The Counter

The Counter® is a contemporary dining experience that reimagines the classic burger joint by offering a customizable menu with over a million possible combinations. Founded in 2003 in Santa Monica, California, The Counter has expanded its presence both nationally and internationally.

It has locations in the United States, Mexico, Ireland, Saudi Arabia, Ghana, and Japan, catering to a diverse customer base worldwide.

Build Your Own Burger™ Concept

At the heart of The Counter's concept is the "Build Your Own Burger™" approach, allowing guests to craft their ideal burger by selecting from a variety of proteins, cheeses, toppings, sauces, and buns.

This extensive customization ensures that each burger is tailored to individual preferences, catering to a wide range of dietary needs, including vegetarian, vegan, and gluten-free options.

Menu Offerings

The menu also features a selection of craveable starters, creamy shakes, and a curated list of beers and wines, enhancing the dining experience.

The Counter's commitment to quality is evident in its premium ingredients, from quality meats to inventive sauces and toasted buns, all designed to deliver a flavorful and satisfying meal.

Catering Services

In addition to its diverse menu, The Counter offers catering services, providing custom burger bars for various events such as:

• Meetings
• Birthdays
• Anniversary celebrations
• Other special occasions

This service allows guests to enjoy the customizable burger experience in a group setting, making it a versatile option for different occasions.

Recognition and Audience

The Counter's innovative approach has garnered national acclaim, with features in major publications and appearances on prominent shows.

The concept appeals to a broad demographic including adults, teens, kids, baby boomers, and seniors, making it a popular choice for a casual yet upscale dining experience.

Locations

As of August 2025, The Counter operates locations in:

• Santa Monica, CA, USA - the original flagship
• Los Angeles, CA, USA - located in the Miracle Mile area

Both venues offer the full range of The Counter's customizable menu and catering services, maintaining the brand's commitment to quality and customer satisfaction.