By Nick Block
Staff Writer
This is no under-The-Counter deal. Mira Costa fans of The Counter in El Segundo may be pleased to learn that a new Counter restaurant is opening closer to the high school. John Shapiro is opening the newest The Counter restaurant on July 15 on Pier Avenue in Hermosa Beach.
This unusual burger joint gives customers many different options to make their own creations. One can order a cheeseburger or order a burger topped with hard-boiled eggs, dried cranberries, grilled pineapple and roasted green chilies. The Counter is going to be located in Plaza Hermosa, replacing El Pollo Loco’s former location, and is surrounded by Vons, CVS, Aaron Brothers, Jamba Juice and the UPS.
“I live in Hermosa, but the main reason for the location was the amount of available parking spots,” Counter owner Shapiro said.
The Counter has an option to order burgers on buns or in salad form. Customers are also given the option to add cheese and at least four toppings from a large selection, for a single price. Customers then can add sweet potato fries, french fries or onion rings.
“It’s a unique product,” Shapiro said. “It has great quality beef and a variety of toppings to choose from.”
Unlike in traditional restaurants, The Counter customers are given a menu and a pencil. The menu has a check list with five steps for food choice, and the last step contains information to become a part of “The Counter culture.” This allows the customer to receive news and exclusive offers.
“With so many options, it would be hard to remember everything that they order,” Counter waiter Justin said. “It is efficient when the customers check in the boxes.”
Choices of meat include beef, chicken, turkey, vegetarian options such as mushrooms and a monthly special. Customers can also choose from shakes, soft drinks and other beverages. Shapiro believes that the variety is what attracts customers.
“The Counter is a really nice and clean place to eat,” junior Yasin Ahmed said. “The service is excellent, and the way of ordering is unique compared to the average restaurant.”
Although Shapiro plans no immediate promotions, there may be some future enticements for football and baseball players at the local schools, whom he strongly supports. Advertisements will be in the Easy Reader and Beach Reporter, but paid advertisements will not be the focus of Shapiro’s public relations campaign.
“The best way of spreading the news of this restaurant is by word of mouth,” Shapiro said. “Giving customers a good experience will accomplish this goal.”
Many customers are surprised by the health-conscious ingredients at The Counter. The burgers are cooked fresh and are natural angus hormone burgers. The many salad dishes are some of the healthier options at on the menu.
“Hands down, this is the best burger I have ever had,” Counter customer Susan King said.
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