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.
"We are proud to bring this exciting brand to Mexico,” says Alberto Diez de Urdanivia, president and CEO of Restaurantes de Marcas Gastronomicas and operator of the new locations. “We are avid fans of The Counter and believe that everyone in Mexico will have fun building and enjoying their own delicious burgers.”
Alberto brings years of restaurant experience to successfully launch The Counter in Mexico. Prior to Restaurantes de Marcas Gastronomicas, he served as general manager of the franchises Spoleto, Gaoneras, and Sizzler. In 2009, Spoleto received an award for “Best Franchise” in the food and beverages sector by the Mexican Franchise Association. Alberto also served as a member of the Board of the Mexican Franchise Association, and was COO of Howard Johnson Hotels in Mexico.
“We are proud to represent great brands, such as The Counter, to help them find the right master franchisee. Mexico offers great opportunities for the development of foreign franchises and the arrival of The Counter confirms the growth and confidence in this sector,“ says Ferenz Feher, CEO of Feher & Feher.
“We’re excited to work with Alberto to bring The Counter to Mexico,” says Craig Albert, co-CEO of The Counter. “With over a million possible combinations available on the menu, we can’t wait to see the variety of burgers our neighbors down south will create.”
The Counter opened over 10 years ago in Los Angeles with a goal to challenge the way people think about burgers. Since then, the burger restaurant has grown to more than 40 locations domestically and internationally, expanded its menu offerings to address the evolving palates of its guests, and continues to offer customizable, quality burgers and burger bowls.