Established
2003
Franchise Units
32
Minimum Investment
$1,500,000
Franchise Fee
$45,000
Total Investment Range
$3,000,000
Home Based
No
Description
The Counter is a premium gourmet burger franchise that redefined the fast-casual dining space by placing customization, quality ingredients, and modern design at the center of the guest experience. Built around a create-your-own burger concept, The Counter allows customers to personalize every element of their meal—from premium proteins and artisan buns to chef-inspired sauces and high-quality toppings—resulting in a dining experience that feels both indulgent and tailored.
Strategically positioned between traditional quick-service burger chains and upscale casual restaurants, The Counter occupies a strong niche within the gourmet burger segment. The brand appeals to a broad customer base, including millennials, families, and urban professionals who value fresh ingredients, transparency, and variety without long wait times. Its contemporary restaurant layout, open-kitchen atmosphere, and craft beverage offerings further elevate the brand’s appeal in high-traffic urban and suburban locations across the United States.
Why Invest in This Franchise?
The Counter franchise offers investors a compelling opportunity within the resilient and continuously growing fast-casual restaurant industry.
Key reasons to invest include:
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Strong brand positioning in the gourmet burger category
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High consumer demand for customizable, premium fast-casual dining
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Flexible restaurant formats suited for multiple real estate environments
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Multiple revenue streams including dine-in, online ordering, delivery, and catering
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Systems designed for scalability and multi-unit ownership
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Established supply chain and standardized operating procedures
Background
Established Year: 2003
Founders: The brand was founded by experienced foodservice entrepreneurs with a vision to elevate the traditional burger into a fully customizable, gourmet experience.
Brand Journey & Company History:
The Counter began as a single-location concept focused on personalization and ingredient transparency. Its innovative approach quickly gained popularity, leading to expansion across major U.S. markets. As the gourmet burger movement grew nationwide, The Counter became an early leader in the category, setting benchmarks for customization, menu variety, and modern fast-casual design.
The brand later expanded through franchising, growing its footprint domestically and internationally. Over time, ownership and leadership evolved to support long-term growth, operational optimization, and franchise development.
Market Presence in the USA:
The Counter operates in multiple states across the U.S., with restaurants located in metropolitan areas, lifestyle centers, and high-density suburban markets.
Industry Category:
Fast-Casual Dining | Gourmet Burger Franchise
Franchise Active Units: 32
Support Training
The Counter offers structured and ongoing franchise support to help owners launch, operate, and grow successful locations.
Pre-Launch Support:
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Real estate and site selection guidance
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Restaurant design, layout, and build-out support
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Vendor sourcing and construction coordination
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Pre-opening marketing and launch planning
Training & Operations Support:
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Comprehensive initial training covering operations, food preparation, service standards, and management systems
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Hands-on kitchen and front-of-house training
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POS systems, inventory control, and labor management training
Marketing & Brand Support:
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National brand initiatives and promotional campaigns
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Local store marketing tools and guidance
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Menu innovation and limited-time offerings
Ongoing Support:
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Field operations and performance reviews
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Continuous operational improvements and best-practice sharing
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Franchisee resources and ongoing education
Ideal Candidate
The Counter franchise is well suited for driven entrepreneurs and operators who are passionate about hospitality, quality food, and brand consistency.
Ideal franchisees typically include:
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Restaurant operators or first-time franchise investors with strong leadership skills
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Business owners with experience in foodservice, retail, or customer-focused industries
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Investors with sufficient capital to develop and operate a premium fast-casual restaurant
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Hands-on or semi-absentee owners committed to high service standards
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Individuals seeking development opportunities in high-traffic U.S. markets
Financial Detail
| Investment Category | Estimated Cost (USD) |
|---|---|
| Franchise Fee | $45,000 |
| Leasehold Improvements | $600,000 – $1,200,000 |
| Kitchen Equipment & Fixtures | $350,000 – $600,000 |
| Furniture, Signage & Décor | $150,000 – $300,000 |
| Technology & POS Systems | $25,000 – $50,000 |
| Initial Inventory & Supplies | $20,000 – $40,000 |
| Grand Opening Marketing | $20,000 – $50,000 |
| Training & Pre-Opening Costs | $30,000 – $60,000 |
| Working Capital (3–6 Months) | $250,000 – $450,000 |
| Total Estimated Investment | $1.5M – $3.0M |
