UPDATE: Burger Tap reveals its menu, PR cheerleaders say its not like other burger joints flooding the market

Hamburgers? Check. Fried sides? Check. ‘Gourmet twist?’ Check. Yeah, that’s what we thought…

Yet another burger joint is opening in Atlanta and is already trying to defend why its not like all of the others.

It’s called Burger Tap (Atlanta’s latest artery clogger) and it’s opening in Morningside, replacing the recently relocated Caramaba Cafe.

Burger Tap revealed a portion of its menu and concept in a press release this morning:

In a market flooded with beefed-up burger joints that turns the customer into a chef, Burger Tap, opening next month at 1409 N. Highland Avenue, offers a well-edited menu of gourmet burgers, side options—so good that you’ll double-fist your way through the entire meal—and draught beer and sodas at affordable prices in a fast-casual setting.

Even in PR speak, it sounds all too familiar.

“We combed the country for the best fast-casual burger and often found ourselves underwhelmed by taste and overwhelmed by decisions,” says executive chef Sean Park. “Should my burger be made of beef, bison, turkey or lamb? On a white, wheat or gluten-free bun? And with which cheese, topping, sauce, jam or relish? As a chef, I understand the balance of sweet, savory and different textures and have put together four perfectly balanced burgers.”

We ask the same questions when ordering Subway.

In fact, Park and the team behind Burger Tap—some of the original founders of the frozen yogurt chain Yoforia—prefer customers refrain from adding mustard or ketchup to their burgers before tasting them because they’re that sure they’ve struck the perfect balance of flavors. “When you get a good steak, you don’t add sauce to it because it’s already done right,” Park says. “These are our burgers, the way they are meant to be.”

Wonder why they didn’t kill two birds with one stone and open “Yoforia Tap?”

At Burger Tap, the difference is in the process. Each four-ounce patty, a custom blend of brisket, chuck and short rib, is formed in-house, seasoned and seared to ensure juiciness on the inside and a nice crust on the outside. The four themed burgers—plus a three-cheese grilled cheese—are all served on a lightly buttered and toasted bun and include the:

· Classic Cheeseburger with American cheese, onion, lettuce, tomatoes and secret sauce

· Mexican Burger with smoky chipotle Cheddar cheese, pickled jalapeno and a crispy tortilla chip

· Asian burger with house slaw and barbecue glaze

· Truffle Burger glazed in white truffle oil and topped with Gruyere cheese, crispy onions and roasted garlic aioli.

Richard Blais isn’t the only one who feels slighted here.

The 52-seat space, designed by architect Y. David Chun, AIA of Chun Studio in Los Angeles, will be a mix of modern and eclectic styles with lots of color and natural wood, plus a 24-seat communal table on the patio for al fresco dining.

We’re hopeful for the space.

“Burger Tap is a marriage between gourmet and fast food,” says CFO Sam Hyon, who’s already scouting a second Georgia location. “We’ve paid attention to every possible detail. Our methods of preparation and flavor profiles offer restaurant quality in a fast-casual setting.”

And lucky us, they’re already scouting a “second Georgia location!”

 

Caleb J. Spivak

Caleb J. Spivak (CJS) is the Founder of What Now Atlanta (WNA). He was featured in The New York Times, Creative Loafing's "20 People to Watch," named "Lifestyle Blogger You Need To Know" by Rolling Out Magazine and highlighted as Atlanta's Metropolitan Male in fashion magazine, 944. WNA has been named "Best of Atlanta" by Creative Loafing, and Atlanta and Jezebel Magazines.

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8 Comments

  1. All this guy does is take concepts that are successful in L.A. and copies them in Atlanta. Nothing original. First it was a knock-off of Pinkberry with Yoforia. Now, a truffle burger? Looks like someone’s been to Umami Burger.

    There are obviously PLENTY of burger options in the Highlands. It’s almost incomprehendable why someone would open another burger place in an area saturated with burgers. How about opening something that the neighborhood really needs? Like an authentic Italian pizza restaurant to replace Everybody’s? Or a casual meat and three? Oh wait, those might require some originality.

    Yawn…

  2. *YAWN* – due to the predictable reporting, the predictable comment, and the other predictable comments that will be posted soon… As for the restaurant, will I go? Who knows. Does it upset me that *ANOTHER* burger place is opening? Not in the least.

  3. If I remember correctly, Bocado’s burger is also a blend of brisket, chuck and short rib…at least they have the right formula. We’ll see. I know everyone is tired of the burger craze but I personally don’t mind another burger joint if it’s good.

  4. Only four ounces? Seems awfully small to me.

    Also, Caleb, Subway? I have a hard time picturing you ordering anything there…

  5. Wow, that’s a lot of snark. Restaurants are in the business of serving people food they want–not coming up with original ideas. Go ask the guy at Sheik Burritos-n-Kabobs what it’s like to be a trailblazer.

    I know, I know…if I don’t like the site I don’t have to read it. I DO like the information, but mean-spirited commentary is a cheap substitute for wit.

  6. Dee, if the guy at Sheik Burrito is having business troubles, I feel obligated to let you know its not because he’s a trailblazer, but because his food is bland filler.

  7. How about some marketing on what the community actually needs? Chinese, Mexican, Italian for families. Closed on Sunday…really? Is this a bar that serves hamburgers…no. This is a hamburger place that just happens to sell 20 different kind of beers on tap. Sorry, but I can walk across the street to Family Dog in a much better environment. When I really want a hamburger there are five other places that are much better choices.

  8. Looks like this place closed. A shame… the burgers were tasty and different than the typical further down in the highlands or the over-hyped down at L5P. Don’t really care if it copies LA concepts… I’m Atlanta, not LA.

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