The Counter®, a Los Angeles-based custom burger restaurant, will open its first Japanese location at Tokyo Midtown on March 31st. The Counter, which opened in Santa Monica, California in 2003, boasts over a million customizable options. Guests can choose their burger from a variety of patties and cheeses to sauces and toppings, and each burger is handmade in-house after it's ordered. Guests can choose from a variety of burgers, from hearty burgers to salad burgers topped with plenty of vegetables, to suit their mood and occasion. The Counter operates 33 locations across the United States, as well as locations in seven other countries, including Mexico, Malaysia, and Ireland. In 2005, it was ranked in the U.S. edition of GQ magazine's "Top 20 Hamburgers You Must Eat Before You Die" and was featured in the 2011 ZAGAT Survey, America's No. 1 restaurant guide, as "an unprecedentedly unique hamburger chain." Its unique style has earned it widespread popularity.

The Roppongi store, which will open this spring, will also offer a wide variety of toppings in addition to patties, cheeses, and sauces, allowing customers to freely customize their hamburgers. In addition, for first-time customers or those who are unsure what combination to choose, the "SIGNATURE BURGERS" series will be available, with combinations recommended by The Counter. In addition, a burger exclusive to the Roppongi store will also be sold to commemorate the store's first arrival in Japan. The interior of the store has been designed to have an urban and international atmosphere that matches the Roppongi area, as is typical of this store, which creates spaces to suit a variety of locations and customer types.