The Counter Custom Burgers, the premium build-your-own-burger LA restaurant offering over a million possible combinations, announces it’s opening two new stores in the UK with plans for further expansion over the next five years. The franchise-owned stores will open early summer with The Counter opening in Glasgow on June 6th followed by BUILT, its “fast casual” incarnation opening in Ilford London.
With plans to invest £20 million over the next five years, the new ventures will be managed by Daniel Johns, who acquired the franchise rights to open The Counter and BUILT restaurants in England and Scotland.
The Counter Custom Burgers offers a fresh, unconventional approach to creating the ultimate burger, offering a checklist-style clipboard menu that lists over a million possible combinations enabling consumers to endlessly create new burger experiences. BUILT®, which launched in Los Angeles in 2013, is a fast casual alternative to The Counter, giving consumers a convenient and quick dining experience all while being able to watch and create their build-as-you-go burger.
“We opened The Counter 14 years ago in Los Angeles with a goal to challenge the way people think about burgers. Since opening in 2003, we’ve grown to more than 40 US locations and internationally, expanded our menu offerings, honed our operating model and now, we’re excited about bringing our new burger experience to the UK,” says Jeff Weinstein, founder and Co-CEO of The Counter.
“We often find that international travellers take a special interest in our US locations, so it only made sense to bring that excitement of the build-your-own burger concept to their markets. We know in the UK market there is an appetite for gourmet burgers and with our custom built burgers we feel we can bring a new and unique offering,” added Jeff.
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, all grilled to order. Guests can then pair the custom-built burgers with tantalizing shakes, flavourful fries and onion rings, plus craft beer.
“We are proud to bring this exciting custom-built burgers concept to the UK for the first time,” says Khalid Iqbal Director of Daniel Johns. “Glasgow and London are the first of several locations planned for UK and we can’t wait to bring The Counter and BUILT to other parts of the country.”
“We were attracted to The Counter and BUILT because of its commitment to delivering the very best experiences in both taste and service and attracting an enthusiastic clientele of burger lovers —a phenomenon that we aim to replicate in Glasgow and London,” Khalid added.