1851

For years, the restaurant industry has been struggling to accommodate the habits of a new, increasingly food-conscious generation of consumers. It&rsquo;s not exactly breaking news that millennials are more concerned about what they are eating than previous generations. Still, the specific consumer habits associated with that trend have proven hard to pin down. Consumers are still looking to indulge when they eat out, which is why health-food concepts&mdash;once pegged as the logical conclusion of evolving consumer demands&mdash;have remained a niche market. So how does a restaurant achieve broad appeal in an increasingly segmented marketplace? By offering control, which is exactly what<a href="https://www.thecounterfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=a-focus-on-customization-lets-the-counter-stand-out-from-the-burger-crowd-2706589" target="_blank" rel="nofollow" style="text-decoration:none" target="_blank"> The Counter Custom Built Burgers</a>&trade; is offering their rapidly growing customer base.

&ldquo;It&rsquo;s right there in the name,&rdquo; said Rachel Cohn, Director of Marketing for Kahala Brands&trade;, the managing company of <a href="https://1851franchise.com/thecounter" target="_blank">The Counter</a>. &ldquo;We specialize in a customized experience, and that&rsquo;s what has set us apart from other restaurant franchises.&rdquo;

The Counter allows customers to build their ideal burger, choosing from a range of proteins, cheeses, toppings, sauces and buns or greens, each checked off on a paper menu that encapsulates the brand&rsquo;s hip, casual vibe, evoked also in the restaurants&rsquo; industrial d&eacute;cor and upbeat music.

The Counter&rsquo;s emphasis on customization has made it one of the few restaurant concepts that accommodate the new and diverse wave of specialty diets, from paleo to gluten-free to ketogenic, which have made ingredients from every corner of the food pyramid off limits for some diners. The Counter has even become a favorite among vegetarians, offering not just veggie burgers, but also the meat-like Impossible&trade; Burger.

&ldquo;For burger lovers, our all-natural beef patties are as good as it gets, but even for those who don&rsquo;t eat beef, we still offer the best burger in town,&rdquo; Cohn said. &ldquo;Customers can get organic bison burgers, vegan veggies burgers, turkey, chicken, mahi-mahi and&mdash;the option vegetarians have been most excited about&mdash;the Impossible burger, which bleeds, sizzles and tastes just like a beef burger, but it&rsquo;s made entirely from plants.&rdquo;

The Impossible Burger was introduced to The Counter restaurants last fall, and it was just one of the restaurant&rsquo;s frequent menu innovations.

&ldquo;We were one of the first concepts to offer a custom burger experience back in 2006,&rdquo; Cohn said,&rdquo; but we&rsquo;re never done innovating. We are always introducing exciting new proteins, sauces and toppings to help make sure we are offering the most exciting and diverse experience for customers.&rdquo;

By offering a menu of proteins, buns and toppings that can be mixed and matched in more than a million combinations, The Counter&reg; created a concept that appeals to virtually every taste and dietary restriction.

That universal appeal will likely prove a crucial benefit to The Counter as the brand begins expanding to meet an increasingly consumer demand. The franchise already has locations in states across the U.S., including California, Idaho, Texas, Florida, Virginia, Hawaii and New York, and the development team is currently seeking owners for new restaurants in new and existing markets.

Startup costs to open a The Counter Custom Built Burgers&trade; restaurant range from &nbsp;$786,000 to $2,355,250, including a $50,000 franchise fee. To learn more,<a href="https://www.thecounterfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=a-focus-on-customization-lets-the-counter-stand-out-from-the-burger-crowd-2706589" target="_blank" rel="nofollow" style="text-decoration:none" target="_blank"> thecounter.com/franchise</a>.

&copy;2018 CB Franchise Systems, LLC. &nbsp;All rights reserved. All other trademarks referenced are property of their respective owners. The information provided herein is for informational purposes only and is not intended as an offer to sell, or the solicitation of an offer to buy, a franchise; nor is it directed to the residents of any particular jurisdiction within the U.S. or elsewhere. &nbsp;The following states currently regulate the offer and sale of franchises: CA, HI, IL, IN, MD, MI, MN, NY, ND, RI, SD, VA, WA, and WI. If you are a resident of one of these states, or of a jurisdiction that has similar requirements, we will not offer you a franchise until we have completed the applicable registration or obtained the exemption from registration, and completed the applicable disclosure requirements. &nbsp;Regardless of what state you reside in, an offering can only be made by a franchise disclosure document.

&nbsp;

A Focus on Customization Lets The Counter® Stand Out From the Burger Crowd

1851 Franchise

The brand’s wide variety of made-to-order options has made it one of the most popular burger concepts in franchising

This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

a-focus-on-customization-lets-the-counter-stand-out-from-the-burger-crowd

Minuteman Press International

Minuteman Press Franchise Owner Tim Lorman (right) accepts Top Overall Performance Award.

Minuteman Press Franchise Review: Tim Lorman Talks Career Change From Real Estate to Printing in Denver, CO

minuteman-press-franchise-review-from-real-estate-to-printing-in-denver-co

Shuckin' Shack

Photo of Shuckin' Shack team member and guests in restaurant

Shuckin’ Shack Oyster Bar Enters Q3 With 3 Openings on the Horizon, Growing Buzz Around Upcoming Fresh & Raw Tour

shuckin-shack-2025-growth

Pet Wants

The Power of Personalization: How Custom Nutrition Plans Drive Business Success at Pet Wants

the-power-of-personalization-how-custom-nutrition-plans-drive-business-success-at-pet-wants

Griswold

Griswold Franchisee Beth Copeland Featured in Entrepreneur Magazine

griswold-franchisee-beth-copeland-featured-in-entrepreneur-magazine

Fresh Coat

Photo of two Fresh Coat franchise owners wearing branded polos

How Fresh Coat Franchisees Scale Through Commercial and Multi-Family Projects

scale-painting-franchise-commercial-projects

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities - 1851 Franchise Agg

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities 

health-care-hiring-slowdown-in-home-care-franchise-opportunities

Caribou Coffee Names Scott Kennedy CEO, Eyes Continued Growth

caribou-coffee-names-scott-kennedy-ceo-eyes-continued-growth

McDonald’s Launches New Extra Value Meals as Consumer Demand for Value Continues to Climb

mcdonalds-launches-extra-value-meals

Power Eats: Smoothie King Rolls Out Food Nationwide To Fuel Franchise Growth

smoothie-king-food-menu-power-eats

Keurig Dr Pepper Splits in $18 Billion JDE Peet’s Deal, Creating Global Coffee Giant

keurig-dr-pepper-splits-in-18-billion-jde-peets-deal-creating-global-coffee-giant

Unlocking Franchise Growth: Why Investors Are Turning to Sola Salons and Woodhouse Spas

radiance-holdings-sola-woodhouse-franchise-investment

Jollibee -Launch-Story-Brand-Page-Deep-Dive-2025

Jollibee Franchise Costs, Fees, Profit and Data for 2025

jollibee-franchise-costs-fees-profit-and-data-for-2025

HomeVestors Leans On Neighborly Growth and Radical Transparency To Court Real Estate Investors

homevestors-franchise-mike-oberholtzer

image of dillas quesadillas franchise interior 

Why Dillas Quesadillas Is the QSR+ Brand Fans Didn’t Know They Were Waiting For

dillas-quesadillas-qsr-brand

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

Franchisee spotlight graphic with photo of Ricki Oberoi and Layne's Chicken Fingers logo

Multi-Unit Wendy’s Operator Signs 12-Unit Deal With Layne’s Chicken Fingers

ricki-oberoi-laynes-chicken-fingers-growth

Hardee’s Lawsuit Highlights the Risk of Going Off-Model in Franchising

hardees-franchise-lawsuit-paradigm-investment-group

Young Entrepreneur Parth Patel Is Bringing Paris Baguette to the Cleveland Area

young-entrepreneur-parth-patel-is-bringing-paris-baguette-to-the-cleveland-area

Cleaning Franchises Offer Stability and Scalability in a Changing Economic Landscape

cleaning-franchises-offer-stability-and-scalability-in-a-changing-economic-landscape

DevHub - Meet the Supplier - 1851 Franchise

DevHub: Scalable Digital Marketing for Franchises and Multi-Location Brands

devhub-meet-the-supplier

A Focus on Customization Lets The Counter® Stand Out From the Burger Crowd

MORE STORIES LIKE THIS