After more than two decades spent perfecting burgers, Grill'd is entering new territory.

The Australian restaurant chain has launched its first-ever wraps range, marking one of the most significant menu additions in the brand's 22-year history and signalling a renewed focus on the lunchtime occasion.

Known for challenging traditional fast food with better ingredients and a health-conscious approach, Grill'd has built a loyal following around burgers. But as customer habits continue to evolve, the brand saw an opportunity to bring its signature philosophy to a new format.

"We've spent more than 22 years obsessing over burgers, but what we've really been passionate about is serving great food made with high-quality ingredients," said Simon Crowe, founder of Grill'd.

“As customer lunch habits continue to evolve, we saw an opportunity to deliver everything people love about Grill'd in a new way.”

The new wraps have been designed to deliver the convenience Australians are looking for at lunch without compromising on taste or nutrition. Available until 5pm daily, the range includes four varieties: The Classic, Bacon Club, Cali Green Goddess and Tender Caesar.

Each wrap is built around premium ingredients and offers a balance of protein, fibre and flavour. The launch reflects the brand's continued investment in menu innovation, while staying true to the values that have defined Grill'd since opening its first restaurant in 2004.

The introduction of wraps also broadens the ways customers can experience the brand. Whether grabbing lunch between meetings, eating at a desk or looking for a lighter alternative to a burger, the new menu line-up is designed to meet customers wherever their day takes them.

To celebrate the launch, Grill'd is also introducing a limited-time Lunch Wrapped offer, allowing customers to add a mini serve of Famous Chips to any wrap for just $1 on weekdays until 5pm.

For a business synonymous with burgers, the move is a notable evolution. But according to Grill'd, the goal remains the same: serving food made with quality ingredients that customers genuinely want to eat.

With wraps now joining the menu for the first time, the Australian brand is backing lunch as its next growth opportunity.