I have been watching the construction of this place on the corner of Ocean Park and 29th for quite a while. I was pleasantly surprised to see it open and packed when I returned from my Thanksgiving break.
The idea is a gourmet, build-it-yourself burger. At lunch, there is service at the counter; otherwise, it is order at the register and have your food delivered to your table. After 4, they have full table service - but the same menu as at lunch.
They have burgers in 3 sizes (1/3 lb, 2/3 lb, 1 lb). They have beef, turkey and veggie patties (as well as a grilled chicken substitute). They claim to grind their meat for the burgers daily. Beforewarned: this is not McDonald's pricing - the 1lb burger comes in at $11.
The burgers come with cheese, up to 4 toppings (including grilled pineapple and dried cranberries!, but also greens, sprouts, roasted red peppers, etc.) and a sauce (honey mustard, ranch, BBQ sauce, etc.). There are also some premium toppings that cost an extra buck (chili, guacamole).
They also have shakes, fried and some other sandwiches on the menu.
It all looks good, but I only noticed all this AFTER I had lunch. I will certainly go this week and report back.
BTW- they said they are open until around 11pm.
2901 Ocean Park