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Let’s face it. We’re all divas. We want what we want when we want it. When we dine out, we can mix and match sides with entrees, but we’re eating someone else’s vision. At The Counter, it’s all about us.

Local owners Drew and Michelle Reed (photo) opened The Counter on September 21, 2009, after a two-year wait for the Ballard Blocks to be built. "We really wanted to open in Ballard," says Drew. "We like the community and even though this building isn’t the funky, old Ballard that is so loved, it really does match the aesthetic of Ballard. The building is LEED certified (Leadership in Energy and Environmental Design, i.e., a green building). Wood in our restaurant is FSC (Forest Stewardship Council) certified, and paints and adhesives are low VOC (volatile organic compounds). Oil is recycled and made into biodiesel. Cardboard, glass and plastic are recycled." Proud owner, yes, but also a man who has spent his life in construction. In any case, we know we’re green while eating at The Counter.

And eating at The Counter is an exercise in fun. You fill out an order sheet that lists everything they have in terms of protein (beef, chicken, turkey, veggie); size of protein which, by the way, is after-cooked, i.e., their 1/3 pound starts out as 7 ounces; type of bun or the option to go bunless, with your protein over greens; cheese; toppings from carrot strings to Black Forest ham; and sauces (28 of them). You can tell something about people as they choose—do they go straight for the protein or build something based on a sauce or cheese? Psychologists should be making a beeline for The Counter. Sides can complete a meal or be a meal themselves like the chili and turkey chili or even the fried dill pickle chips if you’re having that kind of day.

Options are endless. "People can create anything," says Drew. "They can make a grilled chicken Caesar salad or skip the protein altogether. I’m a meat eater and I love the vegan veggie burger. So many veggie burgers are ordered with bacon and cheese on them!" Michelle, a vegetarian, agrees. "I love to have a veggie burger and fried egg on an English muffin." The Hobo Pack is another great option for vegetarians—a parchment paper envelope filled with roasted vegetables and herbs. "For the choice-challenged, we do have pre-built burgers and sandwiches," laughs Michelle. There’s also a Market Select program where a specific burger is featured for six-eight weeks.

So we know it’s green and fun. But it’s also good. Beef is certified Red Angus, hormone and antibiotic free, always fresh, never frozen. Chicken and turkey are certified natural. The veggie burger is housemade fresh every day with 11 different vegetables, beans and rice. There are gluten-free options and one fryer is always kept separate for those items. Pure Canola oil is used for frying and every item is cooked to order.

The Counter sports a full bar with all tap beer from the Pacific Northwest and some local wines. They are also a full-service restaurant. "We take your order, bring your food and beverage to you and replenish your water," says Drew. It’s a great family place where kids love the choice aspect and parents can feel good about the healthy options like apples and carrot sticks, and the affordable kids menu.

Started in Santa Monica in 2003 by Jeff Weinstein as a one-location family business, The Counter took off fast. An LA entrepreneur with franchise experience, Craig Albert, thought Jeff could do something bigger. They formed a partnership that now includes 23 units, including Sydney, Australia and Dublin, Ireland. Ten-to-twelve stores are planned for 2010. "Unlike bigger franchises, this is still a small business run by two or three people who really care about what they do and who becomes part of it," explains Drew. "We’ve known Craig a long time and have watched The Counter grow. We moved to the Pacific Northwest in 2005. By 2007, we felt we knew enough about Seattle to take the leap and buy the Seattle market."

"We like being part of a young franchise," says Michelle. "Everyone is totally vested in making this brand successful. We like the concept. The intention is to be a little bit rebellious while providing great service and food. You can even join the online community called Counter Culture." As The Counter originators says, it’s less like a chain and more like a bracelet. "We do execute The Counter program, but we make individual choices," explains Michelle. "The happy hour was our idea. They provide structure and support, which we appreciate. We want people to understand this isn’t a hobby for us and that we’re not trying to build a machine. We really care about offering the best tasting food we can. We also know that when you’re building a restaurant, you’re joining a community and you have to integrate into that community."

It’s a concept that should take off. "Industrial décor," current music, family-friendly but with alcohol options and delicious food that you choose based on how you’re feeling at that exact moment. So go eat your dream at The Counter. Diva heaven!

Connie Adams/April 2010

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