The Counter originated in the US with it’s first store opening in L.A and is very popular among the stars, with Mila Kunis eating there 3 times a week during her pregnancy. The Counter was made popular by not only the giant counter in it’s flagship store but also the ability to be able to customize your burger as you like. An idea that Jeff Weinstein created from being a frustrated customer.
With one store already opened at JBR, the grand opening of the Dubai Mall branch was on Monday 7th December 2015. Along with it, foodies, bloggers and media were all invited for a live demonstration and introduction by none other than Jeff Weinstein himself, Owner and chef of The Counter. The co-host was none other than Kris Fade from Virgin Radio.
The store was set up with rows of chairs and we were given sample refreshments of various shakes ranging from fruity (orange smoothie with coconut and mango) to the most delicious of the lot – Apple Crumble, which was like a dessert in a drink. Highly recommended.
I was selected from the crowd by Kris Fade to get up in front of everyone to create my own burger with Jeff Weinstein. I told Jeff what I wanted and he customised my burger and then Kris challenged me to take a bite of it in front of everyone. Being a fellow Aussie, I couldn’t back down on the challenge. It was even posted live on his snap chat.
After some more burger creating and tastings we were then asked to take a seat in the restaurant booths so we could select our meals. Each person is given a menu with an option to select ready made burgers or to create your own. If you decide to create your own you may be there for a little while as there is extensive choices, for first timers, this may be a little overwhelming but the friendly staff are on hand to guide you through.
Our table of 4 opted for a side of chicken wings to start. They were a little smaller in size but had a sweet but spicy dipping sauce on the side.
We had also ordered some fries to accompany our burgers which came out first as the burgers were a little more complex with everyone customising their own. The fries we tried included the parmesan french fries (my personal favorite, crunchy, cheesy and addictive), sweet potato fries, Sriracha fries and chilli fries. I enjoyed them all so much I couldn’t stop eating them. Until I realized I still had a shake and a mammoth burger to get through…
You can also customize your own drinks! I ordered a milk shake as my drink consisting of Nutella and pretzel which resulted in a salty chocolate shake with a nice crunchy texture under a heavy dollop of whipped cream. Absolute heaven.
My burger was the first to arrive on our table. I opted for the single chicken breast on a brioche bun with sliced avocado, crispy onion strings, grilled pineapple, coleslaw, tomato, brie cheese, with hickory bbq sauce and roasted garlic aioli which comes served on the side instead of on the burger which prevents the burger from becoming soggy. A pet hate of mine at other burger joints.
All of the burgers at Counter are made with ingredients sourced from the US with the beef being hormone and antibiotic free and the chicken used is 100% natural chicken breasts. They also provide vegetarian options. You don’t have to have your burger on a bun either. The carb conscious can opt to have it served in a bowl.
As a special surprise to the guests (unfortunately not available to the public) Jeff created a special dessert for us all. It was a Krispy Kreme Donut sliced in half to act like a burger bun, chocolate mousse filling to look like a meat patty, strawberries to look like tomato slices and banana slices to imitate cheese. Very cute, clever and delicious at the same time.
The counter gives you thousands of combination options so you’ll never get bored of eating the same thing. So if you haven’t tried them yet, what are you waiting for? 🙂