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A new franchise in town is changing the conventional burger scene. Burgerim has just opened up shop in Montclair, the second of two Southern California locations (The first is on Melrose Avenue in Hollywood.).

The Israeli-based, and now international, company began to sell franchise stores in 2011 after major success from their first location and plan on expanding to 33 more U.S locations in the next year. Currently Burgerim has more than 200 locations in 16 countries.

“Not all burgers are created equal,” Vice President of Operations Juan Munoz said at the Montclair location’s soft opening.

Burgerim offers mini burgers slightly larger than the average slider. Patty options vary from Dry Aged Beef, Merguez Beef, Wagyu Beef, regular beef, turkey, chicken, salmon, lamb and veggie patties. Mini burgers can be ordered as a Duo, Trio or in a 16-pack Party Box for larger groups.

All burgers are able to be customized to customer preference. Gourmet toppings include options such as pineapple, sautéed mushrooms and a sunny-side-up egg.

The menu is not limited to mini burgers and offers wings, chicken strips, full-sized sandwiches, a variety of specialty salads and desserts. The Montclair location also offers delivery up to a three-mile radius.

A duo combo of two mini-burgers, fries and drink before toppings costs $9.95 and a trio costs $12.95. The Party Box, at $44.95, features 16 mini-burgers of up to four burger styles.   

“Why mini burgers?” Munoz asked. “It’s about flavor. We want to make sure you’re getting the strong flavors we put in these burgers.”

Each burger is made to order, and during the wait, most Burgerim locations feature beer on tap or wine to enjoy.

Munoz said the ability to customize each burger allows for customers to show individuality.

“‘Always more than one’” he said, repeating the franchise’s motto on having choices. “We want to make sure you’re getting a high quality and unique experience.”

Munoz said the fact that they are not a corporate franchise also creates a unique experience for customers at different locations, however, the service and food quality remain the same.

“The attention to detail, from box to burger is consistent, even between locations,” Munoz said. “We are trying to provide a combination of fast food and fine dining.”

Burgerim’s Montclair Grand Opening event begins at 11 a.m. Sept. 21. On this day guests visiting the location can receive two min burgers, fries and a small soft drink for free. One combo is available per person with standard toppings available on all patties.

Burgerim Montclair is located at 9359 Central Ave. Burgerim Hollywood is located at 5001 Melrose Ave. For more information, visit burgerim.com.

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