
Grill’d has responded to a wave of online chatter suggesting its OP81 Burger is “cursed”, following a surge of tweets, TikToks and memes linking the menu item to recent twists in F1.
The company has leaned into the joke, acknowledging the theory and noting that more than 330,000 Australians have already ordered the burger.
To capitalise on the discussion, Grill’d is releasing a limited run of Sorry Not Sorry merchandise, including T-shirts, caps and tote bags featuring lines such as “Sorry (Not Sorry) since 2025” and “Certified Cursed”. The collection is slated to be available for a short time, although no firm release window has been confirmed.
The brand has also published a Sorry Not Sorry playlist featuring tracks like Sorry by Justin Bieber, Apologise by One Republic and Please Please Please by Sabrina Carpenter.
Grill’d reiterated its support for Oscar Piastri, describing the F1 driver as a key part of the story behind the OP81 Burger and a figure the company continues to back.
The campaign follows a rise in playful online speculation that the OP81 Burger is “cursed” and impacting Piastri’s performance.
One user even commented, saying “[Grill’d] sold the Oscar burger at the Australian Grand Prix, and you know what happened there…” in reference to an error that cost Piastri a podium position at his home race.
Grill’d has capitalised on this moment to highlight its broader social activity. The company has directed customers to its Instagram page, where it has posted a public “apology” addressing the joke.
The message is signed off simply: Love, Grill’d.
Source: iD Collective
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