if you're not really ino burgers, you might like this place. i'm pretty sure this place is meant to be a prank and not a real restaurant. i imagine the conversation between the owner and his nerdy, sycophantic consultant went something like this:
owner: i want to get into da restaurant business.
sycophant: yes, sir. a fabulous idea for a rich, evil genius like yourself even though you don't know anything about food. what will you serve? the finest langoustine in new orleans perhaps? or all manner of foie gras- seared, terrine with truffles, au torchon?!
owner: no. burgers.
sycophant: burgers?
owner: yeah. fast food burgers.
sycophant: um, so you mean you'll do fast food-style burgers, right? but with nice buns?
owner: oh yeah. the buns'll be pretty good.
sycophant: and fresh onions and yummy pickles?!
owner: uh-huh. gonna make my own pickles with the recipe i just bought on the lower east side offa some shoah survivors.
sycophant: ...sitting atop a thick, juicy, mid-rare burger patty generously seasoned with sea salt and fresh-ground pepper??!!!
owner: nope. that's the twist! imma take thin little unseasoned patties that are too lean for anyone to sensibly use for a burger, and we're gonna cook the eff outta dem til they're dry, tasteless, mealy pieces of meat indistinguishable from dog food!
sycophant: but, sir...what if when you ask someone how they want their burger cooked, and they actually like good burgers so they say they want it medium rare?
owner: not even gonna ask em. just take the order, get the money, and grill the living hell outta dem.
sycophant: and if they want cheese?
owner: oh they can have their cheese. but i'm only going to offer one kind.
sycophant: gruyere? emmenthaler? manchego?...
owner. american! good old american cheese. none-a-dat pinko crap.
sycophant: so you're going to spend over a hundred thousand dollars to create a chic restaurant in an up and coming part of town, and serve people a $9 version of a mickey d's burger?
owner: more like wendy's. nobody will be expecting it. i'll film them and edit their confused reactions into a youtube video. and i'll include a blooper reel of idiots who pretend to know what they're talking about saying the burger is delish. it'll be one of those viral things.
sycophant: the video or the burgers? ha! brilliant, sir- i'll get right on it.