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Top 100: The Counter No. 69

July 19, 2011

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69. The Counter Custom Built Burgers

Culver City, Calif. / No. of units: 25+

Opening its newest location in New York City’s Times Square on Dec. 20 allowed The Counter to end last year with a bang. Along with its traditional menu featuring build-your-own burgers, ice cream shakes, malts and floats, the new restaurant features a lounge menu with spiked adult shakes and a diverse selection of handcrafted beer and wine. The Counter also expanded its standard menu in 2010 by launching a Market Selection program that offers local and seasonal protein, cheese, toppings, sauces and bread. Another change last year: The Counter completed the rollout of the MICROS Restaurant Enterprise Solution (RES) and mymicros.net reporting and business intelligence features for all locations to improve management of its complex ordering process.