The Counter is an emerging chain of premium burger joints. The limited-service concept was founded with the goal of recreating the classic ’50s burger restaurant 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 restaurant/bar/lounge 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 Counter currently has two international locations with additional restaurants slated to open this year in Dubai and Saudi Arabia.

LocationCulver City, Calif.
2010 Systemwide Sales ($000)$49,000,000*
YOY Sales Change19.5%
2010 U.S. Units26
YOY Unit Change18.2%
2010 Average Unit Volume ($000)$2,050,000*
Future 50 Year2011

*Technomic estimate

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