The Counter’s Commitment to Quality is Ahead of the Curve

A defined approach to the execution of the burger brand’s mission benefits everyone, from the franchisee to the customer

In a crowded burger industry, it can be hard for a franchise to stand out. Brands must differentiate themselves by maintaining a consistently deliverable standard, one which deviating from would cause a loss of identity. As a brand makes these decisions, it must weigh pros and cons of following a model of simplicity versus one of variety, as well as whether it is willing to make the sacrifices that come with a lower price point. The Counter® recognized the right choice wasn’t necessarily the easiest and has since made a name for itself by electing to prioritize quality above all.

With 39 units currently operating, start-up costs ranging from $786,000 to $2,355,250 and a franchise fee of $50,000, The Counter franchise is growing by implementing its values to provide a unique product. The checklist-style clipboard menu boasts 80-plus ingredients that can be mixed and matched into more than a million possible combinations, providing create-your-own options for everyone. Additionally, The Counter also offers signature burgers on buns or a bed of fresh greens, plus sandwiches, fries, milkshakes, craft beers and regional wines.

Frank Chao, franchise owner of The Counter in Pleasanton and Fremont, California, recognizes the industry trending toward a focus on health. “Customers are health-conscious, looking for no artificial ingredients. Our brand’s hormone-free meats, fresh produce and made-in-house sauces all speak to quality, allowing us to appeal to a larger client base. The Counter touches a wide demographic by existing as a healthier option, from Millennials to families that care about nutrition for their kids. “We provide better-for-you food that people are looking for,” Vice President of Restaurant Operations April Fogle said.

Chao said franchisees occasionally perceive quality as a “double-edged sword” due to higher cost of goods, though in his experience, customers are willing to pay at the higher price point for The Counter’s high-quality product. “What we experience is that burgers have a perceived value. We get compared to quick service, which has a price point customers are used to. That is where the premium burger is difficult until they experience it. We also get in the same breath that The Counter is ‘the best burger I’ve ever had.’”

Fogle also pointed out that one of her team’s primary focuses is to judiciously monitor these concerns as the industry fluctuates. “We work with our franchisees to help ensure that we maintain a high-quality experience while also balancing costs. Regularly factoring in labor costs, we are always exploring alternatives that maintain quality that we’ve built our mission upon,” she added.

For Chao, The Counter’s commitment to quality goes beyond the ingredients which helps position the brand for the future. “Customers have different palates and I’m proud to offer a menu that appeals to a changing appetite. We frequently have customers that experiment and are looking for something different. We cater to gluten-free, vegan, along with our hard core beef connoisseurs. Our brand’s variety speaks widely for us.”

The quality of the experience is also considered a critical factor in The Counter’s implementation of quality standards. Fogle believes The Counter’s distinct ambiance contributes to the brand’s recognizability and customer retention. “There’s a neighborhood feel to the restaurants. It’s the best of both worlds, because we are a chain that doesn’t seem like one. We’re big enough to give you support and a proven business plan, but small enough to be unique,” she added. Chao recognizes this as an important part of setting up a customer’s encore experience. “If we execute on food quality, service and ambience, customers walk away with a very positive experience, affirming the value of our brand’s product,” he added.

MTY Food Group, The Counter’s parent company, has established a strong foundation for its franchisees to expand upon and succeed beyond. MTY Food Group has a wealth of experience rolling out operational procedures and new products that The Counter’s franchisees have been able to tap into, bolstering its own operations and development efforts. Leveraging MTY Food Group’s expertise as a resource for something as specific as a seasonal burger release has bolstered the overall ease and confidence with which The Counter approaches its business, allowing franchisees the opportunity to pursue new standards of quality to instill growth.

©2018 CB Franchise Systems, LLC. All rights reserved. All other trademarks referenced are property of their respective owners. The information provided herein is for informational purposes only and is not intended as an offer to sell, or the solicitation of an offer to buy, a franchise; nor is it directed to the residents of any particular jurisdiction within the U.S. or elsewhere. The following states currently regulate the offer and sale of franchises: CA, HI, IL, IN, MD, MI, MN, NY, ND, RI, SD, VA, WA, and WI. If you are a resident of one of these states, or of a jurisdiction that has similar requirements, we will not offer you a franchise until we have completed the applicable registration or obtained the exemption from registration, and completed the applicable disclosure requirements. Regardless of what state you reside in, an offering can only be made by a franchise disclosure document.

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