The Counter

The Counter to Take Build-Your-Own Burgers to Mexico

The Counter Custom Built Burgers announced a new deal with Restaurantes de Marcas Gastronomicas to become the first build-your-own-burger concept in Mexico, with the first unit slated to open in the fall.

In addition to offering more than a million possible burger combinations—a burger for every lifestyle—The Counter also serves a wide selection of signature burgers and burger bowls, flavorful side dishes, milkshakes, craft beers, and wine, all featuring quality ingredients.

Built by Design

When it comes to all-American food like salads, sandwiches, and burgers, we all have our own version of perfect.

Assembly-line quick-service concepts are making sure customers have the ability to create that perfect menu item. By offering an array of fresh, quality ingredients—from conventional to gourmet—with the option to start from scratch or customize an existing menu item, build-your-own brands are introducing flavors and flavor combinations that engage, entice, and satisfy every palate.

The Counter Serves Up New President, COO

The Counter Custom Built Burgers, the innovative build-your-own-burger concept known for its variety of toppings and more than 300,000 possible burger combinations, is proud to announce the promotion of Bryan Vicentini from vice president of operations to president and chief operating officer.

In this role, he will continue to manage day-to-day operations, oversee all departments and team members, maintain vendor relations, and interact with franchisees and partners.

The Counter Adds RTI’s Total Oil Management Solution

Franchisees of The Counter are loyal clients of Restaurant Technologies, Inc., and recently added the company’s new fryer filtration monitoring technology to their Total Oil Management solution from RTI. RTI’s solution allows franchise owners to monitor each of their restaurants’ compliance with standard operating procedures for frying.

“The addition of fryer filtration monitoring to The Counter’s existing RTI oil management solution helps maintain the high consistency of our fried products, and extends the life of the oil through filtration,” says franchisee Steven Gruman.

The Counter to Build Burgers in Middle East, U.K.

The Counter Custom Built Burgers, the popular build-your-own-burger restaurant that offers more than 300,000 possible combinations, and Americana Group, the Middle East’s leading restaurant, food product distributor, and retail company, announced today a development agreement.

Popular Menu Proteins

As Americans’ hunger for burgers and chicken continues to grow, restaurant operators are tweaking their menus to meet consumers’ demands for new meats and higher quality.

An increasing number of limited-service restaurants have added better and more “natural” meat to their repertoires. At the same time, they are featuring other proteins.

From the growth of Angus menu items to the specialty burger craze, there has been no slowdown in sales of beef on a bun, according to a Technomic study last summer.

The Counter Takes Flight at Miami Int'l


Grilled pineapple, roasted corn and black bean salsa, country buttermilk ranch dressing, Cuban Mojo sauce, fried plantains, dill pickle chips, and a new breakfast menu are just a few of the many choices available at The Counter Custom Built Burgers at Miami International Airport, which opened on March 3, 2011. 

Trickle-Down Theory

There was a time when the only place you could find Black Angus beef on a menu was at some of the nation’s finest steakhouses. But these days, Angus burgers are served at McDonald’s, Back Yard Burgers, Carl’s Jr., Hardee’s, and Smashburger and are just one of many fine-dining menu items, ingredients, and techniques that were adopted by quick-service and fast-casual restaurants over the last decade.