TRENOS SiGINT: Grill’d x Beyond Burger IV

JC Analyst – August 2025

Signal:

The Grill’d collaboration gives Beyond access to mainstream Australian diners through a premium 173 outlet, fast-casual channel. Positioned as a “clean” alternative with high protein and lower saturated fat, Beyond Burger IV aligns with consumer shifts towards health and sustainability.

Execution, however, depends on Grill’d sustaining demand beyond the novelty phase, especially in a market where taste and value still dominate choices.

Human Factor:

For Aussie consumers, this isn’t about “plant-based ideology” but choice and credibility. A burger appealing to meat lovers, flexitarians, and vegans signals inclusivity. If the taste hits, Grill’d could normalise plant-based as a lifestyle staple rather than a fringe option.

TRENOS Metrics Snapshot

Signal	Data Point
Data Point	Beyond Burger IV launched nationally in Grill’d outlets
TikTok Views	#PlantBasedBurger – 210M+; #BeyondMeat – 95M+
Retail Footprint	150+ Grill’d restaurants nationwide
Ingredient Format	Pea, faba, lentil, rice proteins + avocado oil
Product Range	Burger IV core SKU, integrated into Grill’d menu
Consumer Segment	Meat lovers, flexitarians (19%), vegetarians, vegans
Brand Origin	US (Beyond Meat), deployed via Australian Grill’d partnership
Export Status	First launch of Beyond Burger IV in Australia
Trend Classification	Plant-based protein, flexitarian mainstreaming
System Pressure Point	Global survival strategy for Beyond; local proofpoint for Grill’d adoption

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