Birthplace of the Hamburger: Louis’ Lunch – Niching Down Since 1895

Louis’ Lunch Established 1895 in New Haven, CT

If you have ever visited Yale University in New Haven, Connecticut, hopefully you stopped by Louis’ Lunch. 

Louis’ Lunch is a landmark that also serves as a perfect example of a business that practices “Niche Down til it Hurts So Good”. 

Since 1895, Louis’ Lunch in New Haven, CT has been serving a classic hamburger sandwich to customers from across the United States.

Family owned and operated by the 4th generation Lassen Family, Louis’ Lunch currently serves as one of the oldest, family-run businesses in the country.

Walking into this national treasure is like stepping back into the 19th century. 

The restaurant prides itself on staying true to the family history by continuing to preserve the past as well as serving future generations.

Recognized by the Liberty of Congress as the Birthplace of the Hamburger Sandwich, Louis’ Lunch has been featured in The Travel Channel, The Food Network, Zagat, Food and Wine Magazine, among many others.

The establishment is probably about 600 square feet and seats around 15 customers at a time. 

Two team members work behind the counter with no computer in sight. One person taking orders while the person cooks amazing burgers. 

If you find yourself indecisive and agonize over what to order at a restaurant, then this is the place for you. 

At Louis’ Lunch, you have minimal options.

This is due to the fact that Louis’ Lunch is committed to serving a classic hamburger. Made with a proprietary blend of five cuts of meat, ground fresh daily.

Dedicated to providing you an experience of the meat’s true flavor,  your hamburger is served on white toast.

In addition, Louis’ Lunch only offers cheese, onion, and tomato as garnishes. That’s it! 

Simple, Simple, Simple 

The Lassen family holds firm on their desire not to offer any condiments.

The Louis Lunch experience is about the taste and simplicity of a fresh burger grilled to perfection with cheese, onion and tomato as the only acceptable toppings.

In addition, you can order chips or potato salad and a drink to go with it.

Oh yeah, also a slice of pie for dessert.

Simple, simple, simple.

So talk about niching down till it hurts so good. 

They could offer bacon, pickles, and plenty of other toppings.

Watching the cooking process at Louis’ Lunch is absolutely fascinating. 

Burgers are cooked in the original vertical cast-iron grills dating all the way back to 1898.

I’m sure they could probably make a killer hot dog as well.

They could most likely make all sorts of other things.

But guess what?

They don’t.

They keep the process as simple as possible.

The business stands a couple blocks from Yale University and they know exactly who their customer is who their customer isn’t.

If you don’t like it, they honestly don’t care.

There is a sign on the wall that reads:

This is not BURGER KING 

You Don’t Get It Your Way. 

You Take It My Way Or You Don’t Get a Damn Thing. 

The Lassen family continues to serve the New Haven market fiercely focused on delivering you an amazing culinary experience.

Dating all the way back to 1895. 

Displaying how to profitably “Niche Down til it Hurts So Good” the entire time.