It's only fitting that another burger joint would fill in the very first Umami Burger outlet on La Brea. And here is True Burger, a new burger place that soft opened May 13 and touts quality ingredients like Jidori chicken, completely natural and hormone-free beef, with burger buns sourced from Melrose Baking Company and coffee by Caffe Vita. Management believes "that dining out should never be misleading or confusing," which is funny because the very first burger photo on True Burger's website looks suspiciously like The Original Umami burger, crinkly bun, cheese tuile and all.
Prices are about the same as Umami as well, with burgers running between $10 to $12, and even sides are almost identical. True Burger offers home fries, sweet potato fries, truffle fries, onion rings, and a pickle plate. Umami offers: Smushed potatoes, onion rings, sweet potato fries, truffle fries (with add-ons), and a fried pickle plate.
Burgers take on their on flavor profiles though. There's a brunch burger, an Italian burger, and non-beef versions with short rib, chickpeas, and even a chicken and waffles sort.
As for the space, light aesthetic changes were made that mainly involve new art and chairs. Free parking is offered in the adjacent lot, but in the future management will add valet and charge $2.75.
Right now True Burger is open for biz daily from 11 a.m. to 10 p.m. Those who check in via Foursquare and Yelp can score 25% off the bill. [EaterWire]