Hamburger chain The Counter opens in Shops at Legacy in Plano

by Teresa Gubbins

This isn't a burger, it's a science experiment.

PLANO — The Counter, a chain-in-the-making launched in California in 2003 that specializes in -- yawn -- burgers, has opened its first Texas branch at the Shops at Legacy in Plano.

The talking points are two: 1. premium ingredients 2. customization. Neither of these concepts is revolutionary. Who, after all, isn't doing upscale burgers. As for the customization, it clones the approach pioneered locally by Which Wich, in which (which! ha) you're handed a sushi-like ticket you fill out with your choice of bread, cheese, toppings, etc. At Which Wich, your menu is the long paper bag in which your sandwich is served. At The Counter, it's a far more officious clipboard. You pick from beef, chicken, turkey, veggie, and specialty seafood, plus 10 cheeses, 26 toppings, 17 sauces, and 3 buns. The average per-person bill is $12.50.

The chain is being franchised locally by Todd Murrah, Richard Chavez, and their investment partner Matthew Dismore (no relation to Doors drummer John Densmore). Murrah and Chavez both worked at Pappasito's Cantina and also partnered up to open six Wing Stops and two Smoothie Kings (who make the absolute worst smoothies of all). They intend to open a minimum of five additional locations of The Counter in the Dallas area over the next few years.

Along with the burgers come fried pickle chips, sweet potato fries, and crispy fried onion strings along with additional appetizers, sandwiches, and desserts. Best news comes last: The Counter in Plano has a full bar.

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kirk, says:

How do the burgers taste?

Anonymous

2 years, 3 months ago
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Billusa99, says:

What are the window coverings and disposable cupware going to look like? What about the floor covering?

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2 years, 3 months ago
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ryetronics, says:

I ate at this place in Santa Monica a few months back. The burgers are pretty good. I concocted a southwestern style burger with no bun, so it was kind of a burger salad and was quite tasty. But as mentioned in the article, usually a burger tastes like a burger. The place was packed though and featured in the Southwest Airlines magazine on the plane, so business was booming.

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2 years, 3 months ago
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zazzled, says:

My wife and I ate at the Plano/Shops at Legacy location Wed., Aug, 29 and were not impressed with the burgers. I would rank Cheesecake Factory, Adair's, Snuffer's, Chili's, Mooyah and many other burgers over this burger. We were told by the server that their burgers are served medium, but ours was served med-well to well with no pink in the center. The fries and onion rings were good, but no better than any others you could find at most any other restaurant. We will not be going back, and as stated in the Miller High-Life commercial, The Counter must be out of its mind to charge $10+ for sub-par and overcooked burger. Toppings are served, and charged for, a-la-cart.

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2 years, 3 months ago
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kirk, says:

I liked the hamburgers better than Zazzled, but agree that prices push the value envelope to the breaking point. Burgers, a fries sampler split three ways, and soft drinks added up to $15 a person, before tip, on two visits (lunch and dinner) last week.