The Australian Competition and Consumer Commission (ACCC) filed federal court action in 2024 against Grill’d, alleging misrepresentation of its Tree Day Tuesday campaign. The fast-food chain, which operates 180 stores across Australia, advertised that it would donate $1 from every burger purchased on a Tuesday to plant trees between January 2021 and April 2024.

During the campaign period, Grill’d sold more than 5 million burgers. Approximately 4% of those burger sales resulted in a donation. Grill’d stated it donated $250,000 to tree planting from the campaign. However, only dine-in orders placed at a front counter qualified for the donation, and customers were required to be members of the Relish loyalty program for purchases to qualify. Online orders, takeaway orders, and orders placed at tables via QR codes did not qualify for the donation.

ACCC Chair Gina Cass-Gottlieb said, “Grill’d is a large fast-food chain and operates across Australia, meaning that its conduct had the potential to mislead many consumers nationwide about the environmental benefits of their purchase.”

A Grill’d spokesperson said, “The Tree Day Tuesday promotion was undertaken with positive intent and resulted in the planting of 100,000 trees and restoration of more than 40 hectares of forest.” The spokesperson added, “Grill’d takes Australian Consumer Law very seriously, and our reputation is forged in trust and doing the right thing in the communities where we live.” The spokesperson further stated, “Grill’d has worked internally and with all stakeholders, including the ACCC, to ensure that brand and sustainability initiatives undertaken are clear and cause no confusion in the eyes of the Australian public.”