The Counter® Custom Built Burgers Expands To Mexico

Build-Your-Own-Burger Pioneer Introduces Customizable Offerings to Latin American Market with 18 Locations

January 22, 2015 // // LOS ANGELES, CALIF. – The Counter® Custom Built Burgers - the premium build-your-own-burger restaurant - announces a new deal with Restaurantes de Marcas Gastronomicas to become the first build-your-own-burger concept in Mexico, with the first unit slated to open Fall 2015.

In addition to offering over a million possible burger combinations - a burger for every lifestyle - The Counter® also serves a wide selection of bold signature burgers and burger bowls, flavorful side dishes, milkshakes, craft beers, and wine, all featuring quality ingredients.

"We are proud to bring this exciting brand to Mexico," said Alberto Diez de Urdanivia, president and CEO of Restaurantes de Marcas Gastronomicas, and operator of the new locations. "We are avid fans of The Counter® and believe that everyone in Mexico will have fun building and enjoying their own delicious burgers."

Alberto brings years of restaurant experience to successfully launch The Counter® in Mexico. Prior to Restaurantes de Marcas Gastronomicas, he served as General Manager of the franchises Spoleto, Gaoneras, and Sizzler. In 2009, Spoleto received an award for "Best Franchise" in the food and beverages sector by the Mexican Franchise Association. Alberto also served as a member of the Board of the Mexican Franchise Association, and was COO of Howard Johnson Hotels in Mexico.

"We are proud to represent great brands, such as The Counter®, to help them find the right master franchisee. Mexico offers great opportunities for the development of foreign franchises and the arrival of The Counter® confirms the growth and confidence in this sector," stated Ferenz Feher, CEO of Feher & Feher.

"We're excited to work with Alberto to bring The Counter® to Mexico," said Craig Albert, co-CEO of The Counter®. "With over a million possible combinations available on the menu, we can't wait to see the variety of burgers our neighbors down south will create."

The Counter® opened over ten years ago in Los Angeles with a goal to challenge the way people think about burgers. Since then, the burger restaurant has grown to more than 40 locations domestically and internationally, expanded its menu offerings to address the evolving palates of its guests, and continues to offer customizable, quality burgers and burger bowls. Ultimately, The Counter® is the destination for anyone - from the pickiest eaters to the adventurous ones - to get together and enjoy a burger that suits their respective preferences.

The Counter® Menu

The Counter® features "burgers with a conscience," using naturally raised, hormone and antibiotic-free Angus beef, grass-fed organic bison, all-natural chicken and turkey, ahi tuna, and a house-made vegan/veggie burger for their burger and salad style burger bowls. In 2013, the team introduced a gluten-free menu to provide options for those with specific dietary restrictions, and in 2014, The Counter® launched a new enhanced menu - from a redesigned variation of the original "clipboard menu" to an expanded selection of build-your-own ingredient options, burger and burger bowl builds, salads, starters, and desserts.

At The Counter®, guests build their own burgers by selecting from the following options using The Counter®'s checklist-style menu:

  • Step #1 - Choose a Burger: Pick a protein
  • Step #2 - Choose a Cheese: Choose from 16 imported and domestic cheeses including Danish blue cheese, Greek feta, herb goat cheese spread, horseradish cheddar, jalapeno jack, gruyère and soft ripened brie
  • Step #3 - Choose a Sauce: Top it off with one of 26 unique sauces including Korean bbq, spicy sour cream, sweet sriracha, basil pesto, chipotle aioli, peanut sauce, tzatziki or sun-dried tomato vinaigrette
  • Step #4 - Choose a Topping: Select from 49 toppings including crushed peanuts, sautéed mushrooms, sliced avocado, Applewood smoked bacon, homemade chili, carrot strings, dill pickle chips, dried cranberries, grilled pineapple, roasted corn & black bean salsa, applewood-smoked bacon, fried egg, avocado and spicy pepperoncini
  • Step #5 - Choose a Bun: Put it all between a choice of at least 8 artisan-baked buns like brioche style, ciabatta, pretzel bun, Hawaiian bun and English muffin – or in a bowl over a bed of organic mixed greens or lettuce blend.
  • Step #6 - Choose a Side:  Don't forget to add shoestring fries, crispy onion strings, quinoa salad, housemade chili or grilled vegetable skewers too

For more information about The Counter®, please visit Follow the team on Facebook/TheCounter, on Twitter at @CounterBurger, and on Instagram @TheCounterBurger.

About The Counter®

Founded in 2003 by Jeff Weinstein, The Counter®'s mission was to challenge the traditional burger joint. In partnership with Craig Albert, the Culver City, California-based brand grew into more than 40 stores. The Counter® offers a fresh, unconventional approach to creating the ultimate burger, offering over a million possible burger combinations with a choice from seven proteins, 16 cheeses, 45 toppings, 23 unique sauces and eight types of buns. The Counter® offers a full-service, casual dining experience in an inviting space with industrial décor and upbeat music.

There are currently over 40 locations in the United States – including two airport locations, along with another airport location opening in Terminal Two at the Los Angeles International Airport. In addition there are four international locations in Ireland, Saudi Arabia and the United Arab Emirates. For more information, visit

In 2013, The Counter launched BUILT® by The Counter, which serves the same premium, customizable burgers and burgers-in-a-bowl made famous at The Counter® but in a fast casual environment. There are currently three locations - Los Angeles, Miami, and San Diego - with another unit opening in Northern California in the spring of 2015. For additional information on BUILT®, visit

About Feher & Feher

Feher and Feher is a Mexican consulting firm with more than 20 years of experience in the development of businesses and franchise concepts. The company has counseled more than 750 national and international franchising companies in different business sectors, in addition to small business and big multinational companies. Feher & Feher has offices in the United States and Guatemala. It has successfully helped Mexican franchising companies to go to foreign markets as well as international companies to enter the Mexican market. In 2014, the company was recognized as one of the 10 best business accelerators in Mexico, as a result of its support to local entrepreneurs.

SOURCE The Counter®

Media Contacts:

Mary Park
United States
Murphy O'Brien Public Relations

Marissa Girolamo
United States

Aline Valdez Aranza
Alto Impacto En Comunicacion
O: 52-55/6585-0887
M: 52-55/9197-0350


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Founded in 2003, The Counter®'s mission was to challenge the traditional burger joint.


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