Healthy burger restaurant chain Grill’d is making its supermarket debut today, launching an exclusive retail range of premium beef patties at Coles stores nationwide.
The move marks the first time in the brand’s 21-year history that Grill’d has expanded beyond its 174 restaurant locations into grocery retail, aiming to capitalise on growing consumer demand for restaurant-quality meals at home.
Bringing restaurant quality home
The retail range includes three burger options starting at $8 for a two-pack, featuring the same 100% Australian grass-fed beef that has made Grill’d a household name. All patties are hormone-free, antibiotic-free and gluten-free, maintaining the health-focused positioning that differentiates the brand in Australia’s crowded burger market.
“For more than two decades, Aussies have loved coming into Grill’d restaurants for healthy burgers that taste good and do good. This next chapter in our story is very exciting as we take our products into people’s homes,” said Grill’d founder and managing director Simon Crowe.
“Having our burgers available nationally at Coles allows us to take the next big step in our mission: to make our healthy, delicious burgers accessible to all Australians.”
The product lineup includes Signature Beef Burgers ($8 for two patties), Premium Wagyu Burgers with Caramelised Onion ($10 for two), and a family-friendly four-pack of Signature Beef Burgers ($12.50) available in select stores.
Strategic timing for restaurant to retail
The launch taps into shifting consumer behaviour, with Coles’ research showing more than half of Australians are interested in recreating restaurant meals at home. The timing aligns with Grill’d’s broader expansion plans, which include several new restaurant openings scheduled for 2025.
“We’re excited to join forces with Grill’d to launch an exclusive, premium burger range customers can only find at Coles,” said Coles chief commercial officer Anna Croft.
“Our customers are telling us they’re cooking more at home and looking for ways to create delicious and easy restaurant-quality meals in their own kitchens – and that’s exactly what we hope to achieve by offering the new Grill’d burger range.”
Community connection continues with tokens
Staying true to its restaurant model, each retail pack includes a ‘Local Matters’ token, allowing customers to support community initiatives. Through the partnership, Grill’d will contribute $10,000 this month to Coles’ community partners selected by customers.
The retail range launches with an introductory $1 discount on all products for the first four weeks, positioning the premium patties competitively in the frozen burger category.
The products are available in Coles’ meat department nationwide and online starting 6 August, representing a significant distribution win for the burger chain as it looks to accelerate growth beyond its traditional restaurant footprint.
