Burger Manifesto
Burgers tend to evoke strong emotions, and A LOT of opinions (spoiler: I’m no different). Everyone has their own idea of the “best burger.” Consequentially, their idea usually comes accompanied by a litany of burger “do’s and don’ts” they define like hot-meat-crazed zealots: No ketchup, no lettuce, onions are gross, ketchup only, mustard is too spicy, salad on the side, brioche sucks, etc… The formula is simple: bun, meat, cheese, (bun), full stop.
Fuck that
While burgers can certainly be “pure,” the basis of “great burgers” is not holy ground. To that end, I am here to desecrate in the eyes of the burger purist. I aim to take, what I see as a nearly perfect food, and serve something a little more interesting… Despite being something sometimes uncomfortable, I will aim for always thought provoking and hopefully every damn day delicious.
Also, I get this isn’t ‘Nam. Obviously, there are rules here.
Well, maybe not rules… I have core values: concepts driving me toward a more genuine experience. But I’m not talking authenticity for the sake of authenticity… I hate the word “authentic.” In this case, overused is an understatement, and those that market it are usually missing the point. What I mean is asking questions like, “does it taste good?” and “does this added thing add value, or just attention?” and “is this approachable?”
As such…
I fucking hate stunt burgers
Take the donut-wrapped meat wad somewhere else; I do not think that shit is interesting. Neither are the gold flecked, caviar topped, douche vessels that cost enormous amounts of money. It probably enters your mouth cold as ice after all the stupid fucking pictures you took with it. Additionally, I could not care less about truffles and truffle oil, but I can see where they can exist in this space and so I leave it at that.
Our formula
So, what do I think (as if anyone is really asking) is the basis of creating a “great burger?”
- Inspiration: draw from experiences had or desired.
- Solid foundation: good meat, the right cheese, and fresh buns.
- Thoughtful design: components aligned with the inspiration that compliment the foundation.
- Meticulous execution: mise en place matters, dope with care, dress with purpose.
Let’s smash (burgers),
Jack