Continued from page 5



Opened in 2009, this 14-unit, Los Angeles-based chain features burgers with unusual toppings such as truffle glaze, shiitake mushrooms and port-caramelized onions.

In an unusual twist that seems to be working, Umami burgers are not customizable by customers.

As noted in NRN’s Breakout Brands special report, “People argue about the reality of umami, the supposed ‘fifth taste’ discernible to the palate but not easily described by the brain. What’s indisputable is the reality of Umami Burger, a concept that’s alternately described as distinct, groundbreaking, clever, trendy and pricey.”

“This is a fast-casual concept that we want to bring to other U.S. culinary centers where people can tolerate a $20 check for a premium burger, side and drink,” said founder Adam Fleischman.

Look for in-depth profiles on each of the Hot Concepts award winners before the celebration at the MUFSO SuperShow.