The Counter creator and owner Jeffrey Weinstein is a culinary school graduate who is largely credited with kicking off the current "better burger" trend. His chain of 38 eateries caters to everyone, he said, with long checklists that let each customer design their own burger. "This is the Me Generation, with their personalized phones and apps. Their food should be the same way, so they can come in a few times a week and not get bored."

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