The burger: I'll get into the details on the Shake Shack burger extravaganza going on this month at Burger Jones, but first a background note.
About a year ago, Burger Jones, the burger-centric division of Parasole Restaurant Holdings (Chino Latino, Manny's Steakhouse, the Good Earth) started a different-burger-every-month campaign. One with an intriguing twist.
The promotion grew out of a light-bulb-over-the-head moment that company founder Phil Roberts had during a visit to London with his wife. The couple picked up a copy of Time Out London, and it happened to be the week for the magazine's best burgers issue.
"One of the winners was from Hache, and so we walked there, I think we walked two, two-and-a-half hours," said Roberts. "And of course it was incredible, with this gigantic portobello mushroom, this slab of Stilton cheese, my god. And I thought, 'There are all these iconic burgers from around the country — and around the world — and Burger Jones could do some kind of ode to them."
Great idea, right? A kind of well-researched burger travelogue, or perhaps the burger equivalent of a tribute band. Not the real thing, but close (as in, that's not Paul McCartney up there growling "Back in the U.S.S.R.," but it sure sounds as if it is). Because what materializes at the table is an admirable carbon copy.
"We can't be a slave to the original recipe," said Roberts. "We get them as close as we can to the original."
First up was a stab at the output from In-N-Out, the beloved California-based fast-food chain. A nod to Hache followed, trailed by two L.A. burger giants, Umami Burger and the much-lamented Tiny Naylor's. Last month's entry was an over-the-top homage to the '21' Club Burger (a patty with an herbed compound butter inserted in the center) that came with, naturally, a $21 price tag.
"You can have a $21 hamburger in December, when everyone out is out celebrating the holidays," said Roberts. "But come January, you need something inexpensive." Which is why they went Shake Shack route.