Burger Deal for Driver Oscar Piastri Changed

The burger company Grill'd has changed its special offer for Formula 1 driver Oscar Piastri. The deal used to be linked to him getting on the podium. Now, it is for when he simply finishes a race. This happened after people talked about his performance on the track.
By Newsroom | Sports, Food |

Recent shifts in fast-food promotions tied to Formula 1 driver Oscar Piastri coincide with a notable change in his on-track performance, prompting an adjustment by the Australian burger chain Grill'd. The latest offerings follow a period where public discourse and brand strategies appeared to link the burger campaign to the driver's race outcomes.

New Oscar Piastri burger launched ahead of F1 Grand Prix in Melbourne - 1

The relationship between the gourmet burger chain Grill'd and McLaren driver Oscar Piastri has seen multiple iterations, marked by the launch of several signature burgers. Initially, promotions appeared to align with the driver's successful periods, notably around podium finishes. However, as Piastri's performance trajectory shifted, so too did the nature of the promotional offers.

New Oscar Piastri burger launched ahead of F1 Grand Prix in Melbourne - 2

  • Early Successes: The partnership began with the launch of the "Oscar Piastri Wagyu Burger" and later the "Oscar Piastri 81 Burger," with announcements often timed to coincide with the Formula 1 season and Piastri's home Grand Prix in Melbourne. These initial offerings were framed as celebrations of Piastri's achievements and local connection.

  • Promotional Adjustments: Reports from late 2025 indicate a change in the promotion. Rather than being tied to podium finishes, the deal was revised to offer a bonus burger when Piastri simply finishes a race. This change followed a period of what was described as a "downturn in form" for the driver.

  • Public Reaction and Speculation: The adjustments to the Grill'd promotion were met with online commentary, with some users linking the burger deal to Piastri's performance. Discussions emerged on social media platforms, with fans noting a shift in promotional activity following specific race outcomes.

Evidence of Partnership Evolution

The available data details a consistent collaboration between Grill'd and Oscar Piastri, punctuated by strategic adaptations.

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New Oscar Piastri burger launched ahead of F1 Grand Prix in Melbourne - 3

  • Burger Variants and Timing:

  • Oscar Piastri Wagyu Burger: Launched previously, with a two-pack arriving at Coles on February 11, 2026.

  • Oscar Piastri Chicken Burger: Launched in-store from February 10, 2026, extending a partnership with Grill'd. This burger was also available as a meal pack.

  • Oscar Piastri 81 Burger: Introduced on September 8, 2025, described as a limited-edition item crafted with Piastri's favorite ingredients.

  • "Oscar Piastri Burger": Featured a Wagyu beef patty, charcoal bun, and specific toppings, available for a limited time around the Australian Grand Prix earlier in 2025.

  • Promotional Linkages:

  • Initial campaigns: Appeared to coincide with positive race results.

  • Revised campaigns (November 2025): The promotion was altered, with one report stating a bonus burger is awarded "whenever Piastri finishes a race," a shift from earlier links to podiums. Another report from the same period noted the deal was "revised following a dip in form."

  • Piastri's Statements: The driver has expressed positive sentiments about the collaborations.

  • He stated, "I loved seeing how fans got around the first burger, so it's been really fun teaming up with Grill'd again to create something new."

  • Piastri also remarked, "Grill’d and I were born in Melbourne, I've always been a fan of their healthy and nutritious burgers. The burger we created is not only high in protein and low in sugar, but also tastes great."

  • Grill'd Founder's Perspective: Simon Crowe, Founder of Grill'd, commented on the partnership, stating that Piastri's "precision, commitment, and high-level performance mirror the brand’s own identity in the competitive QSR landscape." He also noted the natural fit, given both are Melbourne-born, and believed the nutritional aspects of their burgers appeal to high-performance athletes.

Examination of Performance Correlation

Reports from late 2025 suggest a correlation was drawn by some observers between Piastri's race results and the nature of the Grill'd promotion.

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New Oscar Piastri burger launched ahead of F1 Grand Prix in Melbourne - 4

  • Online Discourse: Chatter online linked the burger deal to a "downturn in form." A motorsport commentator's video and social media posts by users reflected this sentiment.

  • Performance Data:

  • In September 2025, Piastri's podium streak reportedly slowed.

  • Following a DNF in Baku and a subsequent "disastrous run since the summer break," Piastri's 34-point lead over teammate Lando Norris reportedly turned into a 24-point gap by November 2025. Norris held a "healthy 24-point lead" over Piastri.

  • Brand Response to Performance: The revision of the promotion, from what appears to have been linked to podiums or strong finishes to a guarantee for simply finishing a race, can be viewed as a strategic adaptation in response to a period of diminished race outcomes for Piastri.

Expert and Brand Perspectives

Grill'd and its founder have consistently positioned the partnership as a strategic alignment of brand values and a celebration of a hometown talent.

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  • Brand Alignment: Grill'd founder Simon Crowe has highlighted Piastri's qualities – "precision, commitment, and high-level performance" – as mirroring the brand's identity. The local connection (both being Melbourne-born) is also emphasized.

  • Nutritional Appeal: Crowe also suggested that the nutritional focus of Grill'd burgers appeals to elite athletes like Piastri. Piastri himself has commented on the healthy and nutritious aspects of the burgers.

  • Timing and Strategy: The timing of burger launches and subsequent promotional adjustments suggest a fluid marketing strategy designed to capitalize on F1 events and driver presence, particularly during the Australian Grand Prix.

Conclusion and Forward Outlook

The marketing campaign involving Oscar Piastri and Grill'd demonstrates a dynamic approach by the fast-food chain, adapting its promotional strategies in light of the driver's competitive performance. While initial collaborations were launched with fanfare and seemed to align with positive race outcomes, later adjustments in late 2025 indicate a response to shifts in Piastri's on-track results. The launch of a new "Oscar Piastri Chicken Burger" in early February 2026 signifies a continuation of the partnership, suggesting a renewed focus on the driver ahead of the 2026 season opener in Melbourne. The extent to which future promotions will remain tied to specific performance metrics versus broader brand ambassadorship remains a point of observation.

Primary Sources Referenced:

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Frequently Asked Questions

Q: Why did Grill'd change the Oscar Piastri burger deal?
They changed it because people noticed the deal seemed to be linked to how well Oscar Piastri was racing. The deal is now for when he finishes a race.
Q: What was the old deal?
The old deal seemed to be tied to him getting on the podium, which means finishing in the top three.
Q: What is the new deal?
The new deal means you get a bonus burger when Oscar Piastri finishes any race.
Q: Is Oscar Piastri happy about this?
Yes, he said he liked working with Grill'd again and that the burgers are healthy and taste good.