Serving custom-built burgers

Our Correspondent / EMIRATES BUSINESS

Ever since it burst onto the
casual dining scene in 2013 in California, US, The Counter has developed a reputation as the
pre-eminent name in custom-built burgers.
The brand is now firmly
established in the UAE where it is
attracting an enthusiastic clientele of burger lovers who are enjoying its premium taste offerings and
second-to-none freedom to create the ultimate bespoke patty creation.
Jeff Weinstein, founder and co-chief executive officer, said, “We opened The Counter to introduce a fun, new way for guests to enjoy the beloved burger by offering options. We
noticed consumers’ palates evolving and becoming more adventurous, and that was our market.”
A full-service restaurant in the
casual dining segment, The Counter is the 21st century’s bold answer to the classic burger joint. The brand distinguishes itself in the market place by offering an unrivalled selection of toppings and relishes, with its comprehensive selection of delicious additions leading to over one million possible different burger combinations. No two burgers at The Counter ever need be the same.
The Counter’s extensive list of mouth-watering ingredients include four proteins — with hormone and antibiotic-free Angus beef — 30 toppings, 24 unique sauces and four types of bun, meaning that each burger is as unique as each customer. Such is the array of options that rarely is the same burger made twice. The incredible flavours from its high quality servings and unrivalled ‘Build Your Own Burger’ options have garnered widespread plaudits for The Counter, with the brandnamed by GQ Magazine as one of the ‘20 Hamburgers You Must Eat Before You Die’ — an inclusion that was highlighted on The Oprah Winfrey Show.
Service certainly doesn’t take a back seat to taste at The Counter. As soon as customers step inside the restaurant, they are personally greeted by a team member with a clipboard listing the

extensive range of ingredients that allowsthemtodesign their own gourmet burger. Each member of staff has been specially trained to provide the very best in customer service, recommending great burger ideas and
the finest hand-craftedshakes. Its commitment to flavour and overall customer experience has meant that The Counter has generated an extensive appeal across all demographics, with adults, teenagers, younger kids, baby boomers and seniors all loyal return customers. The restaurant’s innovative menu is driving repeat business beyond the traditional lunch and dinner segments and is enhancing its status as popular afternoon or weekend hangout. As well as making its name as a first choice diner for a late-night meal, The Counter has established itself as the perfect place for an early bite, with its new morning menu allowing visitors to build their own tailor-made breakfast serving in nine steps.
The Counter caters to all lifestyles, from discerning health-seekers and vegetarians to meat lovers wanting the juiciest, tastiest food. The brand is fulfilling its aim in encouraging diners in the UAE to change the way they think about burgers, try new flavours and experience their own delicious,tailor-made burger.