A 21st century burger joint

Text: Stuart Anderson

"The Counter is the 21st century's bold answer to the classic burger joint," proclaims founder Jeff Weinstein (pictured above, left), who opened the first store in 2003 as an upscale alternative to the uniform burgers offered by McDonald's and other fast food chains. "People want choice, they don't want to be another sheep that's led down a path of unhealthy food and lack of choices. People should be able to choose exactly what it is that they want."

Offering over 312,000 different burger combinations, The Counter's five-step menu offers customers a choice of patties (beef, chicken, turkey, salmon, ahi and veggie), cheeses, toppings, sauces and buns. The average cost of a burger is about US$9.

"I started the restaurant out of a desire to do something that was different from what anybody had ever done before," says Weinstein. "The Counter burgers are as unique as each individual customer. Rarely is the same burger made twice in one day! We believe we're the first to do the premium burger, and we're the best at it. Everyone else seems to agree. After being featured in GQ Magazine and on The Oprah Winfrey Show, The Counter's sales soared to US$245,000 and hundreds of enquiries for franchises resulted."

In addition to burgers, popular menu options include fried pickle chips, sweet potato fries, onion strings and the carb-conscious Burger in a Bowl, while a selection of beers and wines are also available. The restaurant design provides a modern, industrial look which appeals to adults, teens and kids.

"The Counter is a highly marketable, original brand concept that attracts great employees and brings in loyal customers," says Weinstein. "Franchisees are able to capitalise on several profitable revenue streams including lunch, catering, afternoon hangouts, private parties, weekends and late night dining. Beer and wine sales also increase the average ticket price, offering exceptional potential for profits."

Restaurants are located primarily in lifestyle centres or multi-purpose developments that combine residential, commercial, retail and office use with high traffic and good visibility. "The franchise is appealing to landlords due to an attractive, high-income demographic," adds Weinstein, who partnered with Craig Albert (pictured above, right) in early 2006 to launch The Counter's franchising programme.

The Counter is seeking to develop an international network, and is looking to award Regional Master Franchises in countries worldwide. "We are looking for Master Franchisee candidates who possess a strong desire to delight customers; the ability to recruit, train and motivate people; the ability to manage finances; the willingness and ability to personally devote time and effort for day-to-day operations; and with the overall objective to enjoy running your own business," says Weinstein.

"When I started The Counter, I just had thoughts of making enough money to support my wife and me. But now, watching the growth is the best part - seeing people who believe in it and are willing to back it."

There are currently 60 restaurants in development throughout California - five will open in 2006, followed by 12 to 15 in 2007 and increasing to about 25 locations in 2008. National growth is also on the docket and long-range projections call for 400 to 600 US locations.