Jeff Weinstein '98

Having sold the development rights to over 60 restaurants in California, 31-year-old Jeff Weinstein has quickly captured the buzz of critics and customers through his unique Los Angeles-based burger joint, The Counter.

After being ranked number 15 on GQ magazines “20 Hamburgers You Must Eat Before You Die,” and referenced on the “Oprah Winfrey Show,” it did not take long for The Counter to boast monthly sales of over $245,000. Even before its hyped media exposure,
Weinstein’s concept was generating valuable buzz on the street as potential investors were lining up, eager to support the idea.

Weinstein’s creative concept for The Counter evolved out of his experiences working in exclusive restaurants and nightclubs. After graduating from the Providence Campus in 1998, Jeff developed a desire to do something that was completely different from anyone else in the industry. In 2001, he partnered with two friends and created an exclusive restaurant in Studio City called Firefly. After a few years of late night hours with a very limited clientele, Weinstein was eager to pursue the opportunity to cater to everyone by serving food that they all wanted. In 2003, he sold his investment in Firefly and went on to follow his passion of combining great food with friendly, made-to-order service.

When he started The Counter, his ambition was simply to make enough money to support his wife and himself. Today, Weinstein enjoys watching his business grow and seeing people who believe in his concept and are eager to support it. In the not-so-distant future, the JWU grad hopes to expand his successful business by opening between 400 and 600 restaurants across the country.

With an amazing 312,120 burger options, this one-of-a kind restaurant offers an ultra-customizable menu that is guaranteed to satisfy even the most unique and obscure tastes. Through the implementation of fresh ingredients, made-to-order service, a casual and relaxed atmosphere, and an assortment of beer and wine options, Weinstein has turned a simple idea into a thriving and innovative business.