened its first overseas restaurant in Seminyak, Bali. Grill'd introduced Healthy Fried Chicken in 2020 with HFC Bites. The range expanded in 2021 to include HFC Burgers, and the company publicized a recipe framed as a more transparent alternative to conventional fried chicken. In November 2021, the chain began selling the Impossible Burger. Further plant-based products were developed with Fable and Heston Blumenthal. Community and promotional activity continued through partnerships. In 2021, Grill'd worked with Binge on a limited-edition burger connected with The Walking Dead. Its sports relationships included the Melbourne Storm and Melbourne Boomers, while a four-year Australian Institute of Sport sponsorship was announced in 2022. The company also supported environmental initiatives, including Tree Day Tuesday with Greenfleet, cooking-oil recycling, and conversion of some restaurants to green electricity. The chain expanded its formats and audience during the 2020s. A halal-certified restaurant opened in Blacktown in May 2023. Later information indicated that halal meat, excluding bacon, was made available across the chain, although individual restaurants were not necessarily certified because preparation practices could differ. Grill'd opened its first drive-through in Mount Ommaney in June 2023 and a second in Chadstone in August 2024. The brand also released highly visible limited-time products, including the Barbie Dreamburger in 2023, a collaboration with Ash Barty in 2024, and a burger co-designed with Oscar Piastri in 2025. Employment practices have been a recurring source of controversy. In 2015, former Camberwell franchise employee Kahlani Pyrah alleged that she had been underpaid and dismissed after pursuing a wage claim. An interim Federal Court ruling allowed her to return while the dispute proceeded, and the Fair Work Commission required the franchise to raise pay to minimum-wage levels. The broader dismissal dispute later ended in an out-of-court settlement. In 2019, reporting alleged that Grill'd had exploited traineeship arrangements to reduce labour costs and raised additional concerns about food safety and franchise treatment. In 2022, reporting stated that the company had applied A$16.6 million in government COVID-19 apprenticeship support to a program involving around 2,800 workers, which critics said enabled underpayment. Industrial conflict continued into 2024, when employees and union members staged a strike in Melbourne. The brand's ethical positioning has also been tested by advertising and environmental disputes. In June 2026, the ACCC reportedly sued Grill'd over allegations that its Tree Tuesday campaign misrepresented the proportion of qualifying purchases that generated donations. Reference material also reports employee criticism of a sexualized 2026 advertisement, which was withdrawn in one version. These matters remain relevant to the assessment of Grill'd's claims about community benefit, sustainability, and responsible business conduct.
- 2024
Second drive-through and industrial dispute
[1]A second drive-through opened in Chadstone, while Melbourne employees and union members took industrial action over trainee arrangements.
- 2023
Halal-certified and drive-through formats expanded
[1]Grill'd opened a halal-certified Blacktown restaurant and its first drive-through site in Mount Ommaney.
- 2021
Impossible Burger added
[1]The chain began offering the Impossible Burger and expanded its Healthy Fried Chicken range.
- 2020
Healthy Fried Chicken launched
[1]Grill'd added HFC Bites, creating a new fried-chicken category within the brand.
- 2019
Beyond Meat promotion and first overseas restaurant
[1]The chain promoted meat-free products through its 24 Hour Meat Cheat and opened its first international restaurant in Bali.
- 2016
RSPCA-approved chicken sourcing adopted
[1]Grill'd stated that its chicken supply became RSPCA approved.
- 2011
Local Matters launched
[1]The company introduced its customer-voting and monthly donation program for local community groups.
- 2010
Grass-fed and free-range beef and lamb introduced as a sourcing standard
[1]Grill'd began stating that its beef and lamb were grass-fed and free range.
- 2004
Grill'd founded in Melbourne
[1]Simon Crowe founded Grill'd in Hawthorn, Melbourne, establishing the chain's grilled-burger and health-oriented positioning.
Products and positioning
Health-oriented quick-service burgers using fresh, grilled, and responsibly sourced ingredients, combined with local community engagement.
Burgers · 2004
Core burger range
The core menu consists of grilled burgers using beef, lamb, chicken, and other fillings. Grill'd has offered permanent, seasonal, slider, low-carbohydrate, vegetarian, and vegan variants, with the range designed to support its fresher and health-oriented positioning.
Plant-based burger · 2021
Impossible Burger
Introduced in 2021, the Impossible Burger extended Grill'd's meat-free proposition through a plant-based patty. It complemented the chain's existing vegetarian and vegan options and reflected the broader expansion of alternative proteins in quick-service restaurants.
Fried chicken · 2020
Healthy Fried Chicken
Healthy Fried Chicken began with HFC Bites in 2020 and later expanded to HFC Burgers and larger HFC Tenders. The range was marketed as a Grill'd interpretation of fried chicken and was described as gluten free across its bites, tenders, and burgers.
Grocery products · 2025
Retail burger patties and sauces
Reference material reports a retail range of Grill'd burger patties launched in Coles supermarkets in 2025, followed by an expanded sauce range in 2026.
Controversies
2026
Alleged Tree Tuesday donation misrepresentation
The ACCC reportedly commenced proceedings alleging that Grill'd misled consumers about the share of sales qualifying for tree-planting donations under Tree Tuesday between January 2021 and April 2024.
2022
Hamburger University funding and underpayment controversy
Reporting stated that Grill'd used approximately A$16.6 million in government COVID-19 apprenticeship funding in a traineeship program involving about 2,800 employees. Critics argued that the program enabled lower trainee wages.
2019
Traineeship, food-safety, and franchise allegations
Reporting alleged that Grill'd used traineeship loopholes to reduce wages and raised claims about food safety at some company-owned restaurants, franchise treatment, and alleged falsification of signatures on liquor licences. The allegations were part of broader scrutiny of the chain's employment model.
2017
Rabbit Easter burger controversy
A limited Easter burger made with rabbit meat generated social-media criticism. Grill'd later offered a vegan version.
2015
Camberwell wage and dismissal dispute
Former employee Kahlani Pyrah alleged underpayment and argued that she had been removed after pursuing a wage claim. An interim ruling supported her reinstatement while the wage matter proceeded, and the franchise was required to raise pay to minimum-wage levels. The dismissal dispute later ended through an out-of-court settlement.
2015
Cherish Life Local Matters selection
A Toowong franchise selected Cherish Life for Local Matters funding, prompting criticism. Simon Crowe apologized and stated that Grill'd was pro-choice.
Marketing campaigns
- 2024Ash Barty Foundation collaboration
Australia
Grill'd collaborated with former tennis player Ash Barty and announced a donation to her foundation to support young tennis players.
Outcome. The partnership connected the brand with youth sport and community development.
- 2023Barbie Dreamburger
Australia
Grill'd introduced a burger with a pink bun in connection with the release of the Barbie film.
Outcome. The limited-time product used entertainment marketing to generate attention for the chain.
- 2021The Walking Dead limited-edition burger
Australia
Grill'd worked with streaming service Binge on state-specific limited-edition burgers connected with the tenth season of The Walking Dead.
Outcome. The campaign was shortlisted for a Mumbrella CommsCon award for Best Use of Owned Media.
- 2021Tree Day Tuesday
Australia
The environmental promotion was associated with a stated contribution toward tree planting for qualifying Tuesday burger purchases and was linked to Grill'd's Greenfleet partnership.
Outcome. The promotion later became the subject of Australian Competition and Consumer Commission proceedings alleging that its qualifying conditions were not adequately communicated.
- 2020Bushfire relief and Australian Open ace donation
Australia
Grill'd pledged $200 for each ace served by Nick Kyrgios at the 2020 Australian Open and separately donated based on qualifying Relish Member purchases and sign-ups.
Outcome. The combined activity was reported as raising A$20,000 through the ace pledge and A$236,302 through the membership-linked donation.
- 201924 Hour Meat Cheat
Australia
Grill'd served only meat-free items for a day to promote Beyond Meat products, including Vegan Garden Goodness and Beyond Simply Grill'd.
Outcome. The event supported the launch of the chain's expanded alternative-protein offering.
- 2016Polished Man
Australia
Grill'd participated in a campaign raising funds for programs intended to help end violence against children. Participants who painted one fingernail could receive a free burger during the promotion.
Outcome. The campaign linked a customer incentive with fundraising and awareness activity.
- 2011Local Matters
Australia
Customers receive a token with purchases and allocate it to one of three locally selected groups. Monthly grants are distributed according to the number of tokens received.
Outcome. The program became a continuing community-engagement platform, although some recipient selections later attracted criticism.
Brand decisions
2024
Response to traineeship-related industrial conflictStrategyBackground
Employees and United Workers Union members alleged that the company was using traineeship structures to reduce wages.
Action taken
Workers at a Melbourne location went on strike and publicly challenged the employment model.
Aftermath
The dispute added to continuing scrutiny of Grill'd's labour practices and apprenticeship arrangements.
2023
Expansion of halal and drive-through formatsStrategyBackground
The chain pursued broader customer access and new restaurant formats.
Action taken
Grill'd opened a halal-certified Blacktown restaurant and launched drive-through locations in Queensland and Victoria.
Aftermath
Halal meat became available more broadly, although not every restaurant was represented as restaurant-level halal certified.
2020
Entry into fried chickenProduct launchBackground
Grill'd sought to diversify beyond burgers while presenting a differentiated response to established fried-chicken chains.
Action taken
The company launched Healthy Fried Chicken Bites and later expanded the range into burgers and tenders.
Aftermath
Healthy Fried Chicken became a significant secondary product platform.
2019
Launch of Beyond Meat menu itemsProduct launchBackground
Demand for vegetarian and vegan fast food was increasing, while Grill'd sought to reinforce its health-conscious positioning.
Action taken
The company staged the 24 Hour Meat Cheat and added Beyond Meat-based burgers.
Aftermath
The event broadened the chain's plant-based offer and supported subsequent alternative-protein development.
Recent events
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