Adam Fleischman Uncovers Umami's Niche

The avant garde meat bomb in question Photo: Jun Seita via Flickr

“Five Guys, I don’t sense an identity; In-N-Out is backwards looking; Shake Shack is down-on-the-farm...We’re urban, avant-garde—that’s our niche.” — Umami Burger founder Adam Fleischman, talking about his "meat bomb" with Dana Goodyear. The owner also explains that he doesn't eat many Umami burgers these days, instead having "three fancy meals a day." [New Yorker]