Most restaurateurs would agree that any new concept should be fine-tuned during its first year as it climbs up the learning curve and gets to know its customers. This wisdom has not bypassed Mark and Margarita Challenger, owners of Everest Burger , located at 91 Green Bay Rd. in Glencoe, Ill. (847-242-0909). This "better burger" joint, which opened in February 2011, is located on the Winnetka/Glencoe border in the North Shore area of Chicago. The owners are an engaging couple who also own the very popular Guanajuato Contemporary Mexican and Tequila Bar a few doors down from Everest Burger. They have made several key changes during 2011 and the customers couldn't be more pleased.
"We've learned a lot during our first year at Everest Burger," said Mark, "and we've made some significant changes that will better serve our customers. We've moved to a different supplier of beef, changed some of our ingredients, added new recipes, changed our menu presentation, and moved to full table service because that's what our customers want. We've also started daily breakfast service." The core mission of Everest Burger has not changed, however. "Our goal still remains to serve fresh, healthy food that our guests will find to be a delicious, intelligent alternative to typical burger joint fare," he says.
The first thing the Challengers did was to review their choice of all-natural beef. "We originally chose a Piedmontese beef that is a very lean, healthy, all-natural product that contains no hormones, additives or antibiotics," said Mark. "It's a great product, but we found that it was simply too lean to please our customers tastes-they are used to richer beef. What was missing was the robust flavor that can be found in beef that has a higher fat content." So the Challengers spent several months researching other beef suppliers and eventually chose Missouri-based Rain Crow Ranch
"This company brings to Everest Burger all of the qualities we look for," said Mark. "The beef is still all-natural, grass-fed and free of any hormones, additives and antibiotics. It's also raised in the most cattle-friendly way possible. The difference is that the beef is from Angus cattle and delivers a heartier flavor experience. Our burgers are now juicer, moister and more flavorful than before and our customers love them. So do our kids."
The kids menu continues to be popular and there are several improvements. Pasta and meatballs are now available as well as meatball sliders. The kids' meals are served in delightful, artistic cardboard cars and trucks.
Another big change has involved the menu presentation. "When our guests walk in, they view our large menu board on the wall behind the front counter," said Mark. "It lists all of our food choices, including our special recipes. The problem we had is that, originally, the menu board contained all text and no photos. We found that our customers had a hard time visualizing our burger creations and so ordering was too difficult. We've now designed and installed a brand new menu board, complete with color photos of the signature items. It's bright and very appealing and ordering is much easier."
To make ordering and overall service even better, Everest Burger has added full table service and free WiFi. Guests can now be seated in the dining room and a server will give them all of the service they need, including explanations of the menu items. "It's a better experience for the customers and it gives us more opportunity to chat with them and get to know them so we can continue to make them happy. That's what a neighborhood restaurant should be," said Mark. "People on the go can still order at the counter and then sit down; the food will be brought to them, ready to eat in the dining room or packaged for takeout."
