Grill'd

What Grill'd does

Grill'd is an Australian privately-held burger restaurant chain founded in 2004 in Hawthorn, Melbourne, operating 178 restaurants across every Australian state and territory plus one international location in Seminyak, Bali. The business is positioned as the 'healthy burger' alternative to traditional QSR competitors, with a core menu spanning beef, chicken, lamb, wagyu, vegetarian (Beyond Burger), and vegan burgers, plus salads, sliders, shakes, and a kids range. The technical/proprietary components underpinning the brand include Hi Fibre Lo GI buns (claimed as a first in Australian QSR) and SuperBun (a 15.7g protein, low-carb, gluten-free, grain-free, dairy-free bun made from almonds, eggs, honey, coconut, and psyllium husk), supported by sourcing credentials: 100% Australian grass-fed beef and lamb since 2010, RSPCA Approved chicken since 2016, cage-free eggs since 2011, and 100% natural ingredients with zero artificial colours, flavours, or preservatives since 2020.

Revenue is generated through company-owned and franchise restaurants across dine-in, drive-thru, online ordering, mobile app, and third-party delivery channels, supplemented by gift cards with Bonus Bucks, catering and group bookings for 8+ guests, and bundled cinema deals with HOYTS, Event, Dendy, Palace Nova, and a long tail of independents. A second commercial line is retail CPG via Coles — Signature Beef and Premium Wagyu patties plus seven restaurant-inspired bottled sauces launched May 2026 — extending the brand into at-home consumption. Supporting the core QSR proposition is a Relish loyalty program (visit-based free chips/drinks/burgers, birthday rewards, AFL/NRL Mad Bunday win-tracking, and an 8 & Donate charity toggle), the Local Matters community giving program ($7M+ donated since 2011, $500 per restaurant per month), and City Support Dinners (100,683+ burgers served since March 2022 in partnership with Vinnies and the Salvation Army). The company is currently the subject of ACCC Federal Court proceedings alleging greenwashing over its Tree Day Tuesday campaign (January 2021–April 2024).

Name

Grill'd

Legal name

Grill'd Pty Ltd

Website

https://grilld.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Grill'd is an Australian privately-held burger restaurant chain founded in 2004, operating 178 restaurants across Australia plus one in Bali, positioned as a healthier alternative to traditional QSR with RSPCA-approved chicken, grass-fed beef, and a Relish loyalty program supported by Coles retail CPG distribution.

Ownership category

akta.pro rank

Product category

Quick-Service Restaurants (Healthy Burger Chain)

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO)

Keywords

• Healthy burger chain
• Quick service restaurant
• Restaurant dining
• Burger franchise
• Catering services

Headquarters

HQ city

Richmond

HQ country

Australia

HQ region

Oceania

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Restaurant Sales (Dine-in, Drive-thru, Takeaway): Core revenue from company-owned and franchise restaurants across Australia and Bali. Customers order in-restaurant, online, or via app for pickup or delivery.
2. Gift Cards: Sale of gift cards (physical and digital) with Bonus Bucks values offering 10-20% extra value. Gift cards valid for 3 years.
3. Retail Products (Coles): Signature Beef and Premium Wagyu patties sold in Coles chilled aisle. Restaurant-inspired sauces (7 flavours) sold exclusively at Coles.
4. Cinema Partnerships: Bundled burger/salad + discounted movie ticket deals at partner cinemas including HOYTS, Event Cinemas, Dendy, Palace Nova, and independent cinemas.
5. Catering Services: Corporate and social event catering with slider and salad options for groups.

Pricing tiers

Go-to-market motion1 record

Distribution channels10 records

Marketing channels10 records

Core offering

Grill'd owns, operates, and franchises a chain of approximately 178 quick-service restaurants across Australia and one location in Bali, selling a health-positioned menu of beef, chicken, lamb, wagyu, vegetarian, and vegan burgers (made with 100% natural ingredients, no artificial colours, flavours, or preservatives), accompanied by proprietary SuperBun and Hi Fibre Lo GI buns, sides, salads, sliders, shakes, and kids' meals. Revenue extends beyond restaurants to include retail products (beef/wagyu patties and seven restaurant-inspired sauces sold at Coles), gift cards, catering and group bookings, cinema partnership bundles, and a digital Relish loyalty program accessible via proprietary mobile app and online ordering platform.

Product overview

Grill'd is an Australian healthy burger restaurant chain founded in 2004, operating 178+ locations across Australia and one international location in Bali. The core product is a diverse burger menu featuring beef, chicken, lamb, wagyu, vegetarian (including Beyond Burger), and vegan options, all made with 100% natural ingredients and no artificial additives. The product portfolio spans: core burgers (Beef, Chicken, Lamb, Wagyu, Vegetarian, Vegan categories), specialty buns (SuperBun high-protein/low-carb and Hi Fibre Lo GI varieties), limited editions (Oscar Piastri collaboration), value meals (Lunch Saver Bundle), chicken products (Healthy Fried Chicken Bites and Tenders - Australia's Favourite Nugget), retail products (bottled sauces and fresh patties at Coles), and complementary items (sides, salads, sliders, shakes). Supporting services include the Relish loyalty program with rewards and Mad Bunday sports promotions, Local Matters community giving, City Support dinners, catering, group bookings, gift cards, and cinema partnership deals. The company emphasizes health-focused positioning with RSPCA Certified chicken, grass-fed beef, and nutritional partnerships with the Australian Institute of Sport.

Differentiator

Problem solved

Functional benefit

Brands

• Local Matters: Community giving program where customers vote monthly to award donations to local community groups, with $500 awarded per restaurant per month across three groups.
• Relish
• Mad Bunday
• SuperBun
• Hi Fibre Lo GI Buns
• 8 & Donate
• City Support Dinners
• Grill'd at Home
• Grill'd Cinema Deal

Products and services

• Grill'd Core Burger Menu (Beef, Chicken, Healthy Fried Chicken, Wagyu, Lamb, Vegetarian, Vegan) Health-focused burger menu offered across Beef, Chicken, Healthy Fried Chicken, Wagyu, Lamb, Vegetarian (including Beyond Burger), and Vegan categories. Made with 100% natural ingredients, no artificial colours/flavours/preservatives, RSPCA Certified chicken, and 100% Australian grass-fed beef and lamb. Designed for health-conscious consumers who want a guilt-free fast-food alternative.
• SuperBun Range High-protein (15.7g protein per bun), low-carb, gluten-free, grain-free, dairy-free burger bun upgrade made from whole-food ingredients including almonds, eggs, honey, and coconut. Contains 10 vitamins and minerals, zero refined sugar, and less than 7g carbs. Available as an upgrade on any burger for customers seeking high-protein, low-carb options.
• Oscar Piastri Limited Edition Burger Range Limited-edition burger collaboration with Australian F1 driver Oscar Piastri. Features signature chicken and wagyu burger options with exclusive packaging tied to the My Room Children's Cancer Charity partnership.
• Lunch Saver Bundle Value lunch bundle for $14.90 including 1 slider (choice of Snack, Classic, Vintage, Brie Chick, or Zen Chick), 6 Healthy Fried Chicken Bites, and mini Famous Chips. Provides 49g of protein (98% of daily intake). Available Monday to Friday until 5pm for CBD workers and lunchtime diners.
• Healthy Fried Chicken Bites and Tenders 100% Australian RSPCA Certified chicken products (bites and tenders) cooked in extra virgin olive oil. Voted Australia's Favourite Nugget in 2025. Bites provide 23.9g protein per 6 bites (48% daily recommended intake). Available as bites, tenders, and in pocket rocket format.
• Grill'd Bottled Sauces (Retail at Coles) Restaurant-inspired sauces sold exclusively at Coles supermarkets in seven flavours (Herbed Mayo, Sweet Chilli Mayo, Smoky Chipotle Mayo, Perfect Pickl'd Mayo, Golden Katsu Mayo, Native BBQ Sauce, Signature Tomato Relish). 100% Australian made; enables customers to recreate Grill'd flavours at home.
• Signature Beef and Premium Wagyu Patties (Retail at Coles) Fresh beef patties (Signature Beef and Premium Wagyu) sold in Coles chilled aisle for at-home cooking. Made with 100% Aussie grass-fed beef, high protein, low sugar, gluten-free. Voted Australia's Favourite Beef Burger.
• Relish Membership Program Digital loyalty and rewards program offering free chips after 2nd visit, free drink after 5th visit, free burger after 8th visit (or donate to Vinnies via 8 & Donate), and free chips daily during birthday month. Includes Mad Bunday sports coupons, free delivery on orders over $50, and exclusive offers via the Grill'd mobile app.
• Mad Bunday Promotion Sports-themed promotional offer where Relish members register an AFL or NRL team and receive a free burger coupon when their team wins, redeemable the following Monday with $20 minimum dine-in spend. Drives Relish sign-ups and habitual mid-week dining visits during Australian football seasons.
• Local Matters Community Program Community giving program where each restaurant allocates $500 per month across three local community groups, with customers voting via token to direct the donations. Over $7 million donated since 2011. Includes periodic National Takeovers (e.g., My Room with Oscar Piastri in June 2026, $90,000; Our Community Heroes in January 2026, $89,000).
• City Support Dinners Monthly initiative where seven CBD Grill'd restaurants (Melbourne, Sydney, Brisbane, Perth, Adelaide, Canberra, Byron Bay) close on the first Tuesday to feed people experiencing homelessness and financial hardship, in partnership with Vinnies and The Salvation Army. Over 100,683 burgers donated since March 2022.
• Grill'd Gift Cards Physical and digital gift cards with Bonus Bucks option offering 10–20% extra value (e.g., $100 card for $90, $200 card for $175, $300 card for $250, $500 card for $400). Valid for three years from purchase. Redeemable online or in restaurant.
• Grill'd Cinema Deal Bundled burger/salad + discounted movie ticket offers in partnership with HOYTS ($27 bundle), Event Cinemas/BCC/Regent ($15 voucher per main item), Dendy ($12.50), Palace Nova ($15), Reading/Classic/United ($11.50–$14). Available at select Grill'd restaurants nationwide.
• Grill'd Catering Service Catering service providing salads, chips, and slider options for corporate events, parties, and social gatherings. Available at select Grill'd locations. Supports larger orders than typical in-restaurant dining.
• Group Bookings (8+ people) Restaurant table reservations for groups of 8 or more people at participating locations. Available for birthdays, sports teams, office events, and other group occasions.
• Grill'd Shakes Summer shake range launched December 2025, offering creamy, cool beverage options to pair with burgers and meals.
• Hi Fibre Lo GI Buns Lo GI Panini and Traditional buns designed for longer-lasting energy with high fibre content supporting digestion. Standard across all Panini and Traditional bun burger options. Grill'd is described as the first Australian restaurant to offer this nutritional profile.

Quantifiable outcome

• 100% Natural: zero artificial colours, flavours, and preservatives across menu
• +5 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core, minor and major.

• Melbourne StormcoreStrategic or Co-development PartnerOfficial partner since 2019. Grill'd provides healthy burgers for players and club members, supporting their nutrition and performance. The partnership includes Mad Bunday promotions where fans get free burgers when Melbourne Storm wins. Melbourne Storm Nutritionist Georgia Walker endorses Grill'd's Hi Fibre Low GI buns.
• Australian Institute of Sport (AIS)coreStrategic or Co-development PartnerMulti-year sponsorship to lead menu nutritional transparency. Partnership aims to advance nutritional education and support informed food choices. Grill'd works with AIS to develop sports nutrition program and content.
• South Metro Junior Football League (SMJFL)minorStrategic or Co-development PartnerPartnership with largest independent junior football league in Australia (10,500+ participants, 450+ teams, 26 clubs). Focus on providing safe, supportive, inclusive environment for kids. Shared values around community health and wellbeing.
• Vinnies (St Vincent de Paul Society)coreStrategic or Co-development PartnerCity Support Dinners partner since March 2022. Vinnies Soup Van volunteers collaborate with Grill'd team at monthly dinners feeding those experiencing financial difficulty. Also partner for 8 & Donate program allowing Relish members to donate meal costs to those in need.
• The Salvation ArmycoreStrategic or Co-development PartnerCity Support Dinners partner inviting people experiencing homelessness to enjoy meals at Grill'd locations. Links community members to specialized programs providing access and ability to transform their situation.
• Oscar PiastricoreGTM or Marketing PartnerAustralian F1 driver partnered with Grill'd and My Room Children's Cancer Charity since 2025 Melbourne Grand Prix. Raises funds and awareness internationally. Limited edition Oscar Piastri burgers featured on menu. Partnership supports childhood cancer research, clinical care, and family support.
• My Room Children's Cancer CharitycoreGTM or Marketing PartnerCharity receives donations through Local Matters National Takeover. June 2026: $90,000 donated. Focus on childhood cancer research, clinical care, and supporting affected families. Oscar Piastri's mother Nicole also actively supports the charity.
• HOYTS CinemasmajorGTM or Marketing PartnerCinema deal partner offering burger/salad + movie ticket for $27 at select Grill'd locations nationwide. Movie tickets valid at HOYTS Cinemas Australia-wide. Excludes weekends and public holidays from 2pm.
• Event CinemasmajorGTM or Marketing PartnerCinema deal partner offering $15 movie voucher per main item purchase at select Grill'd locations. Tickets redeemable at Event, Greater Union, and BCC Cinemas Australia-wide including online.
• Dendy CinemasminorGTM or Marketing PartnerCinema deal partner offering $12.50 movie voucher per main item purchase at Grill'd Canberra Centre.
• Palace Nova CinemasminorGTM or Marketing PartnerIndependent cinema partner offering $15 movie voucher per main item purchase at Grill'd Rundle St (Adelaide). Also Palace Raine Square partnership in Perth ($13 voucher).
• Other Independent CinemasminorGTM or Marketing PartnerVarious independent cinema partners including Reading Cinemas, Classic Cinemas, United Cinemas, Regent Cinemas, Forum Cinemas across Victoria, NSW, Queensland, and WA with varying voucher values ($11.50-$14).

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Red Rooster: Established Australian-owned QSR chain with national footprint focused on roast chicken and burgers; competes with Grill'd in suburban and regional Australian markets where both have drive-thru presence.

Broad incumbents

• McDonald's Australia: Australia's largest QSR chain with hundreds of restaurants; competes with Grill'd across all dayparts and has been progressively adding grilled and 'no artificial additive' menu lines, eroding Grill'd's health-positioning moat.
• Subway Australia: Global QSR chain positioned around 'healthier' fast food; competes with Grill'd for the same health-conscious lunch occasion, particularly via the Lunch Saver Bundle use case.
• KFC Australia: Major Australian QSR competitor with strong chicken and burger offerings; Grill'd's Healthy Fried Chicken Bites and award-winning chicken range compete directly with KFC's core menu.

Direct peers

• Hungry Jack's: Master franchisee of Burger King in Australia; the most direct QSR burger competitor to Grill'd with a national footprint and overlapping target consumers. Competes on price, speed, and increasingly on healthier menu items, directly challenging Grill'd's positioning.
• Five Guys Australia: US-origin premium burger chain that has expanded into Australia; competes with Grill'd on the premium/quality burger occasion with a similar customization-led, made-to-order model.
• Betty's Burgers: Australian-born premium burger chain with a similar positioning to Grill'd; competes for the same health-conscious and quality-driven burger consumer, particularly in shopping centre and CBD locations.
• Nando's Australia: Peri-peri chicken QSR chain with a similar 'better-for-you' casual-dining positioning to Grill'd; targets overlapping health-conscious and family demographics in Australian malls and CBD locations.

Emerging players

• Lord of the Fries: Australian 100% plant-based QSR chain; competes with Grill'd in the vegetarian/vegan burger segment where Grill'd runs its Beyond Burger range and meat-free day campaign.
• Zambrero: Australian QSR chain with a strong purpose/ESG narrative (Plate 4 Plate donations) similar to Grill'd's Local Matters; competes for the conscious-consumer QSR occasion, though its core category is Mexican rather than burgers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GrilldBurgers
• Facebookfacebook.com/GrilldBurgers
• LinkedInlinkedin.com/company/grill'd-pty-ltd
• Instagraminstagram.com/grilldburgers/?hl=en

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grill'd