Charlie Palmer is the latest high-end chef to turn his attention to burgers with the launch next week of DG Burger, a more casual outlet within his full-service restaurant in Costa Mesa, Calif.
Palmer — whose New York-based company operates 13 other concepts, including the flagship Aureole — carved out space within his restaurant Charlie Palmer at Bloomingdale’s in the South Coast Plaza shopping center to create a separate DG Burger, which stands for “Damn Good Burger.”
Palmer is not the only fine-dining chef to take on the better burger trend. Other upscale burger flippers include Hubert Keller, who launched Burger Bar in 2004; Bobby Flay operates five locations of Bobby’s Burger Palace; Emeril Lagasse launched Burgers and More by Emeril last year; and Danny Meyer’s Union Square Hospitality Group has been growing its Shake Shack brand.
Chef Marcus Samuelsson also has a burger concept called Marc Burger with two locations, one of which is in Macy’s within the massive South Coast Plaza.
Palmer’s 40-seat DG Burger concept, which is scheduled to open Tuesday, will feature a short menu that really only includes one burger: Palmer’s signature DG Burger, a version of the seasonally changing burger that has been on the menu at the full-service restaurant since it opened in 2008. The burger features Black Angus beef topped with cabbage, tomato, red onion and a secret sauce served on a semolina-potato bun.
The burger is priced at $7.95 and guests also have the option of adding additional toppings for $2, such as a fried egg, grilled bacon, aged cheddar or avocado.
The menu also includes citrus-glazed skewers with grilled beef, chicken or marinated vegetables; a grilled garlic sausage sandwich with roasted peppers; French fries with various dipping sauces, such as curry ketchup or chipotle aioli; two salads and milkshakes. Beer and wine is also available.
Erin Jevis, director of public relations and marketing for Charlie Palmer Group, said the move comes in response to customer demand for the popular burger. Charlie Palmer at Bloomingdale’s opened in 2008.
“A lot of people don’t have time to sit down for the formal dining experience” at Charlie Palmer at Bloomingdale’s, she said. “This makes the burger more accessible for people on the go.”
The space carved out for the burger bar and its separate entrance did not reduce the 146 seats in the main dining room or the 60 seats in the bar, Jevis said.
She added that the company has no current plans to bring the burger concept to other locations. “This really was a direct response to the needs of that restaurant and the guests there,” she said.
Contact Lisa Jennings at [email protected].
