Grill'd

Last updated

Grill'd
Company type Private with subsidiary and franchise locations
Industry Restaurant Franchising
Founded2 March 2004;20 years ago (2004-03-02)
Headquarters Melbourne, ,
Australia
Number of locations
150+
Products
OwnerSimon Crowe
Number of employees
4,500+
Website grilld.com.au

Grill'd is an Australian-owned multinational casual dining restaurant chain specializing in burgers. The chain was founded by Simon Crowe in 2004 and was initially located in Hawthorn, Melbourne. [1] The company has 172 locations across Australia and one in Seminyak, Bali, Indonesia. [2] [3]

Contents

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

History

Simon Crowe founded Grill'd in 2004. [7] He wanted to replicate the "service ethic" that he saw in Milwaukee, United States while working for brewing company Fosters. [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] The restaurant extended the company's Local Matters program internationally, supporting Seminyak's local community groups by sharing Rp2,500,000 with three local groups each month.[ citation needed ]

In May 2023, Grill'd opened its first halal-certified restaurant in Blacktown, New South Wales. The restaurant serves meat sourced from halal-certified suppliers, removes bacon from products, and does 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

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

Grill'd participated in the Polished Man Campaign in 2016. [17]

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. [18] 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

Healthy Fried Chicken

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. [19]

Vegan foods

In 2019, Monday, April 15, Grill'd hosted the "24 Hour Meat Cheat", serving only meat-free options to launch the Beyond Meat Burgers onto 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. [20]

Marketing

In 2017, Grill'd launched the 'Bunny Burger' with a rabbit patty to celebrate Easter and sold a vegan version of the burger in 2018. [21]

In 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. [22]

In 2023, Grill'd launched a burger with a pink bun alongside the release of Barbie called the "Barbie Dreamburger." [23]

Partnerships & sponsorships

Grill'd has partnered with the Melbourne Storm NRL Club since 2020. [24] In commemoration of the partnership, Grill'd created a "Storm Burger" in 2021. [25]

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. [26]

In 2022, Grill'd announced a four-year sponsorship of the Australian Institute of Sport. The Winter Olympics gold-medallist Jakara Anthony was chosen to be a Grill'd ambassador for this sponsorship of the AIS. [27]

Grill'd announced a partnership with Australian Commonwealth Games gold-medallist Harry Garside in 2024, and have since sponsored him.

Sustainability

In 2021, Grill'd partnered with not-for-profit environmental organisation Greenfleet as part of the company's Tree Day Tuesday initiative. [28]

Grill'd was named one of Australia's top 10 brands in the 2021 Forces of Good Report, [29] and the number 1 brand in the food category for Corporate Social Responsibility which analysed 190 brands. [30]

Grill'd has recycled over 660,000 litres of cooking oil to create biodiesel, and has converted 62 of its restaurants to green power. [31]

Controversies

In June 2015, a franchise in Toowong selected anti-abortion group 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. [32]

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. [33] An interim Federal Court ruling ordered Grill'd to reinstate her, allowing the wage case hearing to go ahead. [34] 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. [35] A planned dismissal hearing at the Federal Court was called off after Pyrah and Grill'd reached an out-of-court settlement. [36]

In 2019 it was discovered that Grill'd was underpaying employees by exploiting traineeship loopholes, siphoning millions in wages each year. [5] [37] [38] 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.[ citation needed ]

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. [39]

Locations [40]

Australia

Victoria

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 WatergardensWoodgroveQV Shopping Centre Southern Cross Southland Werribee Yarraville Richmond Southgate
Tunstall Square Windsor
Ballarat Ballarat
Bendigo Bendigo
Geelong Waurn Ponds Pakington Street

New South Wales

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

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
CairnsCairns Esplanade Cairns Central
Gold CoastBenowa 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

Australian Capital Territory

City
Canberra Belconnen Canberra Centre Gungahlin Manuka Woden

See also

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References

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Further reading