My job brings me to Irvine about 3-4 times a month and the counter has become a steady source of goodness. One big difference between the counter and other burger joints is not only the build your own burger extravaganza, but I like the fact that all the beef is humanely raised and they make all their sauces on site. Ha! bet you didn't know that, they seem to keep it a secret for some reason.
Anyway, the thing the keeps me coming back time after time is really the satisfied feeling, it is simply a good meal that hits the spot each time. I enjoy the Stella's in the Stella glasses too, classy.
Oh, sometimes it does get a bit busy but anyone single or couple seem to be able to find a chair at the counter pretty quickly.