The Counter
Food & Beverage · Fast Casual
Description
What is The Counter?
At the heart of The Counter's appeal is its commitment to quality ingredients and culinary creativity. Guests can choose from a variety of premium proteins including beef, bison, turkey, chicken, and plant-based options like the Impossible™ Burger, making it an inclusive destination for all dietary preferences. The customization experience extends to an extensive selection of artisanal buns, fresh toppings, signature sauces, and premium add-ons, allowing customers to craft their ideal burger experience.
The Counter's modern, industrial-chic atmosphere creates a welcoming environment that appeals to a diverse clientele, from families to young professionals. The restaurant's commitment to quality extends beyond just burgers, featuring creative sides like parmesan fries, sweet potato fries, and crispy onion strings, along with indulgent hand-spun shakes.
What sets The Counter apart is its ability to cater to modern dietary trends and preferences, offering gluten-free, vegan, and protein-style options. The franchise has successfully expanded internationally, with locations across the United States and presence in countries like Ireland, Japan, and Saudi Arabia, demonstrating its universal appeal and strong business model. For entrepreneurs looking to enter the thriving fast-casual restaurant sector, The Counter offers a proven concept that combines customization, quality, and contemporary dining trends.
- Premium customizable burger positioning with creative construction focus
- 21 years of established brand heritage since 2003
- Quality meats, inventive sauces, and gourmet ingredients
- Catering services with custom burger bars for events
- Experiential dining concept emphasizing menu customization
- Above-average revenue performance significantly exceeding sub-sector metrics
Location Analysis
Where The Counter wins
The Counter's fast-casual concept has found particular success in urban and suburban locations, with a notable presence in areas like their Vintage Business Centre location. Their geographic distribution demonstrates strength in markets combining business districts and residential areas, particularly in locations with strong foot traffic and proximity to retail centers. The brand has established a balanced presence across the country, from coastal regions like California and Washington to midwestern states like Illinois and Indiana, with varying levels of market penetration in each region.
Expansion opportunities exist in underserved markets, particularly in states with limited presence such as Hawaii, Iowa, and Connecticut. Ideal new locations should target areas with higher median household incomes, strong daytime population density, and proximity to commercial centers. The brand's proven success across diverse markets over its 20-year history suggests strong potential for continued strategic expansion in markets with similar demographic profiles.
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Financial Analysis
The numbers behind The Counter
The reported gross revenue of $2,361,580 substantially outpaces the sub-sector average of $696,569, though prospective investors should conduct thorough due diligence on unit-level performance variations. With only 16 units operating since establishment in 2003, The Counter represents a boutique franchise system with 21 years of brand heritage and limited scale compared to major burger chains. This smaller footprint may indicate selective growth strategies but also suggests reduced brand recognition and system infrastructure.
The fast-casual burger segment benefits from consumer demand for premium, customizable dining experiences, though faces intense competition from established players. The Counter's focus on gourmet ingredients and creative burger construction aligns with industry premiumization trends, particularly appealing to affluent demographics seeking experiential dining.
Ideal investors should possess substantial liquid capital given the high investment threshold, restaurant industry experience, and patience for brand building in competitive markets. The limited unit count suggests potential territory availability but requires careful market analysis.
Financing partners
Vetted partners, tailored to franchisees
Your Franzy advisor can connect you with these partners later in the process — competitive rates, specialized in franchise financing.
FranFund
CRF USA
Nonprofit SBA lender; provides financing for franchise acquisitions, startups, and expansion.
First Bank of the Lake
Pension Pros
FDD Item 7
Initial investment range
Per FDD Item 7, total initial investment ranges from $724,133 to $1,983,750. The midpoint $1,353,942 is what most franchisees report at signing — financing typically reduces cash-at-close by 80–90%. Knowing the investment range helps you plan confidently and ensure you're fully prepared to make the leap.
FDD Item 19
Average gross sales
According to Item 19 of the Franchise Disclosure Document, The Counter has an average gross revenue of $2M. (Note: This information is based on the latest FDD in our records. Please review the Franchise Disclosure Document (FDD) and confirm this information directly with the brand. We make no claims of accuracy for the information presented.)
Growth over time
Franchise footprint
2024 Franchise Disclosure
FDD documents
Below are items 2, 3, 4, 7, 11 and 19 for The Counter's 2024 FDD. The complete FDD is delivered to you directly by the franchisor, per the FTC Franchise Rule.
Connect to download Items 2, 3, 4, and 11 — direct from the franchisor.
Buyer FAQs
Frequently asked questions
The initial investment for a The Counter franchise typically ranges between $724,133.00 and $1,983,750.00. This includes the franchise fee, equipment, real estate, and other startup costs. To get a detailed breakdown and better understand the financial requirements, we recommend scheduling a call with the Franzy team. We'll walk you through the specifics and answer any questions you might have. For more detailed information, refer to the financial sections of the FDD.
Disclaimer. The information provided on this page is based on the latest Franchise Disclosure Document (FDD) that is publicly available and that we have on record, which was issued in 2024. This information is for informational purposes only and is not intended to constitute legal, financial, or business advice. We make no guarantees or claims regarding the completeness or accuracy. For the most current and detailed information, we recommend consulting the franchisor directly for the most recent FDD and regarding any questions that you may have about the information provided.
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