The Habit Burger Grill has introduced a new Grown-Up Meal, in response to a study it commissioned that revealed 75% of Americans are keen to order from kids' menus but feel embarrassed to do so.

The study, conducted by OnePoll, surveyed 2,000 adults.

Priced at $6, the Grown-Up Meal, available at participating locations from 13 March 2024, includes a full-sized Charburger, small fries, a regular drink and a mini gummy burger.

The brand's Charburgers are known for their smoky flavour, achieved through searing over an open flame, and seasoned with in-house spices.

Habit Burger chief marketing officer Jack Hinchliffe said: “We've spotted a trend: savvy adults covertly ordering off the kids' menu to manage expenses. But why the hush-hush? We say, own it!

“That's why we're flipping the script by allowing grown-ups to experience kids' meals, offering the savings of a kid’s meal without compromising on portion size. It’s guilt-free savings and grown-up-sized food. Why should kids have all the fun?”

The company will position the Grown-Up Meal as an affordable dining option in a competitive market where cost is a significant consideration for consumers.

Hinchliffe added: “It’s tough out there right now and finding a meal that satisfies when it comes to quality and cost can feel like searching for a needle in a haystack.

“We've stayed true to a simple philosophy: consistently delivering fresh, chargrilled food at affordable, everyday value. It's not just about the meal; it's about an experience shared with friends or family that you can feel good about.”

In February 2024, the restaurant chain expanded its footprint by opening its sixth South Carolina restaurant in Spartanburg.

The new 2,700ft² location at 1495 W O Ezell Blvd features both drive-through and dine-in options.

In early 2024 it brought back the Patty Melt sandwich to its menu. The Patty Melt is known for its distinctive taste, combining caramelised onions, melted cheeses and a Thousand Island dressing.