Co-chief executive, The Counter
In an increasingly crowded world of better-burger concepts, The Counter has found its niche by playing the customization card. Guests design their own burgers — on buns or in bowls — from the protein to the sauce and everything in between, from an estimated 312,120 possible combinations. When co-chief executive Jeff Weinstein launched the concept in Los Angeles in 2003, he had aggressive plans for growth as a franchised brand, but economic headwinds have cooled growth to a ...
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