About this Business
From Our Editors
When former fast-food execs Ed Rensi and Tom Dentice decided to open their own casual restaurant, they knew they'd have to do some research. In the years since they'd started in the business, the burgeoning foodie culture had transformed this beefy staple into a gourmet food. Honoring the dish's roots in American roadside diners, the duo decided to take a road trip, visiting about 100 restaurants across the country to study what made a gourmet burger.
What they found was a lot of hype and inconsistent execution, starting with inadequate equipment. For instance, the average commercial griddle has hot spots and cold spots that can be 30 degrees different. "You can't get a consistent cook … if you got that much range in temperature on the grill," Ed said. He also saw inconsistencies with ingredient quality: toppings can't save a burger, no matter how good, if a restaurant uses beef from spent dairy cattle. Likewise, good beef loses impact when dressed in drab toppings such as iceberg lettuce.
Once Ed realized what the gourmet burger needed—consistent process and quality across every ingredient—he and Tom went to work. They found an AccuTemp grill that uses steam pressure to uniformly heat the surface. They sourced Midwestern-raised Angus beef ground from chuck with the shoulder clod still intact. And they filled the 20-item condiment station—dubbed the "Tower of Taste"—with all-natural fixings such as three types of organic Heinz ketchup and mustards from Mustard Girl, a company started by a graduate student at the University of Wisconsin.
With a surefire process in place, Tom and Ed began extending their menu to other sandwich fillings, such as fresh chicken breasts, sushi-grade ahi tuna, and edamame burger patties. Sides also benefit from the duo's attention to detail. Hand-dipped ice cream and fresh strawberries swirl into strawberry shakes, which are served with extrawide straws that make it easier to sip when the drink is at its coldest. And at the drink station, fountains pour Boylan sodas sweetened with cane sugar rather than high-fructose corn syrup.