BACK TO BASICS: The new 7th Street Burger on Nassau Street offers an informal setting with seating for 33 at tables or the counter. Customers can sample the signature single, double, and “Impossible” smash burgers while eating in or taking out. Efficient and friendly service highlight the dining experience.
By Jean Stratton
“It is the quintessential American meal.”
“Part of our national identity, reflecting the culture of the country.”
“Americans eat 50 billion of them every year.”
“It is the most popular meal in the United States.”
These reports about hamburgers reflect the ongoing love affair Americans have with this longtime favorite food. Whether eaten for lunch or dinner, with or without cheese, tomatoes, bacon, or onions, it continues to please the palate.
Now, Princeton is home to a signature smash burger establishment. 7th Street Burger opened at 124 Nassau Street (corner of Tulane Street) in July, and fans are trying out its specialties day and night.
Unique Format
“We chose Princeton for its robust downtown center which offers a diverse customer base comprised of students, faculty, visitors, and local residents,” explains Sarah Milner, 7th Street Burger marketing manager.
The Princeton location is one of four 7th Street Burgers in New Jersey, and one of 36 up and down the East Coast. Owned by founding partners Kevin Rezvani and Paras Jain, the company has a unique format. Its history began in 2021 when the first 7th Street Burger opened on its namesake East 7th Street in Manhattan’s East Village.
Its approach was simple and basic, and its popularity was immediate. Specializing in smash burgers, it offered a single or double smash cheeseburger, served with special house sauce, grilled onions, American cheese, and pickles. An “Impossible” (meatless) smash burger was also available. French fries rounded out the selection.
In addition, there were Loaded fries with ground beef and the various burger toppings. Beverages included bottled water, Perrier, and Coca-Cola from Mexico.
SIMPLY SMASHING!: The 7th Street Burger menu is tempting the taste buds of customers waiting to sample the special smash burgers. The double smash cheeseburger, shown here, is a big favorite.
Smash Burgers
Their smash burgers were so fan-friendly that the founders immediately began opening new 7th Street Burgers in several states.
Milner is delighted with the success of the Princeton restaurant. “The opening has been great. We saw excitement building up to the opening, and it’s been great to see a mix of people who already know us and people trying us out for the first time. It’s been Princeton University students, neighboring merchants, and local residents, with a fair share of repeat visitors.”
She believes the restaurant has been such a big hit, with more repeats all the time, because of its unique smash burgers and its approach.
“The menu is simple and straightforward, and we offer authentic hospitality, quick service, and high quality burgers and fries that are made to order every day.
Biggest Fans
“Smash burgers are not a new concept, but have become more popular in the last two decades,” adds Milner. “I think most people like smash burgers for their crispy edges, but especially, like ours, for our house sauce and simple nature.”
Two of the restaurant’s biggest fans have been coming regularly since its July opening. Princeton area residents Eric Majia and Allen Estevez had discovered the New York City 7th Street Burger, and enjoyed the smash burgers as often as they could.
“When we heard it was coming to Princeton, we came right away. We love it! Everything is simple. The burgers are high quality. The restaurant is very clean and well maintained within a light and bright setting, and the prices are great!”
The prices are very reasonable, points out Milner, at $6.50 for a single burger and $9.50 for a double. With so many costs at an all-time high, people really value affordability, while knowing that the product is high quality.
Many customers also appreciate the restaurant’s long hours. Open every day from 11 a.m. to midnight, it is welcoming people throughout the day and night. And not just at typical lunch and dinner times,
but also very late, when people (often University students) come in right before closing time.
“We are so happy to bring Princeton an affordable, high quality, fast casual burger option that is open all day into late night,”
says Milner.
Word-of-Mouth
“We are also excited to share that we are partnering with Princeton University’s dining program where students who have signed up for the University’s unlimited meal plan can use their Princeton TigerCards to pay for food at 7th Street Burger,” adds Milner. “We are looking forward to connecting with the students and the broader community as we continue to find ways to become involved with our local partners.”
There has been great word-of-mouth, she adds. Friends are telling friends, and the customer base continues to grow. People are responding to the down-to-earth atmosphere. Without a hint of pretension, it offers customers a chance to feel at home, whether they are eating in or taking out.
“I always say that burgers are for everyone, so I love being able to travel, meet new people, and introduce them to our burgers and brand,” emphasizes Milner. “It is a pleasure to connect with local organizations in the Princeton community to spread the word about 7th Street Burger.”
For further information, visit the website at 7thstreetburger.com.