The Counter Franchise

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Detailed Information

Capital Required
$786,000 - $2,355,250

Liquid Capital
$500,000

Net Worth
$1,500,000

Financing Assistance
No Financing Available

Training and Support
Available

Initial Franchise Fee
$50,000

CEO Name
Stanley Ma

Company Owned Units
3

Existing Units
31

 

Overview

The Counter prides itself on delivering an upscale, highly customizable lunch and dinner menu centered around its signature burger. Although the customizable burger is central to the concept, the restaurant also serves sandwiches, salads, side dishes, milkshakes and more. The major concept of The Counter is that it takes a basic American diner staple and upgrades it by using fresh, high-quality ingredients. At The Counter, customers can assemble their burgers by selecting the type of bread, protein, toppings and sauces. Customers can also opt for burger bowls, which omit the bread.

The Counter caters to a wide variety of customer tastes. Its menu features vegan, vegetarian and gluten-free options. The Counter locations are typically located in or near retail and business centers. Each location consists of a dine-in restaurant; take-out is available. The Counter also serves beer and wine.

Why Choose Us?

Over the years, The Counter has built a strong brand that has gained a loyal following. It continues to stand out from other burger restaurants due to its large selection of options and continuing commitment to providing a high degree of customization. The Counter is also known for using high-quality ingredients and proprietary recipes to produce delicious burgers and other dishes. As the company continues its expansion in the US and worldwide, there are many opportunities for potential franchisees.

The Counter prides itself on the extensive training and support it provides to franchisees, both before and after opening. Franchisees benefit from regular check-ins, as well as access to the company's marketing and promotional resources. Currently, The Counter's franchising is under the management of Kahala Brands, which has extensive experience in successfully managing a variety of food franchises.

Ideal Candidate

Franchisees must commit to adhering to The Counter's proprietary recipes and requirements for sourcing ingredients. They must also prepare to implement the company's requirements for décor and locations.

History

The Counter was founded in 2003 by Jeffrey Weinstein, who opened the first location in Santa Monica, California. He based his business concept on upgrading the basic burger and providing as many customization options as possible, as he wanted a restaurant that did not tell customers what to order.

In 2005 Craig Albert joined as co-founder and the company began operating as a franchise. The company's innovative concept of offering a build-your-own-burger or burger bowl experience proved to be popular. The high quality of the menu items was also noted by media outlets such as GQ Magazine, which included The Counter burgers on its list of must-eat hamburgers.

In 2017, Weinstein and Albert sold the company to MTY Food Group, whose subsidiary Kahala Group is currently in control of The Counter's franchising.

Training And Support

The Counter prides itself on the extensive training and support it provides to franchisees, both before and after opening. Franchisees benefit from regular check-ins, as well as access to the company's marketing and promotional resources.

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