NEW BRUNSWICK, NJ—A new chain restaurant is officially open for business at 341 George Street as of Friday, January 23.

Located in the heart of downtown New Brunswick, in a space once occupied by Soho on George, "The Counter" will be open for lunch and dinner and also includes a full bar.

The restaurant is the chain's second location in New Jersey.  Other nearby locations are in Clifton and New York City.

While the vast majority of its restaurants are on the West Coast, where the chain started, The Counter also has locations as far away as Ireland, Saudi Arabia, and United Arab Emirates.

The main appeal of The Counter is that customers are able to build their own burgers by choosing ingredients from extensive lists of meats, buns, toppings, and sauces.

In addition to beef patties, the menu features exotic burger choices such as ahi tuna, bison, and vegan veggie. It is possible to forgo the bun and create a "burger bowl," a customized salad similar to Chipotle's "burrito bowl."

Guests can create new favorites with 25 offbeat sauce options like Korean BBQ, housemade tzatziki, apricot sauce, and habanero salsa. There are also appetizers, salads, and sandwiches.

For dessert, there are milkshakes in fun flavors such as bananas foster, strawberry shortcake, and Thin Mint, but people are free to customize their milkshakes too. There are even boozy milkshakes for the grown ups.

The bubbly staff, giant plush booths, and colorful accents make for a fun and hip atmosphere, making the Counter a potential new hot spot.

Politics Reporter at New Brunswick Today |

Christina reports on politics, focusing on elections, women's issues, and labor. She is an East Brunswick native and proud Rutgers graduate.