The Counter

This franchise concept centers on a customizable, premium burger dining experience that invites guests to build their ideal burger from a wide selection of quality meats, toppings, sauces, cheeses, and buns. The model differentiates itself from traditional fast food by emphasizing fresh, high-quality ingredients and a creative, unconventional approach to the classic hamburger. The menu also includes options for plant-based patties, blended shakes, and catering services such as burger bars for events and corporate functions.

Targeting burger enthusiasts who value choice and quality, the brand appeals to a broad customer base seeking a more elevated casual dining experience. Franchisees receive support from the corporate development team and benefit from an established brand presence. The franchise is currently managed under MTY Franchising USA, Inc., which oversees development and expansion into new markets, with franchise inquiries handled through a dedicated franchising department.