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In an effort to reinvent the lowly hamburger, burger shops keep on piling topping after topping under the banner of innovation. In the pursuit of more, we forget what makes a great burger great: the fundamentals.
In The Beef, we just want to make terrific burgers without the shiny stuff. We pick out rich, soft bread, make sure it gets nice and buttered, grind our own beef, and sear its surface on a fiery flat top to get a beautiful, brown crust. We then throw it all in one dignified sandwich with the perfect proportion of all its essentials. And not to forget, we serve our buns with perfect crispy-mushy french fries.
In the four years that we’ve been operating, we’ve stuck to our initial menu of just three items: a hamburger, cheeseburger, and fries. Until today, we still don’t see the need to make a change.