Elevation Burger has a single location in Dubai, but its presence is huge, thanks to a lighted 18- by 14-square-foot sign atop Latifa Tower, a 56-story building with offices and residential space. Elevation opened a two-story unit inside the tower last week.

Locals are already calling it the "Elevation Burger Tower," which is better than any marketing tactic the chain could have launched, said Hans Hess, Elevation Burger founder and CEO.

"We knew the sign was going to be a big hit, but we never knew just how big," he said.

Although this is the first Elevation Burger in Dubai, it's the sixth in the Middle East. The other five are in Kuwait, Bahrain and Saudi Arabia.

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