Chicago Chef Kornick Launching Burger Concept: 7 Reasons It Can Succeed
The sit-down restaurant, DMK Burger Bar, is scheduled to open its first unit in Chicago's Lakeview neighborhood at the end of May.
Allison Perlik, Senior Editor -- Restaurants & Institutions, March 10, 2009
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Chicago chef Michael Kornick knows burger joints are the industry’s latest cliché. New gourmet chef-driven spots, upstart fast-casual chains and national fast-food giants seem to open doors to new locations daily, yet Kornick—known for acclaimed fine-dining restaurant mk as well as his work with the Las Vegas-based N9NE Group—isn’t fazed. Here’s the rundown on why he thinks DMK Burger Bar is destined for success:
•The DMK Burger Bar team has the industry chops to do the job right. Kornick’s own 10-year run to date with mk the restaurant as well as his multimarket success with the N9Ne Group make for a healthy track record. His partner, David Morton, has an impressive resumé of his own: The son of steakhouse legend Arnie Morton and brother of N9NE Group Partner Michael Morton also owns and operates Pompei Bakery, a Chicago-area fast-casual chain.
•It’s going green from the ground up. Costly LEED certification isn’t in the cards, but Kornick and Morton are doing as much as possible to limit negative environmental impact. Materials for construction, which is currently under way, come recommended by the U.S. Green Building Council or other green-building groups. Post-consumer products will be used for any disposables, and uniforms will be made from natural-dyed cottons and other Earth-friendly fibers. They’re even exploring the idea of using biodegradable shoes.
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DMK BURGER BAR Projected opening: late May Location: Chicago (first location under construction in Lakeview neighborhood; second planned for River North) Size: 2,500 square feet Seats: 50-55 Food: Burgers, appetizers, soups, salads Beverages: Natural soft drinks, milkshakes, artisanal beer and wine Pricing: Basic burger targeting $6.95; double under $9.50 |
•The menu is all about his burgers, his way ... “If Michael Kornick puts on his chief-burger-cook hat, it better be something more than a standard recipe,” Kornick says. His philosophy for the 10 or so signature burgers that will make up the menu isn’t about straying too far from the typical toppings burger-lovers crave, but delivering the best-quality—and sometimes, creative—versions of what’s expected. Think house-made, star-anise barbecue sauce; grilled onions seasoned with aged balsamic; all-natural, nitrite-free, hickory-smoked bacon; and aged Wisconsin Cheddar. Also on hand will be hand-cut fries in truffle-and-parmesan or blue-cheese-and-bacon versions and spicy house-made potato chips with blue-cheese dip.
•…and the secret’s in the meat. DMK won’t deliver monster-sized burgers: The beef patties will be just 4 or 5 oz. each. “We’ll do a lot of doubles,” Kornick notes. He won’t reveal the secret blend or grind behind the beef itself, but it will be a mix of three or four different cuts, he says. The burgers will be griddled, a method Kornick favors for the caramelization it yields.
•They’ll come for burgers and stay for the sights and sounds. Unlike most burger joints—even chef-driven ones—Kornick is concentrating almost as much on atmosphere as he is on the menu, planning a slate of custom-created audio-visual elements. “We have Hamburger Mary’s, Kuma’s Corner and Epic Burger,” he says, pointing to a few popular local burger spots, “but the one thing none of those places really does is connect all the dots of the lifestyle of the person who wants some entertainment value in going out.” DJs from New York City and Las Vegas are working on what he calls “a really forward music program,” and a videographer is culling together an ambitious slate of archived video that goes well beyond the typical CNN or ESPN crawls supplied for viewing at most restaurants and bars. “You might see a great ski highlight piece, but the music backdrop might be Bob Marley live. Or you might see some music or concert video, so the screens show what’s playing, anything from “Thriller” to a current music video to concert movies like “Gimme Shelter” or a Grateful Dead set.”
•Giving back to the community is a core part of the recipe. Restaurants often are big community supporters, but DMK Burger Bar will really get local residents involved in giving back. Besides pledging to support its own list of causes (hunger-related organizations such as Share Our Strength and the Greater Chicago Food Depository are an early priority), customers will be encouraged to e-mail the restaurant or drop a business card in a jar with the suggestion of a charity to support, and a percentage of sales on a given day might be donated to that cause.
•And of course … it’s the economy, stupid! Although Kornick originally hoped to get his burger concept off the ground a couple of years ago when the economic picture was still rosy, the current downturn bodes well for the kind of simple, reasonably priced dining experience DMK Burger Bar is designed to deliver. “People still want to go out; people still want to eat meat; and burgers are the only segment on the rise,” he says. “And burgers are going to be around for the next 50 years or 100 years.”
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