The Counter

We’re on a mission to challenge the way people think about burgers. We’re about creative construction. We think life is about experiences. Trying stuff. Learning. Being Inventive. So we’ve searched for ingredients, chosen quality meats, created sauces, toasted buns, melted cheeses and indulgent shakes that shout flavor. Show us what you’ve got. Create endlessly. OPENING ITS ORIGINAL SANTA MONICA, CA LOCATION IN 2003, The Counter® has quickly gained national acclaim. GQ magazine columnist Alan Richman named The Counter’s “Build Your Own Burger™” to his list of the best burgers in America, and “The Oprah Winfrey Show” featured The Counter’s inclusion on Richman’s list, highlighting the “20 Hamburgers You Must Eat Before You Die.” The Counter® has been featured in several major publications including Sunset Magazine, Travel + Leisure, Los Angeles Magazine as well as various business publications such as Fast Casual, Business Week, and Restaurant Hospitality. The Counter® is an upscale entrant into the casual dining segment, one of the restaurant industry’s strongest growth areas according to industry publication Fast Casual magazine. The Counter® appeals to all demographics including adults, teens, kids, baby boomers, and seniors. It has an innovative menu and setting that drives repeat business not only through traditional lunch and dinner segments or catering and private parties, but also as an afternoon or weekend hangout or simply a place to grab a late-night meal. The Counter® is a full-service restaurant with an average per customer bill of $12.50 and average annual unit volumes of $2.8 million for stores open one year or more.