BUILDING A BETTER BURGER (RESTAURANT)

COURTESY PHOTO I s there a new way to do a burger restaurant? Palm Beach Gardens-based restaurateur Carmine Giardini thinks so, and on Jan. 10 he’ll be opening CG Burgers and Coal Fired Pizza on PGA Boulevard to show how. Mr. Giardini believes his new venture will offer diners something a bit more compelling than a standard burger joint: fresh-ground burgers partnered with coal-fired pizza and a gourmet salad bar, each of which aims to be unique in the market. The burger menu expands on traditional beef to Kobe, lamb, brisket, chicken, turkey, bison and vegetarian burgers. Pizzas are offered in one size only, 12 inches, priced at a flat $10 and include whatever fresh toppings a patron chooses. The salad bar will have four or more types of lettuce, hearts of palm, all-natural dressings and other items usually absent from an average burger restaurant’s offerings.

Mr. Giardini says his menu, combined with a dedication to fresh ingredients, will allow his latest venture to capture fans of more than just ground beef, and is confident enough in the concept that he’ll be opening five more CG Burgers in early 2011. Locations will include Coral Springs, Fort Lauderdale, West Kendall, Pembroke Pines and Merrick Park, Coral Gables. Only the Gardens and Coral Springs locations will include the pizza, though all will follow the conceptual lead set by the Gardens template.

GIARDINI The burger market has gotten plenty of attention in the last few years. Whether it’s the economy, original new burger varieties, or a desire to return to a simpler culinary era when using the term “my take on a traditional cheeseburger” would evoke laughter, not curiosity, burgers are big business and have been gaining credibility in fine-dining menus and at dedicated burger restaurants around the country.

MAUREEN DZIKOWSKI / FLORIDA WEEKLY Even traditional fast food restaurants have made moves to try and capitalize on the trend: at Burger King’s Whopper Bar in South Beach patrons can order toppings like foie gras, have a plate of duck fat fries, and wash it all down with cold beer.

To enter a market this crowded, Mr. Giardini knew that his venture needed to be distinct enough to rise above the noise and good enough to keep customers coming back. Mapping out his plan to help CG Burgers achieve those goals began at the current CG Burgers in Abacoa, which Mr. Giardini opened last February. By listening to customer opinions and working on the existing location’s menu, Mr. Giardini was able to hone what he hopes will be a unique and winning formula for his newest restaurants. Feedback for the pizza menu came from CG Burgers’ next-door neighbor, Carmine’s Coal Fired Pizza. The Gardens’ location will use this knowledge to offer both products under one roof while keeping core concepts from the Abacoa locations intact.

“First of all, our meat is all-natural and never frozen, and we grind it fresh every day” said Mr. Girardini. “And our pizza is a 12-inch coal-fired pie with whatever toppings you want for $10 — you don’t start out with one price and end up spending twice that when you’ve put your toppings on.” Mr. Giardini is confident that his formula will win the day, and Ron Magruder, the man hired to be president of the new venture, agrees.

“Carmine has created a better mouse trap,” said Mr. Magruder. “The natural products, the natural feeling of the décor, the quality and variety of offerings; it takes the concepts of pizza and burgers to a higher level while still remaining a fast casual restaurant.”

Mr. Magruder came on board to head up the new CG rollout after a visit to the area during which he saw what Mr. Giardini was doing with CG Burgers and Carmine’s Coal Fired Pizza. His past experience includes 24 years at Darden, owners of restaurants including Olive Garden, Seasons 52 and Gallery Grille.

“I loved the idea and saw how enthusiastic Carmine was about it,” said Mr. Magruder, “and I really wanted to get involved in the project.”

Enthusiastic may be an understatement: Mr. Giardini, who opened his first business, a butcher shop and market in Pembroke Pines 38 years ago, hopes the new CG Burgers will grow well beyond a half-dozen locations.

“Ron is here to do hundreds of these,” said Mr. Giardini. Magruder shares his excitement, though his eyes are fixed on the next few months. “We’re going to focus on executing what we’re doing now, and doing it well.”

Gardens residents can get a firsthand look at what Mr. Giardini’s and Mr. Magruder’s efforts have wrought when CG Burgers and Coal Fired Pizza opens in its new location on Jan. 10 at 2000 PGA Blvd., Suite 5502. West Kendall and Coral Springs are scheduled to open in March and April, respectively, with the other three locations following shortly thereafter.

“I’m really excited about this and where it will lead,” said Mr. Giardini. Then after a pause added: “I wish I were 20 years younger.” 