Grill'd's Slogans & Taglines

Grill'd is an Australian-owned multinational casual-dining restaurant chain founded in 2004 by Simon Crowe in Hawthorn, Melbourne. Born from a pub conversation about the lack of decent, healthy burgers in Australia, the brand set out to rescue the burger from its reputation as the "bastard child of fast food." The concept centres on handmade, healthy burgers crafted from ethically sourced, locally produced ingredients, with menus accommodating diverse dietary preferences including gluten-free, dairy-free, and low-carb options. The brand's philosophy—Be good. Do good. Feel good.—underpins its commitment to food integrity, community engagement through the Local Matters programme, and sustainable business practices. Today, Grill'd operates over 150 restaurants across Australia and has expanded into international markets, serving as a pioneer of the healthy fast-casual burger segment.

Brand messaging has been anchored by the product-led promise Healthy burgers and the emotionally resonant Grill'd with love. The irreverent campaign Fringer Lickin' Better reinforced its challenger identity, while the 2020 100% Natural platform—featuring burgers with zero artificial colours, flavours, or preservatives—cemented its positioning as the definitive guilt-free burger destination.