First look: FLIP

Flip Burger (Credit: Jana Hicks)

Perhaps the most aptly named restaurant in town, FLIP is a contemporary burger boutique. From the location to the décor to the food, FLIP defies the stereotype of hamburger joints. Located on Howell Mill Road across from run-down auto repair shops, FLIP’s newness, modernity and ingenuity stands in stark contrast to its surroundings.

A different meaning of ‘location, location, location’
FLIP’s location near Chattahoochee Avenue is classified as intown, yet it’s not one that seems highly coveted. Until the recent opening of The Social House breakfast eatery nearby, the area was perhaps most frequented for the large Wal-Mart just off I-75. But if the crowd at FLIP on a recent Thursday night is any indication, the restaurant’s seemingly sudden arrival is sure to change to face of the area. Hmmm … maybe location isn’t everything!

Inside, outside where are we?
When most people think of burgers, they think fast food, or at least fast-casual eateries. FLIP defies this American perception with the advent of the gourmet burger—in a restaurant decorated as precisely and as sleekly as SoHo’s best. Designed by Ai3 with a “modern sophistication” and a “light-hearted approach” in mind, the look conveys the unconventional, edginess and playfulness of the cuisine and of Creative Director Richard Blais himself.

The restaurant has clean lines and uses geometric shapes; smooth, light wood; muted silver and splashes of red and black to add interest amid white booths, ceilings and tables. Above a large bar, four rectangular mirrors with ornate white frames are interspersed with two identically sized and framed flat-screen TVs. The result is captivating. Roomy plush booths padded on all sides (including above) form semi-private dining areas parallel to the bar. In the center of the room, high-top tables are squeezed together, possibly to encourage mingling. An artsy mural frames the open kitchen on the back wall. Outside, a more casual patio offers additional seating.

A burger boutique indeed
How many burger joints do you know of that have specials (and we’re talking chef-driven daily dishes, not just discounts)? FLIP’s menu (which requires customers to flip it around in all different ways in order to read all the options) features a range of burgers from the traditional FLIP burger (ground in-house with a combination of beef, steak and short rib) to the Philly (topped with green peppers and homemade cheese whiz) to the Codfish (great for those who don’t like meat). There are vegetarian options as well as specials, like the Cuban burger.

Side items come separately, but with melt-in-your-mouth fresh goodies like the sweet potato tots, they’re well worth the price. All sauces, including the Korean-inspired ketchup made with soy sauce, are made on the property, and since Blais has a degree in molecular gastronomy, he uses liquid nitrogen in the preparation of a number of the beverages, desserts and side items. This prevents the drinks, like the oh-so-sweet Apply + Cinnamon cocktail, and the milkshakes, like the addicting Nutella + Burnt Marshmallow, to remain cold without becoming diluted with ice. Though the “burger boutique” idea and the incorporation of chemistry into the food preparation and presentation may seem overly pretentious to some, the gourmet food and unique atmosphere of FLIP likely will continue to attract an enthusiastic crowd.