Grill’d, a popular fast-food chain renowned for its commitment to quality, is embarking on an ambitious expansion plan across Australia. Founded in 2004 with the aim of revolutionizing the fast-food industry, Grill’d has become synonymous with offering superior-quality burgers in the country.
With its 20th anniversary approaching, Grill’d is celebrating its success, having sold a staggering 240 million burgers through its 172 stores nationwide. CEO Simon Crowe emphasizes the company’s mission to “liberate burgers from badness,” positioning Grill’d as a rebel with a cause in the fast-food landscape.
In a strategic move, Grill’d is shifting its focus towards standalone restaurants and drive-through formats to meet evolving consumer preferences. Last year, the company unveiled its first drive-through in Mount Ommaney, Queensland, with plans to introduce 20 more drive-through restaurants by the end of the 2026 financial year. Crowe acknowledges the initial reluctance towards drive-throughs but recognizes the potential to deliver nutritious and prompt service without compromising on quality.
Despite the competitive nature of Australia’s hospitality market, Grill’d remains confident in its ability to stand out among the crowd. Crowe stresses the importance of differentiation and delivering a superior customer experience in a market saturated with various players, from local eateries to international giants.
While fast-food behemoths like Wendy’s and Popeyes eye the Australian market, Grill’d remains unfazed, emphasizing its commitment to quality produce and service. Crowe welcomes competition, believing it fosters innovation and benefits consumers in the long run.
However, some experts, like Queensland University of Technology Professor Gary Mortimer, remain skeptical about the potential impact of newcomers on the fast-food landscape. Mortimer highlights the need for Grill’d and other competitors to offer a compelling value proposition to sway consumers from established players.
Grill’d’s expansion plans reflect its confidence in its unique position within the fast-food industry. With a focus on quality, innovation, and customer satisfaction, Grill’d is poised to continue its success story amidst a competitive market landscape.