Fleischman, the founder of the modest but ever expanding four-shop Umami Burger chain, has rethought every element of the hamburger experience. The bun. The meat. The ketchup. The toppings. Even valet parking. Yes, at the original Umami Burger joint on La Brea, 900 square feet of utter simplicity across the road from a Goodwill store, every burger comes with parking, the ultimate in West Coast customer service.
Elsewhere in L.A., the burger world is in disarray. So desperate is the situation, so uncertain are the natives, that at least one establishment specializing in burgers is flying in chopped meat from the LaFrieda purveyors in Manhattan. The old L.A. order--In-N-Out Burger, Fatburger, Bob's Big Boy, Tommy's--is in retreat.