5 Napkin Burger

What 5 Napkin Burger does

5 Napkin Burger, operating under legal entity Burger Keeper, LLC, is a privately-held, full-service casual dining restaurant concept headquartered in New York City. Founded in 2008 around a menu item that originated at sister concept Nice Matin, the company operates two Manhattan locations — Hell's Kitchen (630 9th Ave) and Upper West Side (2315 Broadway) — that together offer lunch, dinner, weekend brunch, a sushi program exclusive to UWS, craft cocktails, hand-spun milkshakes, happy hour menus, and catering/party packs. The brand is positioned as a premium chef-driven burger concept anchored by its signature 10oz custom-blended Certified Angus Beef Original 5 Napkin Burger with gruyère, caramelized onions, and rosemary aioli.

Revenue is generated almost entirely through dine-in checks (burgers $17.75-$21.75, brunch $17.50-$20.50, cocktails $14-$18) augmented by direct online ordering via Toast Tab for pickup, digital and physical gift cards sold through the parent group's egiftify storefront, catering platters, and table reservations routed through OpenTable. The GTM motion is direct-to-consumer: walk-in traffic, third-party reservation referrals, owned digital channels (website, email newsletter, Instagram, Facebook, TikTok), and gift-card-driven repeat visits. There are no franchise, delivery, or wholesale channels identified.

The underlying technology stack is a typical restaurant SaaS bundle — Toast Tab for point-of-sale and digital ordering, BentoBox for the website and content, OpenTable for reservations, egiftify for gift cards — with no proprietary AI, data, or platform assets. 5 Napkin Burger is part of the Chef Driven Hospitality portfolio alongside Nice Matin, Marseille, Nizza, and Dagon, with culinary oversight from Culinary Managing Partner Andy D'Amico, Culinary Director Vijay Raghavan, and Beverage Director Aviram Turgeman.

Name

5 Napkin Burger

Legal name

Burger Keeper, LLC

Website

https://5napkinburger.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

251–500 employees

Short description

5 Napkin Burger, a Chef Driven Hospitality concept, operates two full-service Manhattan casual dining restaurants focused on custom-blended Certified Angus beef burgers, brunch, sushi, and craft cocktails for NYC diners.

Ownership category

akta.pro rank

Product category

Burger Restaurant / Casual Full-Service Dining

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Burger Fast Casual (THAFABAA)

akta.pro secondary industry

Steakhouses & Seafood Restaurants (THAFACAE)

Keywords

• Burger restaurant
• Casual dining
• Brunch service
• Sushi restaurant
• Event catering

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Dine-In Food & Beverage Sales: The primary revenue stream is food and beverage sales from two New York City restaurant locations. Revenue is generated through a broad menu spanning burgers, salads, brunch plates, sushi (Upper West Side only), cocktails, hand-spun milkshakes, and sides. Average check sizes are implied by menu pricing (burgers $17.75–$21.75, brunch plates $17.50–$20.50, cocktails $14–$18, shakes $8.50).
2. Online Ordering (Direct): Customers place orders directly through the 5 Napkin Burger website via Toast Tab for pickup. This represents a direct digital ordering channel separate from dine-in.
3. Gift Card Sales: Digital and possibly physical gift cards sold through egiftify, generating upfront cash receipts that are redeemed upon restaurant visitation.
4. Private Events & Party Platters: Catering and party pack offerings including slider platters, wing packages, maki roll platters, and salad bowls for group serving, targeting private event and party occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

5 Napkin Burger operates two full-service Manhattan restaurants (Hell's Kitchen and Upper West Side) selling premium chef-driven burgers built on custom-blended 10oz Certified Angus Beef patties, complemented by salads, handhelds, weekend brunch, an Upper West Side-exclusive sushi menu, craft cocktails, hand-spun milkshakes, and a happy-hour program. Complementary offerings include direct online ordering via Toast Tab, digital gift card sales through egiftify, and party-pack/catering platters for private events.

Product overview

5 Napkin Burger is a full-service restaurant chain operating two New York City locations (Hell's Kitchen and Upper West Side), positioned as a premium 'steakhouse of burger joints.' The core offering centers on custom-blended 10oz Certified Angus Beef burgers, notably the signature Original 5 Napkin Burger with gruyère cheese, caramelized onions, and rosemary aioli. Supporting products include lunch, dinner, weekend brunch, and sushi menus (Upper West Side only), a craft cocktail program, and a Happy Hour program. Additional revenue streams include online ordering via Toast Tab, gift card sales, and catering/party pack services. The restaurant also offers hand-spun milkshakes, a selection of beer, wine, spirits, and crafted non-alcoholic elixirs.

Differentiator

Problem solved

Functional benefit

Products and services

• 5 Napkin Burger Restaurant (Hell's Kitchen) Full-service premium-casual restaurant at 630 9th Ave, Hell's Kitchen, serving custom-blended Certified Angus Beef burgers (Original 5 Napkin, Queso Fundido, Classic Cheese, Bacon-Cheddar, Truffle, Turkey, Veggie), salads, starters, handhelds, sides, brunch (weekends 10am-4pm), craft cocktails, hand-spun milkshakes, and happy hour. Open Sun-Tue 10am-10:30pm and Wed-Sat 10am-11:30pm.
• 5 Napkin Burger Restaurant (Upper West Side) Full-service premium-casual restaurant at 2315 Broadway, Upper West Side, offering the core burger menu plus an exclusive sushi program (nigiri, inside-out rolls, specialty maki, crispy rice, 5 Napkin Maki Roll Platter), weekend brunch, craft cocktails, happy hour, and location-only promotions including BoGo Beer Monday and Wine Down Tuesday. Open Mon-Thu 11:30am-10pm, Fri 11:30am-11pm, Sat 10am-11pm, Sun 10am-10pm.
• Weekend Brunch Service Weekend brunch menu served Saturdays and Sundays 10am-4pm featuring Eggs Benedict, pancakes, French toast, Loco Moco, Mexican Eggs, Chicken and Waffle, and the Brunch Burger, priced $17.50-$20.50 per plate.
• Sushi Service (Upper West Side Exclusive) Japanese sushi menu available only at the Upper West Side location, featuring nigiri (tuna, salmon, yellowtail, shrimp, torched varieties at $3.50 each), inside-out rolls, specialty maki (California, avocado, cucumber, spicy tuna, spicy salmon, spicy hamachi), crispy rice, and the 5 Napkin Maki Roll Platter (30 pieces, $38).
• Happy Hour Bar Program Time-limited happy hour offering $2 off draft beer and wine, $8 Frozen Margaritas, $2 off Tito's and premium well liquors, half-price appetizers (Guac & Chips, Onion Ring Tower, Vegan Cauliflower Bites, Truffle Fries), and a $7 Happy Hour Burger. Scheduled Mon-Thu 3-6pm and 9pm-close, Fri 3-6pm, Sun 9pm-close.
• Party Packs & Catering Catering and party-pack platters for private events including 5 Napkin Slider Platter (8 sliders, $36), Guacamole & Chips (serves 6-8, $24), wings (16pc $28, 24pc $38, 32pc $48), 5 Napkin Maki Roll Platter (30 pieces, $38), small side portions (serves 6-8, $19), and salad bowls ($34).
• 5 Napkin Burger Gift Cards Digital gift cards sold through the Chef Driven Hospitality egiftify platform that can be redeemed at both 5 Napkin Burger NYC locations, generating upfront cash receipts that drive repeat visits.

Quantifiable outcome

• Two 3-star New York Times reviews by critic Brian Miller (1988, 1994) for Chef Andy D'Amico at Sign of the Dove
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BRGR Kitchen & Bar: Casual upscale burger concept offering premium burgers, craft beer, and cocktails in a sit-down restaurant format. Comparable in product category, bar-forward menu, and mid-premium price tier targeting adult diners.
• Wahlburgers: Celebrity-branded premium casual burger chain with multiple locations, full bar, and American comfort food menu. Comparable in casual full-service burger positioning and broader menu beyond just burgers.
• Bareburger: NYC-headquartered premium burger chain offering an elevated burger-focused menu with broad toppings customization, comparable mid-premium pricing, and multiple NYC storefronts. Comparable in product category, price tier, and customer demographic.
• Quality Eats: NYC-based casual upscale restaurant group with locations in the Village, NoMad, and on the UWS, offering a creative American menu with steak frites, burgers, and cocktails at comparable price points. Similar Manhattan full-service positioning and clientele.
• The Smith: Casual upscale American restaurant with multiple Manhattan locations offering burgers alongside a broader American menu, full bar, brunch, and happy hour. Comparable in full-service casual NYC positioning, daypart coverage, and mid-premium check average.
• Black Tap: NYC-born burger and craft cocktail concept famous for over-the-top milkshakes and premium burgers, with multiple Manhattan locations. Closely mirrors 5 Napkin's combination of hand-spun shakes, premium burger menu, and full-bar cocktail program.
• Umami Burger: Premium burger concept built around a distinct flavor-positioned patty (umami) at $15–$20 price points with full bar service. Comparable as a chef-driven premium burger concept with full-service dining.
• Shake Shack: Publicly traded premium burger chain founded in NYC with a similar focus on high-quality beef burgers, custom milkshakes, and craft beverages. Directly comparable in product mix, target customer, and pricing tier, though at far greater scale and with a much broader geographic footprint.
• Burger & Lobster: Casual upscale chain offering a focused menu of burgers and lobster at $20+ price points in a stylish sit-down format. Directly comparable in combining a single hero protein (burgers) with full-service dining and premium pricing.
• Hill Country Chicken: NYC casual restaurant concept offering comfort food (chicken, brisket) alongside craft cocktails and a full bar in a similar Manhattan neighborhood format. Comparable as a casual full-service Manhattan concept within the broader NYC upscale-casual segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/5napkinburger
• Instagraminstagram.com/5napkinburger
• TikToktiktok.com/@5napkin
• Xx.com/5napkinburger
• LinkedInlinkedin.com/company/5-napkin-burger

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 5 Napkin Burger