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FRANCHISE RESALES

Buy a The Counter Custom Burgers Franchise

The Counter Custom Burgers is a full-service, better-burger restaurant franchise built around a build-your-own model. Guests assemble their own meal from more than 70 ingredients: seven proteins, eleven cheeses, dozens of signature toppings, made-from-scratch sauces, a choice of buns and fresh greens, producing more than a million possible combinations. Vegan, vegetarian, low-carb and gluten-free options sit alongside classic beef burgers and salads.

The first location opened in Santa Monica, California in 2003, and the brand began franchising in 2005. It is now part of Kahala Brands, the multi-brand franchisor owned by Canada’s MTY Food Group, and is operated through MTY Franchising USA from Scottsdale, Arizona. That parent network gives franchisees access to shared training, marketing and vendor infrastructure.

The Counter sits in the upscale, customizable corner of the casual-dining burger market, with restaurants typically running 2,000 to 3,000 square feet and 75 to 95 seats in lifestyle centers and mixed-use developments. It operates across the U.S. and in several international markets, including Saudi Arabia, the UAE, Ireland, Mexico and Malaysia.

Latest Resales

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Why buy a The Counter Custom Burgers Franchise?

Buying a The Counter franchise offers entry into an established gourmet-burger brand within a large and steadily growing U.S. burger category. The build-your-own format is a genuine point of difference in a crowded segment, giving the brand a recognizable identity and broad appeal across dietary preferences as consumer tastes shift.

Ownership comes with the backing of Kahala Brands and MTY Food Group, one of North America’s largest restaurant franchisors. That connection gives franchisees a veteran support team, in-house marketing and PR resources, and discounted goods and services through Kahala’s vendor partnerships, which can ease the cost pressures of running a full-service restaurant.

The Counter Custom Burgers Franchise Costs & Information

Based on 2025 data reported in the 2026 FDD

  • Brand Profile

    • Year Founded

      2003

    • Franchising Since

      2005

    • New Startup Cost

      $713,133 – $1,988,750

    • Avg. Resale Price

      Contact us for details

  • Franchise Fees

    • Initial franchise Fee

      $35,000

      for new territories

    • Transfer Fee

      $12,500

    • Royalty Fee

      6%

      of Gross Revenue

    • Marketing Fee

      1%

      of Gross Sales

  • Unit Performance

    • Total Units *

      8

    • New Units Opened *

      0

    • Units Transferred *

      0

    • Avg. Unit revenue *

      $2,311,053

    * Based on 2025 data reported in the 2026 FDD

The Counter Custom Burgers – Additional  Information

  1. Training & Support

    Incoming franchisees complete two weeks of hands-on, in-store training plus 80 hours of on-the-job training, followed by classroom instruction at the Kahala Training and Education Center (KTEC) in Phoenix. Ongoing support runs through a Regional Director of Operations or Area Developer with monthly check-ins, plus access to Kahala's in-house marketing and PR teams and discounted goods and services from its vendor partners. Resale buyers should confirm with The Counter what initial KTEC training and system access transfer to incoming owners and existing staff when ownership changes.

  2. Ideal Owner

    The Counter suits hands-on operators comfortable running a full-service, casual-dining restaurant and managing a front- and back-of-house team. Prior restaurant experience is not required, but strong operational discipline, staff leadership and a hospitality mindset matter most, since the model depends on consistent execution and guest experience. The customizable menu rewards owners who can hold quality and speed across a wide range of orders. Many franchisees run multiple units, so it also fits multi-unit investors building a local restaurant portfolio.

  3. Recognition & Awards

    The Counter has earned consumer-press recognition for its burgers, including GQ naming it among its "20 Hamburgers to Eat Before You Die," a "Best Burger" feature on Oprah, and inclusion in Thrillist's list of underrated burger chains, alongside local "Best Burger" honors. It also carries the credibility of parent Kahala Brands and MTY Food Group, a large multi-brand restaurant franchisor. For resale buyers, brand-level recognition should be weighed alongside the specific unit's local reviews, reputation and community standing.

  4. Industry / Market

    Burger restaurants are one of the largest segments of U.S. foodservice, generating roughly $173.6 billion in revenue with growth averaging about 3.3% a year over the five years to 2025, across some 87,000 U.S. locations (IBISWorld). Demand in the better-burger and fast-casual tier has been supported by consumers trading up for higher-quality ingredients and customizable menus. The category is competitive and sensitive to local foot traffic and labor costs, so for resale buyers a unit's location, catchment and operating efficiency are central to performance.

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