The Counter is an emerging chain of upscaled burger joints. The limited-service concept was founded with the goal of recreating the classic ’50s burger joint with a modern and chic twist. The Counter’s list of burger toppings is so long that the chain boasts some 312,120-plus burger configurations. The company prefers endcaps in upscale retail centers with heavy foot traffic and proximity to shopping and entertainment. Restaurants range from 2,700 to 3,000 square feet with seating for 110. Interior décor is modern and glossy, with brushed aluminum counters and seating. Jeff Weinstein, a former bar and
nightclub owner, developed The Counter and opened its first location in 2003 in Santa Monica, California. A second location debuted in Palo Alto, California, in 2006, after which Weinstein launched a franchising program. The chain has since expanded nationally.

LocationCulver City, Calif.
2009 Systemwide Sales$41,000,000
% Change in Sales67.3%
2009 U.S. Units22
% Change in Units29.4%
2009 Average Unit Volume$2,100,000*
% Change in AUV0.0%
Future 50 Year2010