Umami Burger

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Frank Bruni, Upon This Burger; In a food obsessive's quick riches lies a recipe for modern success. New York Times, Dec 17, 2013 (column)
www.nytimes.com/2013/12/17/opinion/bruni-upon-this-burger.html
("With Umami Burger, he [founder] demonstrated that a seemingly saturated market sometimes harbors unoccupied niches, unmet needs")

Note:
(a) The title "Upon This Burfer" is a wordplay on "Upon This Rock."  See Confession of Peter
en.wikipedia.org/wiki/Confession_of_Peter
(section 1.3 Selection of Peter)

* Peter (given name)
en.wikipedia.org/wiki/Peter_(given_name)
(derived, via Latin "petra", from the Greek petros meaning "stone" or "rock")

(b) "In February 2009, with about $40,000, he opened a 30-seat restaurant on La Brea Avenue named Umami Burger. Its signature was a six-ounce patty of coarsely ground, loosely packed, steak-quality beef that had been seasoned just so and was served on a soft, Portuguese-style roll. It cost $8."
(i) La Brea Avenue
en.wikipedia.org/wiki/La_Brea_Avenue
(in City of Los Angeles; "La Brea" is Spanish for "the tar," a reference to the La Brea Tar Pits)
(ii) umami
en.wikipedia.org/wiki/Umami
(iii) Go to images.google.com to see what a portuguese roll looks like.

(c) Our Classic Burgers. Umami Burger, undated.
www.umami.com/umami-burger/classic-burgers/
(i) Stilton cheese
en.wikipedia.org/wiki/Stilton_Cheese
(section 1 History: village of Stilton)
(ii) aioli
en.wikipedia.org/wiki/Aioli
(a Provençal traditional sauce made of garlic, olive oil, lemon juice, and egg yolks; The name aioli (alhòli) comes from Provençal alh 'garlic' (< Latin allium) + òli 'oil' (< Latin oleum))

(d) "To incorporate it into patties, Fleischman used a special powder that smacked intentionally of advanced culinary science, and it, along with other splashes and accessories for the burgers, brought a wide world of ingredients into play: shiitake, porcini, Parmesan, miso, soy sauce, fish sauce, kelp."
(i) splash (n): "ostentatious display"
www.merriam-webster.com/dictionary/splash
(ii) For porcini, see Boletus edulis
en.wikipedia.org/wiki/Boletus_edulis
(commonly known as porcino, among other names; has to date eluded cultivation attempts)

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Boletus edulis
en.wikipedia.org/wiki/Boletus_edulis
(section 1.1 Common names: The standard Italian name porcino means "piglet" in Italian [Latin porcinum, from porcus “hog”])