COSTA MESA — There's been a number of times in chef Charlie Palmer's life where a restaurant was not referred to by its name, but by it's "damn good burger."
And that's always been his aim.
Palmer's newest gourmet food concept, "DG Burger," which abbreviates the "damn good" phrase, opened Tuesday morning in Bloomingdale's South Coast Plaza to a waiting line of hungry eaters.
"The concept is very simple," said Palmer, owner of more than a dozen restaurants nationwide. "It's all about ingredients and what makes a better burger."
People began lining up outside at 10 a.m. for the 11:30 a.m. grand opening. The first 300 customers received a free burger, normally priced starting at about $8.
"A lot of burgers that are considered gourmet just tack on the price," said Lake Forest resident Jeff Reitz, who arrived at 10:30 a.m. for the free burger. It was his first time at a Charlie Palmer's. "The picture makes it look good, but I guess we'll see."