Having Words with Jeff WeinsteinHaving Words with Jeff Weinstein

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, Conn...