Gruyère, dried cranberries, fried eggs, apricot sauce and ginger-soy glaze are not ingredients you’d usually associate with a hamburger. But then again, this is not your usual burger joint. Which is exactly what founder and chief executive Jeff Weinstein had in mind when he opened The Counter in Santa Monica, Calif., in 2003. “We are about choice—custom-built burgers for a custom-built life,” says Brian Berman, The Counter’s director of marketing.When customers walk in ...
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