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Grill'd

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Grill'd
Company typePrivate with subsidiary and franchise locations
IndustryRestaurant Franchising
Founded2 March 2004; 21 years ago (2004-03-02)
HeadquartersMelbourne,
Victoria
,
Australia
Number of locations
150+
Products
OwnerSimon Crowe
Number of employees
4,500+
Websitegrilld.com.au

Grill'd is an Australian-owned burger chain, founded in 2004 in Hawthorn, Melbourne.[1] The company has 172 locations across Australia and one outlet in Seminyak, Bali, Indonesia.[2][3]

Grill'd has faced criticism for its labor practices and wage disputes, including allegations of underpaying staff and misusing government apprenticeship programs.[4][5][6]

History

[edit]

Simon Crowe founded Grill'd in 2004.[7] He planned to provide quality food and replicate the "engaging service ethic" he saw in Milwaukee, United States while working for the brewing company Foster's.[8]

Since 2010, all of the company's beef and lamb have been grass-fed and free-range, and in 2016 their chicken became RSPCA Approved.[9] In November 2021, Grill'd began serving Impossible Burgers.[10]

In 2019, Grill'd opened its first international restaurant, in Seminyak, Bali, Indonesia.[3]

In May 2023, Grill'd opened a halal-certified restaurant in Blacktown, New South Wales. The restaurant served meat sourced from halal-certified suppliers, removed bacon from products, and did not serve alcohol.[11] As of May 2024, the Blacktown Grill'd is no longer halal. The company now provides halal meat (excluding bacon) to all franchises without restaurant-level certification.[12]

In June 2023, Grill'd opened its first drive-through restaurant in Mount Ommaney, Queensland.[13] Since then, in August 2024,[14] a second drive-through restaurant was opened in Chadstone, Victoria.[15]

Charity

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In 2011, Grill'd created the Local Matters program, which supports local community groups through monthly donations.[16][17]

Grill'd participated in the Polished Man Campaign in 2016.[18]

The restaurant in Seminyak, Bali extended the company's Local Matters program internationally, supporting Seminyak's local community groups by sharing Rp2,500,000 (equivalent to approximately AU$260 in December 2019)[19] with three local groups each month.[citation needed]

During the 2019–20 Australian bushfire season, Grill'd matched every ace Nick Kyrgios served in the 2020 Australian Open with a $200 donation to bushfire relief.[20] In February 2020, Grill'd donated $2 for every burger a Relish Member bought, and another $2 for every new member signed up, raising a total of $236,302.[citation needed]

Products

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Healthy Fried Chicken

[edit]

In 2020, Grill'd launched "Healthy Fried Chicken" with HFC Bites in a campaign targeted at fast food chain KFC, offering all KFC employees free HFC Bites when they visit a Grill'd store in their uniform. Following this release, in 2021 Grill'd expanded its fried chicken line with HFC Burgers and publicly released its "No Secrets" recipe for their Healthy Fried Chicken.[21]

Vegan foods

[edit]

On April 15, 2019, Grill'd hosted the "24 Hour Meat Cheat", serving only meat-free options to launch the Beyond Meat Burgers into their menu.

In July 2021, Grill'd, in collaboration with the company Fable and British chef Heston Blumenthal, created three new plant-based burgers with patties from mushroom-based protein.[22]

Preservatives

[edit]

Despite claiming their burgers to be preservative free[23] as of January 2025 their menu states that their bacon contains sodium nitrite.[24][25]

Marketing

[edit]

In March 2017, Grill'd launched the "Bunny Burger" with a rabbit patty to celebrate Easter and sold a vegan version of the burger in 2018.[26] The 2017 iteration caused controversy on Facebook.[27]

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.[28]

In July 2023, Grill'd launched a burger with a pink bun alongside the release of the Barbie movie called the "Barbie Dreamburger."[29]

In January 2024, Grill'd collaborated with former tennis player Ash Barty, Grill'd stated that they would donate $100 thousand to the Ash Barty Foundation to help young tennis players.[30]

In February 2025, Grill'd launched a burger co-designed with Formula One driver Oscar Piastri.[31]

Partnerships & sponsorships

Grill'd has partnered with the Melbourne Storm NRL club since 2020.[32] In commemoration of the partnership, Grill'd created a "Storm Burger" in 2021.[33] 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 their Melbourne stores.[34]

Grill'd has been a partner of the Melbourne Boomers since the 2020 season. Boomers General Manager, Christy Collier-Hill said "we're so excited to welcome Grill'd as a team sponsor for WNBL Season 2020 and we are looking forward to a very healthy, long-term partnership.[35]

In 2022, Grill'd announced a four-year sponsorship of the Australian Institute of Sport. The 2020 Winter Olympics gold-medalist Jakara Anthony was chosen to be a Grill'd ambassador for this sponsorship of the AIS.[36]

In April 2024, Grill'd announced a partnership with Australian Commonwealth Games gold-medalist Harry Garside.[37]

Sustainability

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In 2021, Grill'd partnered with not-for-profit environmental organization Greenfleet as part of the company's Tree Day Tuesday initiative.[38]

Grill'd was named one of Australia's top 10 brands in the 2021 Forces of Good Report,[39] and the number 1 brand in the food category for Corporate Social Responsibility which analyzed 190 brands.[40]

Grill'd has recycled over 660,000 liters of cooking oil to create biodiesel and has converted 62 of its restaurants to green power.[41]

Controversies

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In June 2015, a franchise in Toowong selected anti-abortion group Cherish Life to receive funds from the Local Matters program. Founder Simon Crowe apologized for the alleged mistake, stating that Grill'd is pro-choice.[42]

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.[4] Pyrah launched a Federal Court case in a bid to get her job back.[43] An interim Federal Court ruling ordered Grill'd to reinstate her, allowing the wage case hearing to go ahead.[44] 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.[45] A planned dismissal hearing at the Federal Court was called off after Pyrah and Grill'd reached an out-of-court settlement.[46]

In 2019 it was discovered that Grill'd was underpaying employees by exploiting traineeship loopholes, siphoning millions in wages each year.[5][47][48] The coverage also included allegations of serious food safety concerns at 1-in-10 company-owned Grill'd restaurants,[5] franchises being mistreated by the company, and founder Simon Crowe falsifying signatures of his business partner on two liquor licenses.[49]

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 their "hamburger university" traineeship program,[6] which they had used to underpay workers.

In October 2024, United Workers Union members and employees of a Grill'd location in Melbourne went on strike, claiming that Grill'd was forcing staff into their "hamburger university" traineeship program in order to pay decreased wages to trainees.[50]

Locations

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Australia

[edit]

[51]

Victoria

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City
Melbourne Balaclava Camberwell Casey Chirnside Park Degraves Street Elsternwick Flinders Lane Glen Waverley Heatherton Knox Melbourne Central Mornington
Bundoora Carlton Chadstone Centre Collingwood Doncaster Eltham Fountain Gate Hampton Highpoint Malvern Melbourne Emporium Northland
Burwood Carnegie Chadstone Village Croydon Eastland Fairfield Frankston Hawthorn Karingal Melbourne Airport Moonee Ponds Plenty Valley
Point Cook South Melbourne South Yarra Watergardens Woodgrove QV Shopping Centre Southern Cross Southland Werribee Yarraville Richmond Southgate
Tunstall Square Windsor
Ballarat Ballarat
Bendigo Bendigo
Geelong Waurn Ponds Pakington Street

New South Wales

[edit]
City
Sydney Balgowlah Broadway Kirrawee Miranda Westfield Parramatta Top Ryde
Baulkham Hills Crows Nest Lane Cove Narellan Westfield Sydney
Blacktown Darlinghurst Leichhardt Neutral Bay Wetherill Park
Bondi Beach Dee Why MacArthur Square Penrith World Square
Bondi Junction Galeries Macquarie Centre Rouse Hill Drummoyne
Central Coast Erina Tuggerah West Gosford
Newcastle Charlestown Kotara The Junction
South Coast Shellharbour Wollongong
Other Tweed City Wagga Wagga Albury Byron Bay

Queensland

[edit]
City
Brisbane Ascot Camp Hill Everton Park Logan Hyperdome South Bank
Browns Plains Carindale Fairfield Gardens Mount Ommaney Springfield
Bulimba Chermside Garden City Newmarket Toowong
Burpengary Emporium Indooroopilly North Lakes Victoria Point
Cannon Hill Eatons Hill Kenmore Rosalie Wintergarden
Cairns Cairns Esplanade Cairns Central
Gold Coast Benowa Gardens Coolangatta Harbour Town Nobby Beach
Robina Surfers Paradise Upper Coomera Pacific Fair
Sunshine Coast Kawana Noosa Sunshine Plaza
Townsville Townsvillle Fairfield Central The Willows
Toowoomba Toowoomba

South Australia

City
Adelaide Adelaide

CBD

Parade

Central

Unley Shopping

Centre

Westfield

Marion

Westfield

Tea Tree Plaza

Australian Capital Territory

[edit]
City
Canberra Belconnen Canberra Centre Gungahlin Manuka Woden

Tasmania

[edit]
City
Hobart North Hobart

Indonesia

[edit]

Bali

[edit]
City
Kuta Seminyak

See also

[edit]

References

[edit]
  1. ^ "Simon Crowe". Brighton Grammar School. Retrieved 6 November 2024.
  2. ^ Kopittke, Morganne (31 July 2024). "Burger chain Grill'd unveils first Victorian drive-thru". SmartCompany. Archived from the original on 25 September 2024. Retrieved 25 September 2024.
  3. ^ a b "Grill'd to Open First International Restaurant in Bali". Travel Treasures. 2 December 2019. Archived from the original on 14 January 2022. Retrieved 13 January 2022.
  4. ^ a b "Burger chain Grill'd to change pay rates after backlash over worker's sacking". The Guardian. Australian Associated Press. 22 July 2015. Archived from the original on 5 March 2016. Retrieved 25 July 2015.
  5. ^ a b c Hennessy, James (9 December 2019). "Here are the 5 key learnings from the juicy investigation into popular burger chain Grill'd". Business Insider Australia. Archived from the original on 1 January 2020. Retrieved 1 January 2020.
  6. ^ a b Mizen, Ronald (8 July 2022). "Grill'd billed taxpayers $16.6m for 'hamburger university'". Australian Financial Review. 9 Entertainment. Archived from the original on 14 February 2024. Retrieved 14 February 2024.
  7. ^ B, Cameron (3 September 2008). "Simon Crowe, building the Grill'd name". Dynamic Business. Archived from the original on 12 July 2024. Retrieved 19 January 2025.
  8. ^ Mathieson, Craig (21 February 2016). "How the burger became king in Melbourne". Good Food. Archived from the original on 14 January 2022. Retrieved 14 January 2022.
  9. ^ "It's no secret that Grill'd cares about farm animals | Latest News | RSPCA Approved". RSPCA. 10 June 2021. Archived from the original on 14 January 2022. Retrieved 14 January 2022.
  10. ^ Boys, Callan (5 November 2021). "Impossible Beef taste test: America's most famous plant-based burger has finally launched in Australia". Good Food. Archived from the original on 14 January 2022. Retrieved 14 January 2022.
  11. ^ "Grill'd Opens First Halal-Certified Restaurant". Restaurant & Café. 30 May 2023. Archived from the original on 29 September 2023. Retrieved 11 September 2023.
  12. ^ "Is your meat Halal?". Grill'd. April 2024. Archived from the original on 25 September 2024. Retrieved 26 September 2024.
  13. ^ Dong, Irene (28 June 2023). "Grill'd opens its first drive-thru restaurant". Inside Retail Australia. Retrieved 11 September 2023.
  14. ^ Kopittke, Morganne (31 July 2024). "Burger chain Grill'd unveils first Victorian drive-thru". SmartCompany. Archived from the original on 16 December 2024. Retrieved 9 January 2025.
  15. ^ "Grill'd Burgers Chadstone Village - Healthy Burger Restaurant". Grill'd Healthy Burgers. Archived from the original on 14 January 2025. Retrieved 9 January 2025.
  16. ^ "Grill'd Local Matters". Archived from the original on 8 September 2016. Retrieved 14 April 2015.
  17. ^ Digital, B. C. M. (4 October 2022). "Grill'd Local Matters supporting The Common Good". The Common Good. Archived from the original on 22 January 2025. Retrieved 27 January 2025.
  18. ^ "Grill'd Joins Polished Man Campaign, Offers Free Burgers In October". Beat Magazine. 29 September 2016. Archived from the original on 14 January 2022. Retrieved 13 January 2022.
  19. ^ "Indonesian Rupiah (IDR) To Australian Dollar (AUD) Exchange Rate History for 2019". Most Accurate Exchange Rates. 23 August 2019. Retrieved 31 January 2025.
  20. ^ "Nick Kyrgios Served 100 Aces This Aus Open So There's Another $20,000 To Bushfire Relief". Pedestrian TV. 27 January 2020. Archived from the original on 14 January 2022. Retrieved 13 January 2022.
  21. ^ "Grill'd Introduces Healthy Fried Chicken Burger And Publicy Releases 'No Secrets' Recipe". B&T. 12 May 2021. Archived from the original on 15 January 2022. Retrieved 13 January 2022.
  22. ^ "Grill'd team up with Heston Blumenthal for new plant-based burgers". 7NEWS. 3 August 2021. Archived from the original on 14 January 2022. Retrieved 14 January 2022.
  23. ^ "Menu". Grill'd Healthy Burgers. 7 February 2024. Retrieved 31 January 2025. All our burgers are 100% natural^ and free from BS (Bad Stuff). That means no artificial colours, flavours, preservatives, antibiotics or added hormones.
  24. ^ "Menu". Grill'd Healthy Burgers. 7 February 2024. Archived from the original on 30 January 2025. Retrieved 31 January 2025. beef: crispy bacon & cheese: nutrition & allergens: bacon: Preservative (250)
  25. ^ "Preservative use in processed meats" (PDF). NSW Food Authority. December 2009. p. 3. Archived (PDF) from the original on 18 November 2024. Retrieved 31 January 2025.
  26. ^ "Grill'd introduces a limited edition vegan 'bunny' burger". VeganNews.com.au. 27 March 2018. Archived from the original on 16 December 2024. Retrieved 13 January 2022.
  27. ^ Bennett, Lindsay (13 April 2017). "Grill'd cops 'Bunny Burger' backlash". Ad News. Archived from the original on 23 October 2021. Retrieved 9 March 2025.
  28. ^ Wells, Darren (20 April 2021). "Mumbrella CommsCon Awards shortlist announced - Thinkerbell receives 10 nominations". Mumbrella. Archived from the original on 17 December 2024. Retrieved 14 January 2022.
  29. ^ Tanevski, Olivia (17 July 2023). "Grill'd launches pink Barbie Dreamburger". taste.com.au. Archived from the original on 9 March 2025. Retrieved 15 May 2024.
  30. ^ Jolly, Nathan (4 January 2024). "Ash Barty teams with Grill'd for range of Barty Burgers". Mumbrella. Archived from the original on 3 August 2024. Retrieved 9 March 2025.
  31. ^ Leong, Matthew (18 February 2025). "Grill'd hops into the passenger seat with Oscar Piastri partnership". Mumbrella. Archived from the original on 9 March 2025. Retrieved 9 March 2025.
  32. ^ "Storm, Grill'd announce new partnership". Melbourne Storm. 10 March 2020. Archived from the original on 16 December 2024. Retrieved 14 January 2022.
  33. ^ "Grill'd cooks up a footy storm". Melbourne Storm. 12 April 2021. Archived from the original on 16 December 2024. Retrieved 14 January 2022.
  34. ^ Jolly, Nathan (5 September 2023). "Grill'd launches free purple burger to celebrate Melbourne Storm's finals berth". Mumbrella. Archived from the original on 28 September 2023. Retrieved 9 March 2025.
  35. ^ "Announcing our new Healthy Eating Partner". Melbourne Boomers. 12 November 2020. Archived from the original on 16 December 2024. Retrieved 14 January 2022.
  36. ^ "AIS Announces Sponsorship with Grill'd". Australian Sports Commission (Press release). 28 March 2022. Archived from the original on 15 March 2023. Retrieved 9 January 2025.
  37. ^ Leong, Matthew (19 April 2024). "Grill'd strengthens its stance with Harry Garside partnership". Mumbrella. Archived from the original on 19 April 2024. Retrieved 9 March 2025.
  38. ^ "Grill'd partners with non-profit Greenfleet for 'Tree Day Tuesdays' initiative". QSR Media Australia. Archived from the original on 14 January 2022. Retrieved 13 January 2022.
  39. ^ Moran, Jonathon (19 July 2021). "Australia's best and worst brands revealed". news.com.au. Archived from the original on 15 January 2022. Retrieved 13 January 2022.
  40. ^ "Forces of Good - A Study · The Lab". thelabstrategy.com. Archived from the original on 14 January 2022. Retrieved 13 January 2022.
  41. ^ Macdonald, Anna (26 September 2021). "Grill'd aims fast food clowns in first campaign via The Monkeys". Mumbrella. Archived from the original on 14 January 2022. Retrieved 13 January 2022.
  42. ^ Agius, Kym (10 June 2015). "Grill'd burger chain apologises for Brisbane store's support of anti-abortion group Cherish Life". ABC News. Australia. Archived from the original on 11 February 2025. Retrieved 19 July 2016.
  43. ^ Toscano, Nick (20 July 2015). "Sacked Grill'd worker takes claims to court". The Sydney Morning Herald. Fairfax Media. Archived from the original on 22 August 2015. Retrieved 21 July 2015.
  44. ^ Toscano, Nick (27 July 2015). "Sacked Grill'd employee Kahlani Pyrah reinstated, paving way for wage case". The Age. Fairfax Media. Archived from the original on 18 December 2015. Retrieved 27 July 2015.
  45. ^ Toscano, Nick (30 July 2015). "Ruling forces Grill'd store to increase wages". The Age. Fairfax Media. Archived from the original on 2 August 2015. Retrieved 31 July 2015.
  46. ^ Toscano, Nick (27 August 2015). "Sacked Grill'd worker Kahlani Pyrah receives payout from burger company". The Age. Fairfax Media. Archived from the original on 22 October 2015. Retrieved 27 August 2015.
  47. ^ McGinn, Christine (7 December 2019). "Grill'd burgers employee says he was subjected to rock-bottom wages and dodgy traineeship". 7NEWS.com.au. Archived from the original on 1 January 2020. Retrieved 1 January 2020.
  48. ^ Jez From, STS (7 December 2019). "Burger chain Grill'd accused of keeping workers in low-paid roles". sky news .com.au. Archived from the original on 1 January 2020. Retrieved 1 January 2020.
  49. ^ Ferguson, Adele (8 December 2019). "Grill'd co-founder Simon Crowe forged business partner Simon McNamara's details on liquor licence applications". The Sydney Morning Herald. Archived from the original on 19 June 2024. Retrieved 31 January 2025.
  50. ^ Katanasho, Gabrielle (19 October 2024). "Grill'd faces Australia's 'first-ever' fast food strike over low-pay, 'unfair' conditions claims". SBS News. Archived from the original on 18 November 2024. Retrieved 25 November 2024.
  51. ^ "Find A Grill'd Burger Restaurant Near You | Grill'd Locations". Grill'd Healthy Burgers. Archived from the original on 8 January 2025. Retrieved 8 January 2025.

Further reading

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