Burgerim

Located at 2505 Battleground Avenue in Greensboro, Burgerim serves slider-sized burgers, shakes, and fries. Outdoor seating is available as are carry-out party boxes.

Greensboro had no great need of yet another burger joint when Burgerim opened in the former Los Gordos location last month, but the slider-centric focus at least offers this Israeli chain’s first North Carolina store a chance to stand out. The concept is a winner, but everything else, so far, is a mixed bag.

Choice is Burgerim’s calling card and biggest asset. Combos come with fries and a drink and your pick of one (Uno), two (Duo), or three (Trio) sandwiches with three-ounce patties. Those patties can be chicken, lamb, turkey, salmon, veggie, falafel, or one of five (!!) different kinds of beef. Choose between a white or wheat bun, and then either select your toppings (all the standards are available as are tahini, garlic aioli, and habanero mayo) or go with a signature style such as classic (American cheese, lettuce, tomato, pickles, onions, and house sauce), cowboy (cheddar, bacon, onion ring and BBQ), California (Swiss, greens, tomato, avocado, and chipotle mayo), or caliente (pepper jack, jalapenos, lettuce, Cajun seasoning, and habanero mayo). Even the fries can be ugraded in form (sweet potato fries, onion rings, or a half-fry, half-ring blend) and flavor (Cajun, jalapeno and cheese, or bacon and cheese). While this many options makes for an indecisive person’s nightmare, it affords everyone else a wealth of possibilities.

For our first visit, my wife and I each went with a differently-kitted Duo combo. We anticipated some degree of trial-and-error, and true to expectations, there were certain things we wouldn’t hesitate to try again and certain things that were a mistake the first time. All of the patties were cooked well-done, which resulted in disappointingly dry lamb. The merguez beef (seasoned with cumin, chili pepper, garlic, paprika, and roasted red pepper) was also not nearly as flavorful as the description suggested. On the other hand, the Spanish beef (smoked paprika, garlic, and chili pepper) delivered the advertised flavors, and the more tender dry-aged beef gets a definite recommendation. Burgerim’s fries are disc-shaped chips that call to mind scalloped potatoes. Topped with Cajun seasoning, they were tasty albeit salty. Topped with bacon and cheese, they proved messy and a bit greasy. For the amount of food given, the prices paid (a Duo combo is $9.99, topping and fry upgrades are .79 each) are fair.

Burgerim is blessed with helpful, hard-working staff and cursed with a layout/ordering system that does them no favors. Unlike other fast food restaurants, there is no real designated order area. Lines begin at the register, run toward a wall, and wind around the aisles between tables. One young man was working the floor and handing out menus, and his suggestions proved beneficial. Counter staff were equally accommodating of and patient with first-time guests. However, when orders are ready, staff call out a name and walk the floor, food in hand, looking for a raised arm or an acknowledgment, problematic given that the restaurant can get quite loud and that any line that forms at the drinks machine will undoubtedly get in their way. This seems like a recipe for chaos on busier days.

The menu possibilities alone make Burgerim worth checking out, but its appeal is tempered by uneven food and a potentially chaotic system.

7.25/10