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The Counter debuts Burger Bar delivery, catering service

The Counter burger chain this week is launching a delivery and catering option called Burger Bar that will bring the casual-dining chain’s custom-designed burgers offsite.

In time for the Super Bowl this weekend, but added as a permanent feature, Burger Bar allows guests to select a variety of burger patties, toppings and buns that they can pick up or have delivered to their home, office or other location for a minimum of eight people to build their own meal.

The move follows that of Burger King, which is testing delivery service in the Washington, D.C., area.

With 33 locations in 10 states, The Counter will offer Burger Bar in all its locations except one, said Mike Costello, The Counter’s director of marketing.

“This is a key initiative for 2012, to provide an offsite option,” Costello said. “We’ve long gotten requests for offsite burger drops.”

The Burger Bar is priced at $9.95 per person.

To order, guests can fill out a form on the casual-dining chain’s website that allows them to select a variety of burger patties — beef, chicken, turkey or veggie — and up to three types of cheese, four toppings, four sauces and three types of buns.

Sides and custom-made salads are also available for $1.50 to $2 more per person, and more premium toppings, such as avocado or chili, are also available for an additional $1 per person.

The components are packaged individually so hot food stays hot and cold food stays cold, and guests can build their burger as they choose.

“It’s more fun for the person doing the ordering because they don’t have to go around and ask everybody what they want and how they want it,” Costello said.

Since The Counter is a mostly franchised chain, delivery options — including possible additional fees and radius for delivery — are up to the individual franchise operator, Costello said.

In the future, The Counter may offer more in the way of catering, such as chafing dishes and service staff.

Costello estimates Burger Bar could add significant incremental revenue to the chain.

“Even an eight-person order could increase sales for that day by several percentage points,” he said.

For Super Bowl Sunday, The Counter is adding an extra benefit: Guests who order their spread by Friday could get it free.

If the second-half kickoff is returned for a touchdown, certain locations of The Counter will consider all Burger Bar orders for that day on the house, Costello said.

“Who doesn’t like betting on the Super Bowl?” he said.

Contact Lisa Jennings at [email protected].
Follow her on Twitter: @livetodineout

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