Slide Up To The Counter
Unique burger concept pursues aggressive growth through experienced franchisees.
Susan H. Fishman

Jeff Weinstein, founder of The Counter.

Working until the early morning hours at Firefly, the ultra-hip bar/nightclub in Studio City, California, Jeff Weinstein had little idea that just 10 months later he would open a new establishment that would be featured on “The Oprah Winfrey Show.” But that’s how the restaurant business has gone for the 31-year-old who developed a modern take on the classic burger joint, called The Counter. Since the first restaurant opened in December 2003, The Counter has received glowing reviews in GQ magazine, the Los Angeles Times and Food & Wine magazine. The restaurant had monthly sales of $44,000 when it opened, and that soared to $245,000 after The Counter was featured on “The Oprah Winfrey Show.”

Weinstein used to eat hamburgers four or five times a week and, to him, a new type of burger joint “just seemed to make sense.”

Inside The Counter.

“I brought some of my nightclub/bar background from an aesthetic and ambiance standpoint into a food category that hadn’t evolved much since the 1950s as you can see with Johnny Rockets and those types of places,” he says. “There’s a nostalgia there that, although nice, I don’t think is going to always carry through as next generations come along.”

The concept is simple. Customers choose what they want and how they want it. As long as it’s a burger, that is. The Counter allows customers to build their own beef, chicken, turkey or veggie burger with a list of unique ingredients that includes 10 cheeses, 26 toppings, 17 sauces and three types of buns. Other popular menu items include fried pickle chips, sweet potato fries, onion strings and the carb-conscious Burger in a Bowl along with additional appetizers, sandwiches and desserts. The Counter also offers liquor, beer and wine.

“I got tired of going into a restaurant and having someone tell me what I can and can’t have on my food, says Weinstein. “The nice thing about The Counter is that with the design-your-own-burger ordering system, you get exactly what you want.”

One of the many ways a burger at The Counter can be prepared.

Since the first restaurant opened in Santa Monica, California, sales grew higher every month and The Counter was starting to get some press. About a year and a half ago, Weinstein decided to grow the brand and partnered with Craig Albert, a successful franchisor with Tacone and City Kitchen, in order to piggyback on his infrastructure and get The Counter set up to franchise. It’s a good way to grow, says Weinstein.

“The nice thing about franchising is that I’ve got somebody who knows that city because he lives there and understands the differences from another area. He has a better grip on where people work and live and eat. It’s much more than what I can see on a demographic study of a 1, 3- and 5-mile radius.”

The Counter’s franchising growth will come exclusively from corporate restaurants and multi-unit development, with franchisees operating a minimum of five locations within exclusive territories.

The development rights have been sold to over 95 restaurants scheduled to open throughout the country over the next 3 years. The Counter opened its first franchised location in Palo Alto, California, last summer with great sales and is currently building a store in San Jose. Plans call for 10 new units in 2007 and roughly 25 to 28 in 2008. Long-range projections call for as many as 400 to 600 U.S. locations.

“We’re bringing on the right people to handle the growth — people who’ve had success with other restaurant brands, Weinstein says. “We have guys from California Pizza Kitchen, Outback, Buca di Beppo and House of Blues. As the brand has grown in popularity and we’re putting up the right sales numbers, we’re attracting more restaurant professionals, which is what we’re looking to do.”

The Counter has plans to open 10 new units in 2007 and roughly 25 to 28 in 2008.

The Counter locations will average 2,500 to 3,000 square feet with seating for approximately 100 customers. The restaurant’s interior has an industrial loft feel; the space is open with big garage doors on the front of the store to let some of the outside elements in. The Counter is currently working with the national architectural firm, MCG Architecture, on the rollout.

Endcap or corner locations are preferred, primarily in lifestyle centers or multi-purpose developments that combine residential, commercial, retail and office use with high traffic and strong visibility. Proximity to regional malls, entertainment centers and major employment bases are essential.

With an average burger price of $8 and an average check of $12.50, The Counter has found its niche in the market, according to Weinstein.

“We’re above fast-food and the $5 burger, but we’re below that Houston’s $14 or $15 burger,” he says. “I see us being a player in the game, but I don’t think there’s anyone else who defines this premium burger category. What P.F. Changs has done for Chinese food and CPK has done for pizza, I really think we can do for this premium burger category.”


©2007 France Publications, Inc. Duplication or reproduction of this article not permitted without authorization from France Publications, Inc. For information on reprints of this article contact Barbara Sherer at (630) 554-6054.