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An LA create-your-own burger brand is opening one of its first UK outlets in Ilford

The Counter Customer Burgers, a premium build-your-own-burger brand that hails from Los Angeles, is to open one of its first UK restaurants in Ilford.

The franchise operated burger chain will open two new stores this summer, with its full-featured The Counter restaurant opening in Glasgow and its leaner, ‘fast casual’ restaurant, Built, opening in Ilford.

Managed by Daniel Johns who has acquired the franchise rights in the UK, the Ilford venue will focus on a quicker dining experience, giving diners the opportunity to create their own build-as-you-go burger.

Founded 14 years ago in LA, The Counter burger brand has developed a checklist system which provides over a million different combinations of customised burgers. It now has over 40 restaurants in the US and internationally in cities such as Dublin, Mexico City and Riyadh.

Jeff Weinstein, founder and Co-Chief Executive of The Counter said: “We often find that international travellers take a special interest in our US locations, so it only made sense to bring that excitement of the build-your-own burger concept to their markets.

“We know in the UK market there is an appetite for gourmet burgers and with our custom built burgers we feel we can bring a new and unique offering.”

Khalid Iqbal, who is Director of Daniel Johns, said that the Glasgow and Ilford venues were just the start of a planned UK-wide push for the brand.

He added: “We were attracted to The Counter® and BUILT® because of its commitment to delivering the very best experiences in both taste and service and attracting an enthusiastic clientele of burger lovers —a phenomenon that we aim to replicate in Glasgow and London.”

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