Did New York Magazine Just Reveal The Secret Of The Umami Burger?

“New York has some okay burgers,” says Umami Burger founder Adam Fleischman to New York restaurant critic Adam Platt in a 2,641 word profile of the Los Angeles burger chain that is poised to disrupt NYC’s Shake Shack–dominated grilled patty ecosystem.

Having taste-tested Umami burgers on several occasions, including at the last two Googamooga festivals in New York and at Umami’s Death Star — a sprawling restaurant in downtown Los Angeles called Umamicatessen — we’d say the burger is pretty much okay too. Some would disagree. As Platt notes, the chain has won a crazy following, including celebrities (hi Blake Lively and Leo DiCaprio lunch date) and celebrity chefs like Michael Voltaggio alike.