The New Burger Bar

Me outside with my menu!

This week I was presented with a very valuable opportunity. My close friend Natalie Stahl was given 4 free tickets to an opening of a new burger place right on Figueroa by campus. Due to her mom's friend, who is a PR manager for the company, we were chosen as some of the first guests to try out "Built: Custom Burgers" and give our feedback to the restaurant. Besides the obvious free meal, I saw this as a great opportunity to use my critical evaluation skills for the new restaurant. Built is a new branch of The Counter- the upscale "build your own burger" chain of California. The idea was to create a fast and casual version of the place, that is cheaper in order to appeal to the population of college students in the area.

Natalie and I arrived at the location around 1, where we met Cary and Katherine, our two other friends joining us. There were a few other people standing outside and a crew member with a clipboard checking in the different parties. I didn't realized that it was a closed event and you had to be on the "VIP List".

I liked the outside decor for opening day. Brown paper bag like material lined the windows. It gave the place a modern urban feel, a style that definitely attracts the university's students. I thought it was funny that the restaurant was placed right next to the "Pizza Studio", a build your own pizza joint. This style of restaurant, like Chiptole (also on the street) works well for college students. It's fast, cheap, and customizable. This makes it easy to grab something when your on the run, or go with a big group because there is something for everyone.

The Burger Bar

The doors finally opened and we jumped in line ready to build our burgers. The assembly line was set up with chalkboards designating which step of the burger process you were at. You began with which type of patty you wanted. I decided to stick to the basics and get an all beef burger. I wanted to customize all the ingredients I would topple on. The next station was the bun. All of my friends ordered the "bun of the day"- the pretzel bun. I wasn't feeling like anything too salty so I stuck with the original here as well. Yes, this was a boring burger so far. As we waited for the line to shift one of the crew members encountered a problem. One of the oversized pretzel buns got stuck in the toaster! Reminded me on the time the toaster oven in my apartment got stuck and one of my roommates almost started a fire! Luckily he handled the situation pretty well and was able to remove the bun and continue helping customers. Next was the fun part: the condiments. Because the meal was free we could add on as many regular or premium condiments that our heart desired. Cary's goal was the make the biggest burger they'd ever seen. Not too difficult because we basically the 5th customers. I chose the coleslaw, sautéed onions, and the roasted tomato. For the sauce I went with the Roasted Garlic Aioli. I liked how you could test the different sauces, so many to choose from. At the end of the line I picked the featured fingerlings for my side. These potatoes were similar to the smush potato fries from Umami. Small little round potatoes with the crispy skin still on.

One of the employees adding my
roasted tomatoes (a premium
ingredient) to my burger.

My burger and fries! Don't know how a normal fry ended
up in the mix?

We grabbed one of the bar tables and started to devour the burgers. I really liked the combination of all of my ingredients. The coleslaw was fresh and not too mayonnaise-y. I asked for only a little bit of it, but the burger builder piled on basically a pound. Both the sautéed onions and roasted tomato brought a lot of rich flavor complimenting the aioli that I used my fork to dab on before each bite.  It is a little strange how they serve the sauce on the side.  But I guess it makes sense because the burger is already so messy.

My messy tray.  Not an easy or glamorous meal to eat.

Unfortunately my patty was a little dry and pretty cold.  It was so large that it barely fit in the small cardboard box they serve it in.  It's a good idea because most of the burgers end up being pretty sloppy with all the ingredients.  I'm surprised Cary's double patty and bacon burger with almost every vegetable possible fit inside.
  

The line took a while to work through and by the time I sat down the whole meal was basically cold. I'm sure once the staff works out all the kinks the line will become more efficient. No potatoes will beat the smush potatoes at umami, but a did enjoy the the crispy skin on the fingerlings. They were just a little bit too oily for my taste.

The restaurant also offers a burger bowl option.  You can get your burger in a salad bowl, without a bun, with all the same options for your combinations. This is great because the restaurant can cater to even more people (those on diets, gluten free, or just not feeling the bun).

The lady sitting next to me ordered
the burger bowl.  When I asked her how
she liked it, she said "it was just ok".

I very carefully filled out my evaluation card, trying to be as critical as possible.  The overall ambiance of the place was great.  No complaints there!  The staff was very friendly, but they obviously still had a few issues to work out.  The bun incident was just an example, but there were a few other times in line where it didn't seem like the employees were communicating efficiently.  When I asked for the sautéed onions the staff member just yelled sautéed onions to the kitchen, I don't think anyone heard.  But at least I still got them on my burger.  I also gave them a low mark on accuracy because of the coleslaw.  I specifically asked for less but the guy piled on more!  The value was pretty good.  Even though this time my burger was free, $10 is a pretty good deal for a burger with anything you want on it.  Definitely cheaper than the counter.

Overall the employees were very friendly and I could tell they were all excited for their first day on the job. Built is a great addition to the restaurant row slowly developing on Figueroa just off campus. I'm positive this place will be a big hit with all of the students!

My evaluation card.

An Ode to Umami

Currently I am taking an Arts and Letters course called "On Beauty".  We discuss the representation and symbolism of beauty in works of literature and film.  So far I've enjoyed most of it.   I really liked a few of the poems that we read, and the way that Beauty is portrayed in Plato's symposium.  We also watched the film "American Beauty", a classic with Kevin Spacey.  Even though it was a pretty dark movie, I thought most of the characters were really interesting to discuss.

Our most recent assignment was to write a personal essay on an object or event that we thought was beautiful.  This was quite difficult to do without using the actual word "beautiful".  Not only did we have to physically describe it and the emotions linked with the experience, but we had reflect on it.  The last part of the paper was supposed to describe how this shaped our perception of beauty (i.e. what we have learned about beauty from analyzing it).

Most people decided to write about their experiences at concerts, in nature, or just everyday objects.  At first I was thinking about writing about my experience of surfing with the dolphins in San Diego, but I don't feel that emotionally tied with it, especially because it was so long ago.  I decided to dedicate my paper to the Umami Burger (which I have yet to post about! Even though I've been there about half a dozen times).  I promise, its coming soon.  So here it is!

The Fifth Sense

            My appetite has peaked after a long day of walking on Main Street in Santa Monica.  As I sit and wait for the delivery, my stomach begins to hurt from its feeling of emptiness.  Losing all patience, I am constantly turning my head looking for the waiter to burst through the kitchen doors holding what I have been craving.  My mouth is beginning to water as I think about the sensation of flavor I am about to experience.  Although I could probably eat anything after the appetite I have worked up from a long day at the beach, I know that only one thing could satisfy me. 

            The time has come.   A hand reaches around my shoulder and delivers the quintessential meal.  Like a pearl placed on a velvet pillow, the Umami hamburger rests in the middle of a modern square plate.  The plate acts like a platform, completely clean besides the precious sandwich bestowed on top.  

The base is a fresh baked bun.  Slightly toasted, the sweet bread is just firm enough to have the thick patty lay on top.  It remains soft enough to soak up the juices, but not become soggy.  Cooked medium-rare, the patty can be perceived as dangerous or poisonous to many.  The pinkish center emits a flavor matched by no other combination of ground meat.  Glistening, it oozes grease, unhealthy, but bursting with flavor.  The classic hamburger contains a piece of melted American cheese, formed from artificial flavors.  This usually resembles the taste of plastic, glued to the burnt and dry patty.  Instead, the Umami burger withholds the Parmesan crisp.  The sharp and salty cheese is pressed like a snowflake.  Despite the steam coming from the tender heart, the Parmesan maintains its crunchy form.  On top lie the sweet caramelized onions, roasted tomato, and shitake mushrooms.  Vegetables not found on your usual burger at a neighborhood barbeque, they bring a unique taste to the table.  The sweetness of the onions perfectly compliments the salty crisp, but do not overwhelm the other condiments.  The glue holding the masterpiece together is the house made ketchup.  Greatly surpassing the paste made by Heinz, the Umami ketchup flatters the rest of the ingredients.  Of course, it is also perfect for dipping the succulent sweet potato fries in.  Now top it all off with the other half of the honeyed bun.  Its dome like shape could be used as a model in any televised burger commercial or billboard ad.  Stamped on top is the infamous “U”.  Reminding me once again, that sitting in front of me is the fifth sense: the Umami.

I carefully slide my knife through the middle of the pearl, praying that it wont topple over onto the stainless plate.  Picking up half of the coveted combination, the crisp finally starts to soften, and a few drips of grease fall to the plate.  But I don’t care anymore.  The bite melts in my mouth and before I know it, half is already gone.  I try to slow myself down and savor the exquisite experience, but my stomach craves more.  Distracting myself with a few fries and sips of coke, I can’t help but think about the second half.  I have dreams of this feeling: tasting everything I want, but still knowing that more remains on my plate.  I pick up the second half and already dread the empty dish.  Then its finished.  I sit back and take a breath.  Even though my hands want more to grab, my stomach is satisfied.  Filled with the exact ingredients that I craved, that I worked for.  This divine combination has completed its job.        

Describing myself as a “foodie’, the Umami hamburger first came to mind when asked to recall something that I call beautiful.  The physical qualities of the burger itself make it visually appealing.  Every burger that comes out of the Umami kitchen could be pictured on a billboard.  The taste of the burger could also be described a beautiful sensation to the taste buds.  The individual ingredients complement each other, creating a masterpiece. 

Although I would agree that both the look and taste of the burger are ravishing, my experience of eating the meal is what I call beautiful. After working up my appetite, I acknowledged that I was hungry.  I then determined what sounded appealing to eat.  Listening to my body’s desires and matching that feeling was an act of honoring my hunger.  As an athlete, and working with a nutritionist, I have learned that my body craves what it needs.  Although the burger may have not been the healthiest item on the menu, I listened to my body with my natural instincts.  Eating a salad would not have fulfilled my stomach and body’s wishes in the same way.  The true beauty lies in the overwhelming satisfaction I experienced after the burger “hit the spot”.  I have always believed that human body is a temple, and it should be treated and fueled with what it requires.  Our desires are created naturally, and honoring these wants is an act of beauty.  Walking out of the Umami restaurant feeling satisfied is a feeling evoking the creation of beauty from human nature.     

This is the picture I used to show my professor what the
burger looked like.

    

I usually dread writing assignments, but I actually had a really great time working on this one!  I dramatically read it to a few of my friends and they definitely enjoyed it.  If I get an A, I definitely know how I will be celebrating ;)