Restaurant Boom Continues

Another restaurant chain will be competing for diners in Connecticut. The Counter, billed as a premium burger restaurant, opened its first New England eatery at Blue Back Square in West Hartford earlier this month.

There are currently 13 Counter locations nationwide and one in Ireland.

The concept for the restaurant — a build-your-own-burger — was created in 2003 by California restaurant industry veteran Jeff Weinstein. The Counter touts itself as offering more than 300,000 possible combinations for a patron to prepare the perfect burger.

For the West Hartford location, a local former banker, Brett Long and his wife Beth, will own and operate the restaurant, according to a company press release.

“Ever since we announced The Counter was in the works, we’ve had an increasing number of inquiries from local residents who have visited The Counter’s original restaurant in Santa Monica,” Long said. “The Counter is going to be around for a very long time.”

Company officials said they are planning to add 10 new locations throughout southern New England and southeastern New York in the next five years.

The Counter’s announcement comes on the heels of the launches of national chains Einstein Bagel Bros. and Pollo Tropical into the Connecticut market.