The Counter Has Over 95 Restaurants Under Development, Scheduled to Open Throughout the Country Over the Next Three Years

Los Angeles, CA, January 06, 2007 --( Jeff Weinstein’s original premise for The Counter™ was simple. He wanted to create a laid-back, family-friendly hamburger joint, but with a modern look and ambiance. 

Weinstein accomplished his objective in December 2003 with the opening of The Counter in Santa Monica – the 21st century’s bold answer to the classic burger joint with its industrial décor, today’s music and most importantly, more than 312,000 premium burger options, each more creative than the other. 

In July 2005, GQ magazine columnist Alan Richman traveled across the country sampling 162 burgers in search of the “20 Hamburgers You Must Eat Before You Die.” The Counter – not even two years old – was featured on the list. 

The mention in GQ followed a glowing review by venerable Los Angeles Times and in February 2006, The Counter was included on the “Oprah Winfrey” show in which Gayle King sampled every all-beef patty on Richman’s GQ list. A favorable mention on the “Oprah” show is worth, well…

Boom! The Counter had monthly sales of $44,000 when it opened in December 2003. Ever increasing, they soared to $245,000 after The Counter was featured on “The Oprah Winfrey Show” and the buzz continues to grow louder. In July of 2006 Food & Wine magazine named The Counter one of the top three burger spots in America. 

Now, The Counter is poised to spread its wings in a big way from the Santa Monica strip shopping center where the original began. In early 2006, The Counter launched its franchising program in conjunction with Craig Albert, a successful franchisor with Tacone and City Kitchen. 

Over ninety-five restaurants are currently under development and are scheduled to open throughout the country over the next three years. The Counter recently opened the first franchised location in Palo Alto. Twelve to fifteen restaurants are expected to open in 2007, followed by 20 to 25 in 2008. Long-range projections call for as many as 400 to 600 U.S. locations. 

Systemwide sales for 2006 surpassed $3.3 million and with more restaurants opening, sales in 2007 are projected to surpass $15 million. 

The Counter’s franchising growth will come exclusively from corporate restaurants and multi-unit development, with franchisees operating a minimum of five locations within exclusive territories. 

In 2007, Weinstein plans to launch a new website and “The Counter Culture,” an online magazine. “Most of our programs and systems in 2007 will be focused around branding and marketing The Counter to customers and franchise prospects,” said Weinstein. 

“We are going to be the best out there and the industry leader in this segment,” said Weinstein. “There are not a lot of players in the premium-burger segment. The idea behind The Counter is to serve great food at a fair price.”

Sanderson & Associates
Kelly Templer