April 02, 2015 // Franchising.com // LOS ANGELES, CA – The Counter® Custom Built Burgers, the premium build-your-own-burger restaurant offering over a million possible combinations, and BUILT® Custom Burgers, its fast-casual concept, announce their 2015 growth plans with new franchisees, which include three new locations overseas, a new agreement in Mexico, and eight units across the U.S.
Within the first two months of 2015, The Counter® opened in New Brunswick, NJ with additional restaurants to open in the following locations throughout the year: Riyadh, Saudi Arabia; Kuala Lumpur, Malaysia; Mexico City, Mexico; Palm Beach Gardens, FL; two locations in Phoenix, AZ; and Cupertino, CA. BUILT® Custom Burgers opened at the University of Miami in January 2015, and will open in San Francisco, CA, and Los Angeles Airport (LAX) Terminal 2.
“We first opened The Counter to allow guests to have fun with their burgers, knowing that no two palates are the same,” said Jeff Weinstein, founder and co-CEO of The Counter ® and BUILT®. “Over the years, we’ve enjoyed watching the guests exercise their creativity with the builds, and we’re excited to see how the new markets will take advantage of this burger freedom.”
“We feel fortunate to have met the right franchisee partners who understand our concepts and want to introduce them to new markets,” said Craig Albert, co-CEO of The Counter ® and BUILT®.
The Counter® and BUILT® embraces “burgers with a conscience,” using the best ingredients available - naturally raised, hormone and antibiotic-free Angus beef, grass-fed organic bison, all-natural chicken and turkey, and a house-made vegan/veggie burger for their burger and salad style burger bowls. In 2013, the team launched a gluten-free menu to provide options for those with specific dietary restrictions.
In 2014, The Counter® introduced a new menu with even more “build-your-own-burger” ingredients, including healthier options - such as quinoa, kale, and veggie skewers - and new signature menu items including the Korean BBQ Burger, Sweet Sriracha Fries, and a Build-Your-Own Grilled Cheese option.
Popular sides, treats, and beverages include the parmesan fries, fried pickles, handspun ice cream shakes, craft beers and wine, and adult milkshakes, including wine milkshakes such as Chocolate Cherry Pinot Noir.
For more information about The Counter® and to view the complete directory of locations, please visit thecounterburger.com. Follow the team on Facebook/TheCounter, on Twitter at @CounterBurger, and on Instagram @TheCounterBurger. For more information on BUILT®, please visit builtcustomburgers.com and follow the team at Facebook/BuiltBurgers and on Twitter at @BuiltBurgers.
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 a checklist-style clipboard menu that lists over a million possible burger combinations: 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. The Counter® also has international locations in Ireland, Saudi Arabia and the United Arab Emirates. For more information, visit thecounterburger.com.
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 www.builtcustomburgers.com.
SOURCE The Counter®
Murphy O’Brien Public Relations
Murphy O’Brien Public Relations