The Counter styles itself as 'the 21st century's answer to the classic burger joint'. Offering a fast-paced, youthful environment that appeals to families, professionals and locals, the company offers a 'Build Your Own Burger' with over 300,000 burger combinations, including Danish Blue Cheese, Peppercorn Steak Sauce and Roasted Garlic Aioli . Franchisees target a number of markets, including: lunch, catering, afternoon hangouts, private parties, weekends and late night dinning. Beer and wine sales also increases the average ticket price. The Counter was recently named among 'The Top 20 Hamburgers' by GQ Magazine and 'Best Burger' on the Oprah Winfrey Show.