Article

The Counter launching new concept in L.A.

The smaller format is perfect for non-traditional settings.

March 6, 2013

Although The Counter is already known to many as a fast casual, build-your-own-burger concept, the chain is rolling out an even "faster" version of the restaurant called BUILT Custom Burgers by The Counter. The new concept will open in some traditional settings but was mainly designed for non-traditional locations, including airports and university campuses that usually have smaller footprints, said Jeff Weinstein, founder and co-CEO of The Counter.

"At BUILT, we're giving our customers the same quality of ingredients and service they'd expect from The Counter, only in a quicker way to accommodate their on-the-go schedules," he said. "The original The Counter was a place to kick back and enjoy a burger and a beer. BUILT is the next evolution as we continue to grow and expand to college campuses and airports, including San Diego Airport in 2013, and University of Miami in 2014."

The first BUILT will open this month in downtown Los Angeles, near the University of Southern California at Figueroa and Exposition.

The menu
Similar to The Counter, BUILT will allow guests to create custom burgers choosing from millions of possible combinations, from the protein and the bun to toppings and the sauces. However, unlike the clipboard menu synonymous with The Counter, the new burger bar will feature a build-as-you-go process, where patrons can select the options in queue and witness burger building on the spot, Weinstein said. 

Rendering of BUILT

The menu will also see subtle changes, including smaller burgers at a lower price point. For example, guests may order a one-fourth pound burger patty as opposed to The Counter's one-third, two-thirds and 1-pound versions. Carb-conscious guests can still opt for the Burger in a Bowl option. Starters and sides include fries, sweet potato fries, seasonal slaw, potato salad and a daily side special. BUILT will also offer a selection of ice cream shakes and beverages from the Coca-Cola Freestyle machine.

To accommodate diners on-the-go, guests can create their burgers online ahead of time for pick-up at the restaurant at www.builtcustomburgers.com.

The look
The 1,800-square-foot space seats up to 40 diners and has an industrial vibe that reflects the neighborhood; it has black and white subway tile, dark wood finishes and polished concrete floors, Weinstein said.

The Counter lives
The Counter's original format will continue to expand, as BUILT launches in non-traditional spaces.

"It's not so much an old design vs. new design; it's just a different way of doing it," Weinstein said.

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