14 December 2015
The Counter
Opening at Dubai Mall
The Counter opens second shop at The Dubai Mall
The Counter has opened its second location in the emirates at The Dubai Mall. The first branch opened at Meeras operated The Beach at JBR. Originally launched in California in 2003, the burger brand has since grown to over 40 locations in the USA (including three airport branches), with additional locations in Ireland, Malaysia, Saudi Arabia, and the United Arab Emirates. According to The Counter co-CEO Craig Albert, the new opening at The Dubai Mall is the beginning of a grand plan of expansion for the company across the MENA region, in partnership with Kuwaiti group Americana. “Dubai has been great to us, and we are thrilled to continue working with Americana as we launch this new wave of 40 store openings across the MENA region and in London,” he said. “We opened The Counter to introduce a fun, new way for guests to enjoy the beloved burger by offering options,” comments The Counter founder and co-CEO Jeff Weinstein. “We noticed consumers’ palates evolving and becoming more adventurous, and that was our market.” The menu operates around a DIY model that allows diners to create a combination from a menu of over 100 ingredients. The choice features patties such as a vegan or veggie burger, hormone- and antibiotic-free Angus beef, chicken, turkey, and shrimp. Extras include a selection of 14 varieties of cheese, 26 sauces, 45 toppings and six buns. The eatery, also offers menu options for vegans and children.
United Arab Emirates · 14 Dec 2015