By Jill Colvin
DNAinfo Reporter/Producer
MIDTOWN — Times Square's latest burger joint takes build-your-own to a whole other level.
The Counter Custom Built Burgers offers a jaw-dropping 300,000 flavor combinations, and will serve up spiked "adult" milkshapes to wash them down.
In addition to four different kinds of meats, the menu offers 12 different cheeses, including horseradish cheddar and imported Swiss, 33 toppings ranging from grilled pineapple to coleslaw, 21 sauces and four types of buns — giving almost unlimited combination choices.
The eatery is set to open Monday at the corner of Broadway and West 41st Street in Times Square.
But local diners, who got a sneak-peek of the fare during a free test-run Friday, gave the Counter mixed reviews.
Owner Luke Fryer said he first came across the chain in California, where it opened in 2003, and realized it was something New York lacked.
"You have so much selection in everything else. Why can’t you have it in a burger?" he asked.
As a Midtown resident, he was also disappointed by the local options. While there are many restaurants, he said most are touristy chains or grab-and-gos.
"It sounds ironic, but there's nowhere where anyone who actually works around here can go to grab a burger for lunch,” he said. "We saw a big opportunity to step in."
He promised the Counter was "not a glorified fast food joint" like the recently opened Shake Shack, and promised diners "fabulous" burgers and a "mind-boggling" selection.
But it wasn't to everybody's taste Friday.
Will Lee, 32, who lives and works near Times Square and said he rarely eats around the neighborhood because of a lack of options, was initially impressed with the concept.
"It’s really hard to decide," he said after scouring the menu, which diners check with a pencil to place orders.
Lee, who described himself as "a simple guy," eventually settled on a simple combination: Gruyere cheese, tomatoes and grilled and fried onions.
While he raved about the chain’s fried pickle appetizer and liked the toppings, he said he was unimpressed overall.
"It felt like frozen meat," he said, adding that, while it was nice to try, he likely wouldn’t be back.
His friend, Charles Yoo, 33, who lives in the East Village and also works nearby, ordered a turkey burger with provolone, mixed greens, sprouts, onions and tomato. He said he thought his bun felt dry, but "Overall, it was a good burger," he said.
Others were more impressed.
Westchester’s Tom Becker, 36, who was invited to try the eatery along with his Midtown co-workers, said he was excited to finally have a place for a sit-down lunch nearby.
"This is a good option," he said, between bites.
Geoff Yen, 25, who lives in New Jersey and works in Midtown, said he first came across The Counter visiting Los Angeles. When he heard it was coming to New York, he was eager to check it out. He ordered his burger with dried cranberries, dill pickles and sharp provolone cheese.
Overall, he was pleased, even if the burger didn't blow him away.
"It's better than your fast food places and certainly a lot more creative," he said.
Upper West Sider Andrew Spencer, 29, who said the burger was "fine" also got a kick out of the concept.
"Like most New Yorkers, I like it my way," he said with a smile, before digging in.
