The Counter Franchise FDD, Profits & Costs (2025)

Founded in 2003, The Counter transformed the burger dining scene with its premium ingredients and innovative take on the classic burger joint. Its first restaurant opened in Santa Monica, California, marking the beginning of a brand that would later grow into multiple locations across the country.

What makes The Counter distinctive is its build-your-own-burger concept, where diners can choose from a vast selection of proteins, cheeses, toppings, sauces, and buns—creating more than a million possible combinations.

This personalized experience is offered in a relaxed, full-service setting featuring industrial-style interiors and upbeat music. By 2005, The Counter had launched its franchising program, expanding its reach and bringing its modern twist on the American burger to new communities.

The brand remains committed to quality, emphasizing fresh, locally sourced ingredients and exceptional service. Today, The Counter operates from its headquarters in Culver City, California.

Initial Investment

How much does it cost to start a The Counter franchise? It costs on average between $711,000 – $1,984,000 to start a The Counter franchised restaurant.

This covers expenses such as construction, kitchen equipment, furnishings, inventory, and other startup operating costs. The total investment can vary depending on factors like the size and format of the restaurant, its geographic location, and whether the franchisee decides to lease or own the premises. The Counter offers 2 types of franchises:

Restaurant Type	Initial Investment
Traditional Restaurant Franchise	$712,133 to $1,983,750
Non-Traditional Restaurant Franchise	$711,133 to $1,968,750

We are summarizing below the main costs associated with opening a traditional The Counter restaurant franchise. For more information on costs required to start a The Counter franchise, refer to the Franchise Disclosure Document (Item 7).

Type of Expenditure	Amount
Initial Franchise Fee for Traditional Location	$16,000 – $35,000
Initial Training Program expenses, including travel, room and board	$12,500 – $50,000
Lease Payments for Franchise Location Premises for First Three Months Plus Lease Security Deposit	$23,333 – $70,000
Professional Design Fees (Architect, Engineer, Kitchen Designer)	$10,000 – $17,000
Construction Costs and Leasehold Improvements	$280,000 – $515,000
Utility Hook Up and Impact Fees	$5,000 – $75,000
Kitchen Equipment Package	$155,000 – $262,500
Restaurant Equipment, Furniture, Small Wares, Interior Signage and Menu Panels	$75,000 – $136,500
POS Computer, tablet computers, and Software	$20,300 – $40,750
Project Management and Construction Management, Expediting and Submission Service	$0 – $30,000
Signs, Interior Art Package and Décor Items	$12,000 – $30,000
Attorney and Accounting Fees	$4,000 – $10,000
Security Deposits; Utility Deposits and Business Licenses and Permits	$3,000 – $30,000
Tableware, Small Wares and Supplies	$10,000 – $12,000
Inventory (Proprietary and Non-Proprietary Products)	$20,000 – $50,000
Insurance	$5,000 – $10,000
Grand Opening Marketing	$10,000
Wine/Beer or Full Liquor License	$1,000 – $400,000
Miscellaneous Costs to Begin Operations and Additional Funds for First 3 Months	$50,000 – $200,000
Total	$712,133 – $1,983,750

Average Revenue (AUV)

How much revenue can you make with a The Counter franchise? A The Counter franchised location makes on average $2,383,000 in revenue (AUV) per year.

Here is the extract from the Franchise Disclosure Document:

Frequently Asked Questions

How many The Counter locations are there?

According to the most recent data, the brand The Counter and its related concept had 8 franchised units and 3 company-owned units across the U.S.

What is the total investment required to open a The Counter franchise?

The total investment required to open a The Counter franchise ranges from $711,000 to $1,984,000.

What are the ongoing fees for a The Counter franchise?

The Counter franchise charges an ongoing royalty fee of 6% of gross sales. Franchisees are also required to contribute 2% of gross sales toward advertising and marketing efforts that support brand promotion and local outreach.

Who owns The Counter?

The Counter franchise is owned by the Canadian company MTY Food Group.

Disclaimer

Disclaimer: This content has been made for informational and educational purposes only. SharpSheets is an independent educational resource and is not affiliated with, endorsed by, or representing any franchisor mentioned on this website. Where noted, figures are taken from the franchisor’s Franchise Disclosure Document (FDD). In some cases, we may provide independent calculations or estimates based on publicly available information. We do not make any representation or warranties with respect to the accuracy, applicability, fitness, or completeness of the information presented in the article. You should not construe any such information or other material as legal, tax, investment, financial, or other professional advice. Nothing contained in this article constitutes a solicitation, recommendation, endorsement, advertisement, or offer to buy or sell any franchises, securities, or other financial instruments in this or in any other jurisdiction in which such solicitation or offer would be unlawful under the franchise and/or securities laws of such jurisdiction.

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