Batter liquid–solid phase interactions can play a critical role in determining the functionality, including adherence, appearance and texture of end use coated product. Batter chemical composition is a key factor affecting batter characteristics. The effect of substituting wheat flour with fractions of rice flour, native corn starch, modified waxy corn starch, tapioca starch and lupine flour ranging from 26 to 56% of the solid phase and egg levels ranging from 6 to 35% of the liquid phase on the rheological properties of batter systems was studied. Results indicated that lupine flour had the greatest water holding capacity (WHC) ranging from 93.9 to 119.3% of various lupine flour percent to egg levels used. Flow behaviour index of batter flour treatments ranged from 0.91 to 1.87; values that were significantly (P < 0.05) greater than a 100% control wheat flour. Consistency coefficient of treatments ranged from 0.01 to 0.37 mPa sn; values that were significantly lower than wheat flour (i.e., 5 mPa sn). Egg level used in this study had minimal effect on treatment rheological properties. The changes in WHC and viscoelastic properties of treatments were attributed to changes in protein and fibre contents and structure as a result of replacing wheat flour with starch/flour. Protein–starch–lipid matrix formation and variation in water absorption kinetics of treatments most probably wrought batter functionality. The increase in pasting properties with the increase in starch/flour contribution suggested an increased contribution of starch in forming a net effect of batter treatments pasting viscosities. Results of this study provide vital information for the potential use of starch types to enhance the rheological properties of coating applications including adhesion and water holding capacity of substituted batter treatment.