After expansion from Santa Monica to Times Square to all over the globe, The Counter, a full-service create-your-own burger concept and pioneer in the upscale premium burger movement since 2003, is now opening in the Roppongi district of Tokyo, Japan, this March 31. On top of The Counter’s newest upcoming opening in Tokyo, the restaurant’s rapid growth in U.S. markets and abroad will continue with a second location in Mexico City, Northern California, Arizona, and abroad in Glasgow, Scotland, with more expansion plans on the forefront.
“We often found that international travelers took a special interest in our U.S. locations, so it only made sense to bring that excitement of the build-your-own burger concept to their markets,” says Jeff Weinstein, co-CEO and founder of The Counter, who intends on focusing their efforts on International expansion.
While in the midst of international expansion for The Counter, the team has been honing in on the quick service space since launching BUILT in Los Angeles in 2013, its “fast casual” incarnation featuring The Counter’s best-selling create-your-own burgers, fries, shakes and more, only in a speedier setting. BUILT has just set up shop with its fourth location in Toronto Pearson International Airport, giving travelers a convenient and quick spot to dine, all while being able to watch and create the high-quality burger right before their eyes in a “build-as-you-go” setting. BUILT is also coming soon with multi-unit locations in Florida, Boston, North Caroline, Colorado, Texas, Arizona, and internationally, opening Ilford, London and more expansion planned in Ghana and Spain.
Whether dining in or taking to-go, The Counter and BUILT are constantly delivering the most unique items using only the best of humanely-raised and handled, antibiotic and hormone-free, vegetarian-fed, 100 percent natural beef, all-natural chicken and turkey and vegan veggie burgers made fresh daily from 11 different ingredients, all hand-formed and grilled to order. Guests can then pair the custom-built burgers with tantalizing shakes, flavorful fries, and tater tots, plus craft beer.
Weinstein says, “It’s about creating burgers our customers are going to crave and want to come back for, as well as introducing them to new proteins and topping combinations like they’ve never had before. We are offering a new Chicken Parm Burger launching next month and it’s a game-changer. We want to stay fresh, forever-evolving and innovative with our food and our offerings.”