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 slower and steadier pace.


The chain now has 35 locations, including two international units in Ireland. Two Middle Eastern locations are scheduled to open later this year in Saudi
Arabia and Bahrain. Domestically, The Counter can be found in 10 states: California, Connecticut, Florida, Georgia, Hawaii, Illinois, New York, Texas, Virginia and Washington. Three U.S. locations are corporate owned.


Earlier this year, the first airport location of The Counter opened in Miami, and next year the chain will open airport locations in Los Angeles and San Diego.


Meanwhile, franchisees are filling in the Los Angeles market, with three locations open within the past four months. Another is scheduled to open in downtown 
Los Angeles in March.



Hometown: Potomac, Md.

Current Residence: 
Los Angeles


Education: associate degree in culinary arts and bachelor’s degree in foodservice management, Johnson & Wales University in Providence, R.I.

Personal: married, with a 3-year-old daughter and a Doberman
Hobbies: eating, drinking and traveling


Career highlights: “The continued development and growth of The Counter and all that has come with it is a pretty big highlight. Otherwise, it’s still too early to tell.”

Why has growth focused so much on Los Angeles lately?


We have had great success in California, and we’re selling more premium burgers than anyone else in L.A. and Southern California. At first, we were willing to go anywhere, but we pulled the reins back a bit. We’re still doing deals outside of California, obviously, but we’ve got such brand awareness here that it’s easier to get stores open. 


It seems gourmet burgers are everywhere. How do you stand out?


The better-burger category seems to include everything above the three fast-food guys and beyond. We don’t see ourselves competing with Smashburger and Five Guys. There really aren’t others offering a full-service, sit-down experience within that fast-casual box of 2,500 to 3,000 square feet, but functioning like casual dining. Our check average is $13 to $14, but you’re getting the whole experience with that. 


Five Guys is a 700-plus [unit] chain. I don’t think The Counter is a 700-unit concept, but who knows. Years ago, I said we could be 300 to 400 domestically and growing 20 to 30 stores per year. That’s not what happened. [Now] we’re opening about 10 stores per year.


How have you evolved the look and feel of the restaurants?


We’ve warmed our environments up a bit. The industrial loft feel got knocked, so now we’re doing warmer settings with wood floors.


How about the menu?


We have evolved the menu as we’ve found our customer tastes and flavor profiles have changed. What were not standard offerings initially have become more standard. We’ve got new sauces and toppings, and we have started our Mix It Up program, with mini burgers and beer pairings. We’re thinking about adding bison as a protein option systemwide, for example. 


We’re also, as a brand, increasing our beers available on draft. Our Miracle Mile location [in Los Angeles] has 20 on draft. Century City has about a dozen. I think people think of a burger and a beer
together, rather than liquor.


Will the move into airports open up nontraditional franchise opportunities?


In the Miami airport the unit is about 2,000 square feet, with a full-service counter. In the Los Angeles and San
Diego airports we’ll do it even smaller. We call it The Counter Mini. Those units will offer the best sellers, but still have the variety and choice we’re known for. We think we can do more airports and college campuses with this model.


Contact Lisa Jennings
 at lisa.jennings@penton.com.