£20m LA burger concept is all about kitchen speed

The Counter 1

A property development firm that is investing £20m to bring a Los Angeles ‘build-your-own-burger’ concept to the UK has just opened the first of what will be a chain of restaurants.

Daniel Johns Group, which acquired the master franchise licence to open ‘The Counter’ restaurants throughout England and Scotland, has launched the first UK store in Glasgow.

The company appointed North East family-run kitchen house Restaurant Design Associates (RDA) to design and fit out the new site and get the venture up and running.

Prior to the kitchen being installed, RDA directors visited existing sites in the US before creating a bespoke, California-inspired design for the new branch, based at The Quay in Glasgow.

The restaurant, which can seat up to 100 covers, is designed to reflect the brand’s LA roots. In keeping with US dining culture, the focal point is the counter, which has a high-end marble effect finish.

Bar, booth and banquette style seating invites guests to experience a more social format – inspired by American-style diners – while an open serving hatch also offers a ‘live’ experience from the kitchen.

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Nick Bradley, director at Restaurant Design Associates, said: “The RDA team is thrilled to have helped bring US dining concept The Counter to Glasgow – its very first UK site. When we were initially introduced to the concept in Los Angeles at the start of this year, we felt the challenge would be to harness the key elements of US restaurant culture, and translate it for diners here in the UK.

 

“To introduce some of the California sunshine to Glasgow, we’ve included a wall-long façade featuring Santa Monica Beach, paying homage to the first opening for The Counter in Los Angeles. This sits alongside the ‘Burger Love’ wall, which offers diners the perfect backdrop for selfies and social media snaps – inspired by the Los Angeles street art scene.”

The Counter offers a checklist-style menu of over 100 ingredients creating over a million possible combinations, through which guests are granted the freedom to build the burger or salad that suits their specific palates and lifestyles.

Its menu allows customers to choose from six proteins, 14 cheeses, 23 sauces, 34 toppings, six buns, four bases and eight sides.

Daniel Johns Group is an innovative property development group that recently branched into food franchise. It is investing £20m to The Counter venture over the next five years.

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