Grill’d, the well-known burger chain, has joined the “fakeaway” trend, which sees restaurants offering their products in supermarkets. The brand has recently announced that its burger patties will now be available in Coles stores across Australia.
Simon Crowe, Grill’d’s founder, expressed confidence that their patties will become the top-selling burger choice in supermarkets. He noted the excitement surrounding this launch, as it allows Grill’d to reach a broader audience across the country.
This strategic move follows a similar trend among other popular food brands, including Nandos, Roll’d, Krispy Kreme, Boost Juice, and Red Rooster. By entering the supermarket space, Grill’d is set to expand its market presence significantly, with its products being distributed in nearly 900 Coles locations, in addition to its 175 existing restaurant outlets.
The patties are priced at $12.50 for a pack of four, positioning them as a premium option compared to Coles’ traditional burgers, which retail for $8.50. This price difference reflects Grill’d’s focus on providing a higher-quality product that appeals to consumers seeking to recreate restaurant-style meals at home.
Jessica Tancred from Coles shared insights into consumer trends, noting that many shoppers are looking to save money by eating at home while still wanting to enjoy restaurant-quality meals. With around 21 million supermarket visits made weekly across Australia, Grill’d’s presence in-store also serves as an opportunity for brand visibility and promotion.
Market analysts suggest that the trend of restaurants expanding into supermarket offerings will continue, as other chains consider what products could translate well to grocery aisles. Michael Whitehead from ANZ indicated that many restaurant brands are likely evaluating their food items, sauces, and patties for potential supermarket sales, indicating a shift in how customers engage with food options.
Overall, Grill’d’s foray into Coles marks a significant step in the evolving landscape of food retail, appealing to consumers who are increasingly interested in high-quality at-home dining experiences.