The first Grill'd store opened in the Melbourne suburb of Hawthorn in March 2004, offering quality, fresh, healthy, meal-sized burgers made from 100% beef, chicken breast, lamb and veggie patties. Many of the burgers incorporate non-traditional quality toppings such as cranberry sauce, roasted capsicum, Brie cheese, avocado, etc. Customers can choose to dine-in or take-away and part of the Grill'd experience is watching the delicious, made-to-order burgers being cooked on the flame grill and 'dressed' with fresh toppings. The stores are run by three operational virtues – friendliness, cleanliness and urgency. Grill'd is positioned as the friendly, local specialist burger bar with a healthy bent. The Grill'd business model has commercial viability and strong consumer appeal, capitalising on increasing demand for healthy, great tasting and convenient meal solutions. The overwhelming response to the first store led to the quick succession
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