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Build-your-own-burger brand’s second outlet in emirate offers ‘aburger for every lifestyle’
THE COUNTER® CUSTOM BUILT BURGERSOPENS IN THE DUBAI MAL
Dubai, UAE, December10, 2015:Following the success of its debut at The BEACH Jumeirah Beach Residence, The Counter® Custom Built Burgers—the original, premium build-your-own-burger restaurant—opens its newest location in Dubai this week, offering over a million possible burger combinations, along with a wide selection of signature burgers and burger bowls, bold sides and fries, and refreshing milkshakes, ice cream, and smoothies—all featuring the finest ingredients.
“We opened The Counter® to introduce a fun, new way for guests to enjoy the beloved burger by offering options,” said Jeff Weinstein, founder and co-CEO of The Counter®.“We noticed consumers’ palates evolving and becoming more adventurous, and that was our market.”
The Counter® offers a checklist-style menu of over 100 ingredients, through which guests are granted the freedom to build the burger or salad that suits their specific palates and lifestyles. From proteins—vegan/veggie patty, hormone- and antibiotic-free Angus beef, all-natural chicken and turkey, and shrimp—to the 14 cheeses, 26 sauces, 45 toppings, six buns, Six bases (on Lettuce Blend, mixed greens, spinach, kale, or quinoa, or on a bun), and 11 sides, guests have an abundance of options.
Veganoptions are available, in addition to a Kids’ Menu.For those who would prefer to forego the step-by-step burger building process, The Counter® offers a new list of expert builds and suggestions.
The Counter®’s commitment to delivering the very best experiences in both taste and service has attracted an enthusiastic clientele of burger lovers—a phenomenon that is expected to be replicated at The Dubai Mall. Since its inception in 2003, The Counter® has received a number of accolades from national media, including recognition from influential style publicationGQ Magazine as one of the “20 Hamburgers You Must Eat Before You Die” and a feature on the highest-rated talk show in American television history, “The Oprah Winfrey Show.”
“Dubai has been great to us, and we are thrilled to continue working with Americana as we launch this new wave of 40 store openings across the MENA region and in London,” said Craig Albert, co-CEO of The Counter®.
For more information about The Counter®, please visit www.thecounter.com. Follow the team on Facebook/TheCounterMe, on Twitter at @CounterBurger, and on Instagram @thecounterme
About The Counter®
Founded in 2003 by Jeff Weinstein, The Counter® set out to challenge the traditional burger joint. In partnership with Craig Albert, the Culver City, California-based brand grew into more than 40 stores. The Counter® offers a fresh, unconventional approach to creating the ultimate burger, offering a checklist-style clipboard menu that lists over a million possible burger combinations: seven proteins, 16 cheeses, 45 toppings, 26 unique sauces and eight types of buns. The Counter® offers a full-service, casual dining experience in an inviting space.
There are currently over 40 locations in the United States, including three airport locations. Additionally, The Counter® has locations in Ireland, Saudi Arabia, the United Arab Emirates, and Malaysia. For more information, visit thecounter.com.
About Americana
Since its inception in Kuwait back in 1964, Americana Group has grown into one of the largest and most successful corporations in the Middle East and North Africa region (MENA). Americana Group is managed to world-class corporate standards, with activities spanning 13 countries and a payroll of over 55,000 employees from 21 nationalities.
Americana Group’s main lines of business are operating food & beverage outlets, as well as manufacturing food products. With a network of over 1,400 outlets, it is not only the largest operator of restaurant chains in the MENA region, but also one of the most successful franchise operators in the whole world. The Group’s network encompasses 12 of the world’s most recognized brands in the Quick Service, Casual Dining and Fine Dining categories, such as KFC, Pizza Hut, Hardee’s, TGI Friday’s, Red Lobster, Olive Garden, LongHorn, Signor Sassi, Costa Coffee, Krispy Kreme and, most recently, The Counter. In addition, Americana Group’s thorough understanding of Middle Eastern tastes has led it to create 6 of its own homegrown brands, which have proven to be as successful with consumers as their global counterparts.
