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The Counter opens on 7th Street with 'adult' milkshakes and custom burgers

By Hayley Fox
Published: Wednesday, May 02, 2012, at 11:44AM
The Counter Custom Built Burgers

Signature Counter Burger with beer and sweet potato fries.

The international burger chain The Counter opened a new location in downtown L.A. this week inside the Roosevelt building on 7th Street.

"Its exactly where I wanted to be," said franchise owner Greg Finefrock, who has spent the last three years looking for the perfect location in Downtown.

Finefrock said he's looked at more than 20 different spaces, searching for a location that would attract financial district workers during the day and loft-dwellers, L.A. Live visitors, and happy hour- goers at night.

The concept behind The Counter revolves around choices, with more than 300,000 different burger combinations available, according to Finefrock.

"The main thing about The Counter is we're about creativity and choice," he said. He added that they were the "exact opposite" of many restaurants who don't allow additions or substitutions.

The Counter joins the ranks of the burgeoning DTLA gourmet burger scene, accented by the opening of Umamicatessen earlier this year. Although Finefrock commends Umami for their food, he said that even there customers only have a limited number of choices.

Here's how it works at The Counter: Customers pick a protein (beef, chicken, turkey or veggie), then a cheese, sauce, toppings and buns. The veggie burgers are vegan friendly and made in house every day from 11 different vegetables, Finefrock said. Cheeses range from brie, to herb goat and horseradish cheddar and the more than 30 toppings that include hard boiled eggs, corn salsa and dried cranberries.

Finefrock said he and his business partner also own locations in West Hollywood and the Miracle Mile, but that the Downtown location has more of a "lounge" feel, with a full bar, five large TVs, a U-shaped center bar and large outdoor patio.

The restaurant opened the same weekend as the Expo line -- a pure coincidence, Finefrock said-- but one he his happy about. He said many of his employees use public transit to get to work, and he hopes the added accessibility will encourage more cross-town visitors as well.

The Counter's newest specialty is the spiked milkshakes which Finefrock said are exactly what they sound like. They take basic milkshakes and add some liquor; "It gives a little kick to it if that's what you're looking for," he said with a laugh.

The Counter's located at 725 West 7th Street. Hours of operation are: Monday to Thursday from 11 a.m. to 11 p.m; Friday to Saturday from 11 a.m. to 12 midnight; Sunday from 11 a.m. to 10 p.m.

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