Veteran Restaurateur Focuses on Quality, Service After a Decade in Business

Peter Katz always dreamt of running his own restaurant one day. In college, he gained firsthand experience during his summers as a server at local diners and joints around campus. After graduation, Katz started his career as a software engineer in banking before shifting into marketing and sales management within the high-tech industry.

“I worked for a couple startup companies during my early career, and in 2005, felt a need to shift into a venture that I was truly passionate about,” said Katz. “I’ve always wanted to invest in a burger company, so when the opportunity arose to invest in a gourmet burger concept, I flew to Santa Monica to meet with the founder of The Counter, Jeff Weinstein and his partners to have a burger with them and learn more about the place. We put a deal together on the back of a napkin that day.”

Katz originally signed on to open one restaurant, but soon recognized an open market for a gourmet, build-your-own-burger concept across Northern California, and pulled together a team of business partners including his brother, Andy Katz and friend, George Haymaker to help expand out the brand’s presence.

Soon after, Katz and his partners opened the second Counter location in 2006 in Palo Alto. Today, the group has grown the company’s presence across Northern California, managing seven locations in total.

“Back when I opened my first location in Palo Alto, you could only find a high-quality, gourmet burger at high-end restaurants in the area. There wasn’t a fast-casual space dedicated to perfecting the American staple. The Counter – with limitless ingredient combinations and quality ingredients – completely changed the burger game,” said Katz.

The Counter is committed to quality, boasting more than 80 fresh ingredients and a create-your-own process where guests create a tailored, handcrafted burger using a checklist style clipboard menu. Along with gourmet burgers, the California-based chain offers sandwiches, specialty fries, 14 oz. milkshakes and a wide selection of craft beers and regional wines.

“We offer guests a custom-built burger in a casual, fun space without sacrificing quality or taste. That’s been our motto since day one,” said Katz.

Looking ahead to the rest of 2018, Katz is focused on running his seven locations and furthering the brand’s recognition and reputation throughout Northern California. Find out more about franchising opportunities with The Counter here.