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Grill'd 'Tree Tuesday' donation scheme faces ACCC probe
22 Jun
Summary
- ACCC alleges Grill'd misled customers about tree-planting donations.
- Only about 4% of burger sales met donation conditions.
- ACCC warns businesses against exploiting environmental concerns.
The Australian Competition and Consumer Commission (ACCC) has initiated legal action against Grill'd, alleging the burger chain engaged in greenwashing. The ACCC contends that Grill'd misled consumers regarding its 'Tree Tuesday' promotion, which was advertised as donating to tree-planting projects.
Between 2021 and 2024, approximately 5 million burgers were sold on Tuesdays during the campaign. However, the ACCC claims only a small percentage, around 4%, of these sales met the specific conditions required to trigger a donation.
These conditions included purchasing a main item, being a Relish loyalty member, dining in, ordering at the counter, and having no other offers applied. The ACCC argues that 26 advertisements across various platforms overstated the circumstances under which donations would be made.
ACCC Chair Gina Cass-Gottlieb stated that Grill'd's alleged conduct deprived consumers of informed decision-making. A Grill'd spokesperson commented that the campaign had positive intent and resulted in over $250,000 donated towards planting more than 100,000 trees and restoring 40 hectares of forest. The ACCC has issued a stern warning to other businesses, vowing to take action against misleading environmental claims.
