It’s Not Your Father’s Burger Franchise! – Business – Franchising


At first blush you might think that there’s no room in the world of casual dining for another hamburger franchise.

But you’d be wrong. And, The Counter, headquartered in Culver City California, is proving just how wrong.

Established in 2003, The Counter is in the business of making “Build Your Own Burger” hamburgers in more than 312,000 different combinations. Modern industrial dcor, contemporary music, cold beer, and a wide selection of wines and cocktails make for a truly unique dining experience.

Patrons fill out their own order form beginning with a choice of beef, chicken, turkey, veggie or fish burger. They then select their burger’s weight: 1/3, 2/3 or a full pound – available on 3 types of buns or in a bowl with lettuce or mixed greens.

Next, they get to choose from 12 varieties of cheese that range from Horseradish Cheddar to Soft Ripened Brie.

Then it’s on to the toppings. There are 20 standard choices and 10 premiums. Once again, the variety is astonishing and features Grilled Pineapple, Honey Cured Bacon, Roasted Green Chiles, Sun-Dried Tomatoes and 26 others. Best of all, Counter burger aficionados get to choose up to 4 of them!

Finally, more than 20 sauces are available to complete your gourmet treat. From Apricot Sauce to Basil Pesto to Spicy Sour Cream.

So, go ahead and order that one pound, Greek Feta Cheese Burger, on a Honey Wheat Bun that you’ve always wanted. And top it off with Dried Cranberries, Ginger Soy Glaze, Sliced Cucumbers, Avocado and a Peanut Sauce. If you can imagine it, you can build it at The Counter.

The Counter’s uber-burgers have been featured in GQ magazine as “One of the 20 Hamburgers to eat before you die” and deemed “Best Burger” on OPRAH.

The company currently has franchise units operating in 9 states with locations in 8 more and the District of Columbia scheduled to open soon. According to their website, they have more than 75 stores currently in development throughout the United States. There are also franchises currently operating in Australia and Ireland with a soon-to-open store in Saudi Arabia.

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