Counter's burger concept is big on choices

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Date AddedAugust 12, 2009 11:42:08 PM

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CategoryFast Food Franchises

Vicki LarsonPosted: 07/28/2009 05:02:04 PM PDT

Get ready for some Counter culture.
Wondering what I'm talking about? Come Aug. 24, give or take, you won't.
That's when the Counter - described on its Web site as "the 21st century's bold answer to the classic burger joint, ushering in a fresh era of industrial decor, today's music, cold beer, unique wines, cocktails and burger options that are only limited by your imagination" - opens in Corte Madera Town Center in the spot that once housed McDonald's.
It will be the fifth franchise to open in the Bay Area and the first in Marin, but not for long, according to Peter Katz, managing partner of the Northern California franchise. "If all goes well, we'd like to open more," Katz says.
Katz describes it as a "very different concept" - looking at the Web site, I'd have to agree. You start with a clipboard and choices, lots of them, at this sit-down, full-service restaurant with seating for about 70 inside and a small outside patio. Choose beef, turkey, veggie, grilled chicken or the burger of the month, which could be lamb or seafood; pick your size and bun; and then choose from a dizzying array of add-ons, including not-you-typical burger joint toppings such as fried egg, dried cranberries and spicy sour cream. All in all, there are 312,120-plus combinations. Talk about having it your way!
The Counter began in Santa Monica in 2003 by Jeffrey Weinstein, 33. When GQ magazine ranked the Counter at No. 15 in its list of "20 Hamburgers You Must Eat Before You Die" in July
2005, people started paying attention. Then it made it on Oprah and, well, you can guess the rest.
The Counter uses Angus beef raised on a veggie diet without hormones or antibiotics; burgers run $7 to $14 (or more with lots of add-ons).