What's The BSci Behind... Grill'd (Issue #22)

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Hi there,

This week we’re sinking our teeth into a brand that’s popping up on every corner: Grill’d.

Born in Hawthorn, Melbourne back in 2004, this Aussie burger chain set out to make fast food feel… less fast-foody. Two decades later it’s grown into a nationwide favourite with around 175 stores across Australia (plus a Bali outpost) and pulling in nearly $300 million in revenue a year - all from selling “guilt-free” burgers that somehow taste like a treat and not a cheat.

The Catch:

A burger store? Hardly original. A “healthier” angle? Subway got there first. And building a fast-food chain you don’t leave feeling regretful is no small ask. Yet Grill’d has us craving it. 

Here’s the behavioural psychology quietly flipping pattys behind the scenes:

🍟 Licensing Effect: By positioning itself as a healthier choice, Grill’d gives customers a mental green light - “I earned this” - which conveniently makes add-ons, upgrades, and frequent stops feel justified.

😇 Temporal Discounting: We prioritise now over later. By turning donations into a physical chip dropped into a jar, Grill’d gives customers an instant feel-good hit - far more motivating than being asked to sign up  or learn more about an unknown charity.

⚓️ Anchoring: Clear kilojoule and nutrition info sets the benchmark, making Grill’d feel reasonable next to traditional fast food -  and even the heavier options on its own menu. Normal bun feeling a bit too indulgent? Just swap to the low-carb version.

💪 Framing: Emphasising protein, fresh ingredients, and “good fats” reframes a burger from indulgence to functional fuel - suddenly it feels like food with a purpose, not just a quick fix.

💡 BSCI Takeaway For Marketers💡

Grill’d didn’t reinvent the burger. It rewired how you feel about eating one. Give people instant gratification and the psychological license to feel good about it, and suddenly everyone’s a regular.

Behaviourally yours,

Dan Monheit

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