Industry News | November 17, 2010

The Counter's 6th Northern California Location Set to Open

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The Counter Custom Built Burgers, a premium burger concept known for offering more than 300,000 possible combinations, will open its sixth Northern California location in San Mateo on November 22.

The Counter in San Mateo brings premium burgers and “The Counter Culture” community to hungry diners in Northern California. Nearly 80 percent of The Counter’s customers choose the “Build Your Own Burger” option and get creative with hundreds of thousands of possible variations. Upon arrival, guests receive a clipboard to create a custom burger or choose from Signature Burgers, Signature Burgers in a Bowl, Sandwiches, and Starters.

Guests can select from three sizes of proteins—one-third, two-third, and one-pound—made from all natural, humanely raised and handled fresh Angus beef that is ground daily; grilled chicken, turkey, or house-made veggie; and an array of 12 cheeses, 33 toppings, 21 sauces, and four types of buns. Alternatively, guests can choose a bun-free Burger in a Bowl. Sample toppings and sauces include: grilled pineapple, dried cranberries, roasted corn and black bean salsa, fried egg, honey cured bacon, basil pesto, and chipotle aioli. Additionally, The Counter in San Mateo will offer a full bar including the option to BYOC (Build Your Own Cocktail) and local beers from Devil’s Canyon Brewery and Scotch Ale IPA.

“I am thrilled to be opening in my own backyard, at Hillsdale Shopping Center,” says Peter Katz, longtime Redwood Shores resident and The Counter Northern California franchisee. “This location is the largest we have built in the Bay Area and has special amenities, including a mezzanine available for parties, an outdoor fireplace for hanging out, and a full bar serving wine, beer, and cocktails.”

The Counter in San Mateo features 3,400 square feet of space that seats up to 70 burger-hungry guests indoor and 1,000 square feet on the spacious, sunlit patio for up to 50 guests. Plus, an upstairs 200-square-foot mezzanine seats an additional 25 guests and is also available for private parties. A mix of classic rock, hip-hop, jazz, and top hits provides the soundtrack within the sleek and industrial-designed restaurant. The artwork on the walls features the “Color of Rock and Roll” photography by Gary Copeland. All artwork displayed at the restaurant will be available for sale.