Burger Time

USC’s The Daily Trojan Savages The Counter’s New Burger Concept

Built Custom Burger
Built Custom Burger

Earlier this month, L.A.’s successful chain The Counter hatched a new build-it-yourself burger concept next to USC called Built Custom Burger, stripping down the restaurant to its patty, bun, and cheese choices and a notoriously long list of toppings. USC’s Daily Trojan takes an early look inside of the place, and is less than impressed. Although the burger itself is called “very tasty” and the fries get a redonkulous level of praise, the scribe complains that the prices quickly add up to the point where one could “add a couple more toppings and you might as well go to on-campus joint Morton Fig, where the $15 burger and fries are a clear cut above fast-casual offerings.” Citing a lack of atmosphere and originality, writer Eddie Kim sums up the bad in saying, “More often than not, the burger arrives hungover on heat, beat helplessly against the currents of fiery propane until gray, mealy and tough…For now, Built resides firmly in the purgatory of the generic — neither particularly cheap, nor craveworthy, nor charmingly unique. “

Built fails to re-engineer build-your-own burger format [TDT]

USC’s The Daily Trojan Savages The Counter’s New Burger Concept