Start a The Counter Franchise in 2024

Franchise 500 Rank: N/R Not ranked last year

Initial investment: $744K - $2M

Units as of 2020: 32 20% over 3 years

Customers keep businesses afloat, and businesses that meet customer needs may keep them coming back. The Counter is a custom burger restaurant that has captivated food lovers by giving them the power to create custom burgers.

Founded in 2003 by entrepreneur Jeff Weinstein, The Counter believes it began to experience real success when it gave burgers a personal touch. The Counter's build-your-own burger may be an exciting experience for customers who can create their ultimate burgers filled and topped with their favorite ingredients.

Customers may keep coming to The Counter since they have the freedom to choose and dine in a casual-dining atmosphere where the food, music, and décor blend immaculately.

Why You May Want To Start The Counter Franchise

If you have a passion for creating the best burger experience and satisfying customer tastes, then opening a The Counter franchise might be an exciting opportunity for you. The Counter is actively seeking to add individuals with an entrepreneurial spirit and a desire to take advantage of prospects in the industry to its repertoire..

The Counter attempts to accommodate the needs of potential franchisees with two business models to choose from. The first option allows franchisees to create customized burger restaurants in modern and progressive settings. The second alternative is to create a premium burger market that can seat 75 to 95 diners in an end cap location.

Opening a The Counter franchise could offer a more predictable outcome than investing in a completely new brand that may struggle to thrive in an already crowded and competitive industry.

What Might Make The Counter Franchise a Good Choice?

The Counter has fashioned itself as a place where customer needs are put first, and it all may start with the ability to choose custom combinations. Regardless of dietary restrictions or preferences, The Counter believes in the benefits of satisfying food lovers with a customizable menu selection. Franchisees should expect to run fluid and dynamic operations to optimize the casual and full-service restaurant environment.

To be part of The Counter team, you should make sure you're financially ready for an initial investment made up of a franchise fee and other startup costs. In addition, you should prepare yourself for ongoing fees that will include advertising, royalty, and potential renewal fees. Franchisees will also need to meet the company's set net worth and liquid capital requirements.

How To Open The Counter Franchise

Make sure to research the brand and your local area to see if The Counter would do well in your community. Before making any financial commitment or signing an agreement, you must perform your due diligence and establish if this is the right opportunity for you. As part of your due diligence, you may want to speak to existing franchisees and ask The Counter franchising team questions.

If awarded a franchise, franchisees may receive support from The Counter throughout the franchising process. In addition to pre-opening training, franchisees may receive support through brand awareness, marketing, research, and construction. They also could receive hands-on training and continued support after their units have opened.

Company Overview

About The Counter

Industry	Food
Related Categories	Miscellaneous Full-Service Restaurants, Hamburgers, Burger Restaurants
Founded	2003
Parent Company	MTY Franchising USA Inc.
Leadership	Eric Lefebvre, CEO
Corporate Address	9311 E. Via De Ventura Scottsdale, AZ 85258
Social	Facebook, Twitter, Instagram

Business Overview

Franchising Since	2005 (19 years)
# of employees at HQ	227
Where seeking	This company is offering new franchises in the following US states: This company is offering new franchises in the following international regions:
# of Units	32 (as of 2020)

Information for Franchisees

Here's what you need to know if you're interested in opening a The Counter franchise.

Financial Requirements & Ongoing Fees

Here's what you can expect to spend to start the business and what ongoing fees the franchisor charges throughout the life of the business.

Initial Franchise Fee Definition: The initial fee paid to a franchisor to join their system What you need to know: Found in Item 5 of the FDD, this may be a flat fee, or may vary based on territory size, experience, or other factors.The franchise fee is an up-front (one-time) cost that a new franchisee pays to the franchisor. This fee is usually due at the signing of the franchise agreement and covers the right to use the franchisor's trademarks, name, and related business systems.	$35,000
Initial Investment Definition: The total amount necessary to begin operation of the franchise What you need to know: The initial investment includes the franchise fee, along with other startup expenses such as real estate, equipment, supplies, business licenses, and working capital. This is outlined in a chart in Item 7 of the FDD, showing a range of possible costs from low to high.	$744,133 - $1,964,750
Net Worth Requirement Definition: The minimum net worth you must have in order to qualify to become a franchisee of this company What you need to know: Net worth is the value of a person's assets minus liabilities. Assets include cash, stocks, retirement accounts, and real estate. Liabilities include items like mortgages, car payments, and credit card debt.	$1,000,000
Cash Requirement Definition: The minimum liquid capital you must have available in order to qualify to become a franchisee of this company.	$500,000
Veteran Incentives Definition: A discount or other incentive offered to military veterans who buy a franchise with this company.	20% off franchise fee
Royalty Fee Definition: A ongoing fee paid to the franchisor on a regular basis. What you need to know: Most franchisors require franchisees to pay an ongoing royalty fee, which is detailed in Item 6 of the FDD. This fee is typically a percentage of weekly or monthly gross sales, but may also be a flat weekly, monthly, or annual fee.	6%
Ad Royalty Fee Definition: An going fee paid to the franchisor on a regular basis to support advertising or marketing efforts. What you need to know: This may also be called advertising fee, marketing fee, brand fund fee, and more, but the basic purpose is the same-- to support promotion of the brand systemwide. As with the royalty fee, it is detailed in Item 6 of the FDD, and can be a percentage of weekly or monthly gross sales or a weekly, monthly, or annual fee.	2%
Term of Agreement Definition: The length of time your franchise agreement will last. What you need to know: Franchise terms are typically anywhere from 5 to 20 years in length, but are sometimes instead dependent on factors such as the term of your lease. Once your term is up, you may have the option to renew your agreement, typically for a smaller fee than the original franchise fee.	10 years
Is franchise term renewable?	Yes

Financing Options

Some franchisors offer in-house financing, while others have relationships with third-party financing sources to which they refer qualified franchisees.

Third Party Financing	The Counter has relationships with third-party sources which offer financing to cover the following: franchise fee, startup costs, equipment, inventory

Training & Support Offered

Franchisors offer initial training programs and a variety of ongoing support options to help franchisees run their businesses.

On-The-Job Training	3 weeks
Classroom Training	40 hours
Ongoing Support	Newsletter Toll-Free Line Grand Opening Online Support Security & Safety Procedures Field Operations Franchisee Intranet Platform
Marketing Support	Co-op Advertising Ad Templates National Media Regional Advertising Social Media SEO Website Development Email Marketing Loyalty Program/App

Operations

Additional details about running this franchise.

Is absentee ownership allowed?	Yes
Can this franchise be run from home/mobile unit? Definition: The business can be run from your home and/or a vehicle, and it is not necessary to have a retail facility, office space, or warehouse.	No
Can this franchise be run part time? Definition: This business can be run by the owner on a part-time basis (less than 40 hours per week) and/or as a side business; it is not necessary for the business to be open/run full-time.	No
Are exclusive territories available? Definition: An exclusive territory is a fixed area in which you are given the right to operate and in which no other units of the same franchise may be opened. What you need to know: Territory size may be based on factors such as radius, population size, zip codes, and more. Details can be found in Item 12 of the FDD.	No