In case you haven’t heard, burgers have become the latest victim of foodie flim-flam. Every self-proclaimed taste maker with a social media feed has conspired to turn one of my favorite foods, the humble hamburger, into the apex of hipster gastronomy. I hadn’t given this unfortunate circumstance much thought until recently, when I read a snide comment by a local “food writer.” He suggested that any success The Vortex has enjoyed is only due to the limited competition we faced when we opened back in 1992. Now that a surplus of fashionable designer burgers are clogging up the local haute cuisine scene, he feels that Vortex burgers are no longer worthy of your attention. Not with all the flashy new interpretations available to cram in your pie-hole. Or is it cupcake-hole? I just can’t keep up.
Listen, if you’re a big fan of gastromolecular cuisine, that’s great. Can’t get enough truffle oil in your diet? Good for you. Love to Instagram photos of every damn meal you eat? Sure, that’s kind of annoying, but whatever tickles your pickle. If you fancy yourself some kind of burger connoisseur, I’m not going to argue about it. You should feel free to do whatever you want, and eat whatever you want. But trying to marginalize the genuine article in a cheap attempt to promote overblown, novelty food to urban hipsters is really unnecessary. Not to mention a huge insult to our extremely large and loyal fan base.
The Vortex was one of the first places to introduce unique, high-quality burgers to Atlanta way back before it was trendy. So while some “hipper-than-thou” critic may be bored with what we do, I can assure him that not everyone feels that way. The sheer quantity of burgers we continue to sell proves this beyond any doubt. The Vortex has often been referred to as the Godfather of Atlanta’s burger culture. The fact that we’ve been doing what we do, quite successfully, for well over 20 years confirms this unofficial title. While trends (and trendy restaurants) may come and go, authenticity will always stand the test of time. And I can state with confidence that Vortex burgers, and Vortex fans, are the real deal.