Morton’s in downtown Dallas donating profits of Sunday burger consumption to charity

Every Sunday from July through September.

DALLAS — Every Sunday from July through September, Morton's guests will have a chance to indulge in the '$19.78 Morton’s & Make-A-Wish Prime Sirloin Burger,' with $5 of each hamburger/fries entrée going to the Make-A-Wish Foundation.

Burger at Morton's Steakhouse

When Morton's co-founders Klaus Fritsch and Arnie Morton first worked together at the Playboy Club in 1978, Fritsch made his signature hamburger and sent it out for Arnie Morton to taste. Morton proclaimed it the best hamburger he'd ever tasted. From that day, they started the business partnership that has become Morton's The Steakhouse, with 79 locations around the world and an 80th branch opening in Florida this June.

That brings us to this present-day $19.78 burger offer. Why not a more traditional price such as $18.99? Because then the price wouldn't be a spin on the 30-year anniversary. The $19.78 represents the year 1978. If you priced it at $18.99, that would mean Morton's has been around for 109 years. If Klaus Fritsch and Arnie Morton were even alive in 1899, they would've been too young to open a steakhouse. The price has to be $19.78.

Source: Morton's