Glasgow will gain a new burger experience when The Counter opens this week at The Quay. The fashionable, premium LA restaurant franchise offers over a million possible ways to build your own burger. The new location the first in the UK, with plans for further expansion over the next five years. The Counter opening in Glasgow on 6th June will be followed by BUILT, its “fast casual” incarnation opening in Ilford, London.
With plans to invest £20 million over the next five years, the new ventures will be managed by Daniel Johns, who acquired the franchise rights to open The Counter and BUILT restaurants in England and Scotland.
The Counter Custom Burgers offers an unconventional approach to creating the ultimate burger, offering a checklist-style clipboard menu that lists possible ingredients, enabling consumers to create new burger combinations.
There’s a choice from seven proteins, 13 distinct cheeses, 34 signature toppings, 21 unique sauces and 11 types of buns or fresh greens.
“We opened The Counter® 14 years ago in Los Angeles with a goal to challenge the way people think about burgers. Since opening in 2003, we’ve grown to more than 40 US locations and internationally, expanded our menu offerings, honed our operating model and now, we’re excited about bringing our new burger experience to the UK”, said Jeff Weinstein, founder and Co-CEO of The Counter.
“We often find that international travellers take a special interest in our US locations, so it only made sense to bring that excitement of the build-your-own burger concept to their markets. We know in the UK market there is an appetite for gourmet burgers and with our custom built burgers we feel we can bring a new and unique offering,” added Jeff.
Visitors to the new restaurant will be able to pair their Clyde-built custom burger with milkshakes, fries, onions or craft beer.
“We are proud to bring this exciting custom-built burgers concept to the UK for the first time,” said Khalid Iqbal Director of Daniel Johns. “Glasgow and London are the first of several locations planned for UK and we can’t wait to bring The Counter and BUILT to other parts of the country.”
“We were attracted to The Counter and BUILT because of its commitment to delivering the very best experiences in both taste and service and attracting an enthusiastic clientele of burger lovers — a phenomenon that we aim to replicate in Glasgow and London,” Khalid added.
Since its inception in 2003, The Counter has received a number of accolades from national media, including recognition from GQ Magazine as one of the 20 Hamburgers You Must Eat Before You Die.
The Counter
The Quay
West Paisley Road
Glasgow
G5 8NP