Industry News | December 16, 2010

The Counter and Its 300,000 Burger Combos Head to NYC

Grilled pineapple, roasted corn and black bean salsa, country buttermilk ranch, basil pesto, fried egg, and dill pickle chips are just a few of the many toppings available at The Counter Custom Built Burgers. The premium West Coast cult burger concept, known for offering more than 300,000 possible combinations, will open its first New York City outpost in the heart of Times Square on December 20. This will be the 26th U.S. location.

The Counter brings premium burgers and “The Counter Culture” community to hungry diners in New York City. 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, Starters, and Shakes.

Depending on size of appetite, 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, grilled chicken, turkey, or house-made veggie and an array of 12 cheeses, 33 toppings, 21 unique sauces, and four types of buns. Alternatively, guests can choose a bun-free Burger in a Bowl for a lighter lunchtime fare. Additionally, The Counter in New York City will offer a selection of ice cream shakes, malts, and floats, as well as a full bar with spiked adult shakes and a diverse selection of handcrafted beer and wine.

Located at the corner of 41st and Broadway in Times Square, The Counter in New York City features 1,936 square feet of space for burger-hungry guests. It is the first restaurant in New York City to have a 66-foot-long wrap-around, high resolution, four-color LED ticker and will feature a constantly moving row of burger photos and other graphics. A mix of upbeat top hits provides the soundtrack within the sleek and industrial-designed restaurant. The artwork on the walls captures the uniqueness of New York City life and culture by showcasing photography by Gary Copeland. All artwork displayed at the restaurant will be available for sale.

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