Los Angeles has long been the place where food dreams are made, but every once in a while, a culinary phenomenon comes along that stops the city in its tracks. Enter 10/10 Burger, the now-legendary smashburger popup that has taken social media by storm. After months of impossible-to-ignore hype, celebrity visits, and sold-out temporary appearances, the brand is finally ready to trade its roving popup setup for something more permanent. In a move that will delight fans and hungry locals alike, 10/10 Burger will open its first-ever permanent U.S. brick-and-mortar location in the heart of Hollywood. The address is 1253 Vine St., and the doors will swing open on Oct. 10 — a date that, fittingly, mirrors the brand’s name. For a concept built on ten-out-of-ten flavor, opening on 10/10 feels less like a coincidence and more like destiny. The store is set to become the latest addition to a neighborhood already steeped in entertainment history, and it promises to bring an energy that matches its surroundings. It’s a smash hit in every sense of the phrase: literal smashed patties, viral success, and a story that feels tailor-made for the digital age. The journey from popup to permanent hasn’t happened overnight. 10/10 Burger built its reputation slowly, then suddenly, through carefully orchestrated social media moments and appearances that turned heads and created long lines. Now, with a fixed home on Vine Street, the popup era gives way to a new chapter. For fans who have followed the brand from its earliest days, it is a moment of triumph. For curious first-timers, it is an invitation to experience a burger that has inspired countless videos, reviews, and word-of-mouth recommendations. The date itself is likely to be a spectacle. Expect a crowd, expect an atmosphere, and expect burgers served hot and fast from a kitchen that has spent years perfecting the recipe. In a city where food trends can vanish as quickly as they appear, 10/10 Burger seems determined to stay. And with its first permanent location opening in such an iconic setting, the message is clear: this is not just a moment. It is a movement.
Behind the brand is Mike Majlak, a YouTuber, author, and self-described burger obsessive who has spent a lifetime chasing the perfect bite. The genesis of 10/10 Burger is deeply personal. Majlak has said he has eaten hundreds of burgers around the world and spent his entire life trying to understand what makes one truly exceptional. The menu at 10/10 is his answer. He has taken the concept around the globe, drawing massive crowds at popups, but a permanent home in Los Angeles means something more. “I’ve wanted to do this for a long time, and I’m excited for people to finally be able to walk through our doors and experience 10/10 the way I always envisioned it. It’s a dream come true,” he told TimeOut, with a sentiment that feels genuine rather than rehearsed. The road to this moment has been paved with attention. The popup first gained notoriety on social media thanks to widely shared videos of celebrities trying the food. Names like influencer Logan Paul and Los Angeles Rams wide receiver Puka Nacua helped put the brand on the map. But celebrities are only part of the story. 10/10 Burger was built on the kind of grassroots enthusiasm that comes from genuinely good food and the kind of internet buzz that money can’t always buy. Every popup became an event. People lined up, filmed their reactions, posted their reviews, and turned the act of eating a burger into shareable entertainment. Throughout it all, Majlak remained the driving force, a charismatic entrepreneur with an eye for content and an exacting palate. Interestingly, Hollywood is not the only destination. A second location is already planned for LA’s Arts District on S. Santa Fe Ave., though no opening timeline has been announced. This suggests the brand is thinking long-term, building an empire that could expand far beyond its origins. The Arts District itself is known for its creative energy and food-forward culture, making it an ideal second home. For now, all eyes are on Vine Street, where a popup-era legacy will start its next chapter. It may have taken time, but 10/10 Burger is turning a digital phenomenon into something permanent, with a brick-and-mortar home that fans can visit whenever the craving strikes. The move feels like the natural evolution of a brand that has always been about perfecting the fundamentals and letting the food speak for itself.
At the center of 10/10’s menu is the burger that started it all: the 10/10 Burger. This is not a fussy, over-engineered creation. Instead, it celebrates the simple, satisfying magic of a smashburger done right. Each order comes with one, two, or three smashed beef patties, cooked on a hot surface to create craggy, caramelized edges that deliver an unmistakable crunch with every bite. The patties are layered with American cheese, grilled onions, and pickles, all cradled in a toasted potato bun that is soft enough to absorb the juices but sturdy enough to hold everything together. The finishing touch is the brand’s signature 10/10 sauce, a creamy, tangy spread that ties all the flavors together. For those who believe a burger should be a full experience, the pricing is refreshingly accessible: a single burger costs just $7. That price point feels almost subversive in a city where gourmet burgers routinely command double digits. But 10/10 Burger is not a one-hit wonder. Poultry fans are equally well served with the Fried Chicken Sandwich, featuring a sizable hunk of fried chicken, pickles, and a generous smear of the same beloved 10/10 sauce, all for $10. It’s the kind of sandwich that holds up on its own, offering a crunchy, juicy contrast to the smashburger. For those who want the full meal, all orders can be served as a combo with homemade french fries and a drink. And in a detail that has already generated plenty of excitement, the Hollywood location will reportedly serve a Cinnamon Toast Crunch milkshake. Yes, the childhood breakfast cereal, transformed into a rich, creamy dessert. It is a nostalgic, playful addition that fits perfectly with the brand’s personality. The menu, in many ways, is a masterclass in restraint. There are no unnecessary contortions, no over-the-top additions designed to chase viral moments. The focus is on execution, quality, and flavor. Whether you’re biting into the smashburger’s crispy edges or the fried chicken’s golden crust, every component has clearly been chosen with intention. The sauces, the buns, the pickles, the onions — they all work together in harmony. It all comes back to Majlak’s stated obsession: figuring out exactly what makes the perfect burger. The result is a menu that feels both familiar and distinctive, instantly recognizable yet unmistakably its own. When the doors open on Oct. 10, the centerpiece will, of course, be that burger. But the supporting cast is just as ready for the spotlight.
10/10 Burger’s arrival in Hollywood comes at a particularly interesting moment for the food world. Smashburgers have become one of the defining culinary trends of this era, displacing the towering, overstuffed burgers that once dominated menus. There is something appealing about their honesty. A smashburger is not trying to be a work of architecture. It cares about flavor, texture, and the pleasure of a crispy, juicy bite. 10/10 Burger has embraced this philosophy wholeheartedly, and its new home on Vine Street places it right at the center of mainstream culture. Vine Street is famous, of course, for its connection to the entertainment industry, historic recording studios, and legendary nightlife. There is a certain poetry to opening a burger spot on a street so deeply tied to dreams of fame and celebrity. But 10/10 is not just hoping to borrow some star power. The brand already has plenty of it, thanks to the celebrity visits that helped make it famous. The popup era felt like a series of exclusive, can’t-miss events. A permanent location changes the energy completely. What was once perishable and fleeting now has a home. That shift also says something about the changing nature of food and media. In the past, restaurants became famous through reviews and word of mouth. Today, a single viral video can transform a popup into a nationwide phenomenon before a single permanent kitchen opens. 10/10 Burger is a perfect example of this new reality, where influence is measured in views, comments, and shares. The Hollywood opening is not just about serving food; it is about creating an experience that lives up to the online hype. Fans expect the same great taste they have seen in countless videos, but they also expect the energy of a destination spot. The location, the design, the vibe — all of it will be scrutinized by an audience that has already formed a strong attachment to the brand. The Cinnamon Toast Crunch milkshake, the 10/10 sauce, the smash patties, the uniformed team cooking at a frantic pace — these are the elements that will define the experience. If the popups are any indication, 10/10 Burger will deliver. It is a story that feels uniquely contemporary, but the fundamentals are timeless. Great burgers, great ingredients, and a sense of joy. Vine Street, with its bright lights and restless spirit, is the perfect stage. The line will likely be long, but the wait will be worth it.
For Mike Majlak, the opening of 10/10 Burger’s first permanent location is the culmination of a long journey that began far before the celebrity visits and viral videos. In many ways, this is a love letter to fast food culture, memory, and craft. Majlak’s enthusiasm for burgers is not a marketing gimmick. It’s woven into the very fabric of the menu. Every detail, from the potato bun to the sauce, has been chosen because it works. The journey has moved quickly, but it has not been without challenges. Popups are inherently temporary operations. They require packing up equipment, building teams, coordinating with venues, and generating enough excitement to draw a crowd. 10/10 Burger has not only done this repeatedly, but it has done so around the world. “I’ve eaten hundreds of burgers around the world and spent my entire life figuring out exactly what makes the perfect burger,” Majlak told TimeOut. “10/10 Burger is a curation of everything I’ve learned along the way. We’ve taken this concept around the world to massive crowds, but having a permanent home in Los Angeles is a huge moment for me.” That sense of culmination is likely to be felt by everyone who walks through the doors. It is common for popup concepts to fade, especially when they rely on hype. But 10/10 has the advantage of a genuinely strong product and a loyal fanbase. The permanent location gives those fans a place to return to again and again. It also allows the brand to build a deeper relationship with its community. Instead of chasing the next event, 10/10 can finally settle in and focus on what matters most: serving a great burger to anyone who craves one. The Hollywood store is a promise. It says that what was once a temporary thrill is now a real, enduring destination. For the founder, it is proof that patience, persistence, and an uncompromising approach to food can pay off. And for the people who have followed along since the beginning, it is an invitation to be part of the next chapter. After years of popup events that were, by definition, fleeting, this is permanence. This is the moment when a wild idea becomes a true establishment. The word “dream come true” can often sound like a cliché, but in this case, it feels earned.
Looking ahead, 10/10 Burger is clearly not content to rest on its Hollywood debut. The already-planned second location in LA’s Arts District, on S. Santa Fe Ave., signals ambitious growth and suggests that the brand sees itself as a serious player in the city’s restaurant landscape. While no timeline has been given for the Arts District opening, the announcement alone is enough to energize fans who may not be able to make the journey to Vine Street. It also raises a tantalizing question: how far can 10/10 go? If the first permanent location succeeds, there is every reason to believe more doors will open, perhaps beyond Los Angeles, perhaps beyond California. The brand’s viral reach, combined with a strong product and charismatic leadership, creates enormous potential. But for now, the focus is squarely on Oct. 10, when Hollywood’s newest burger spot will finally open to the public. There is something beautiful about the symmetry of it all. A burger rated 10/10, opening on 10/10, at a spot that feels destined for iconic status. It is the kind of story that people will tell after waiting in line, after taking their first bite, after posting their own review. This is not just a restaurant opening. It is a cultural event, a milestone for a brand that has become a symbol of how food and internet culture now intertwine. The popup era was a proving ground. The permanent location is a graduation. For Majlak, it represents years of tasting, learning, and perfecting. For Los Angeles, it represents a new reason to celebrate a cuisine that never goes out of style. And for the fans who have supported 10/10 Burger from the beginning, it represents the joy of seeing something real emerge from the noise of the digital world. The burgers will be smashed, the sauce will be generous, the fries will be homemade, and the Cinnamon Toast Crunch milkshakes will likely be flowing. On 10/10, Vine Street will be the place to be, and 10/10 Burger will finally have a permanent home. It is a story of hard work, social media magic, and an unwavering belief in the simple power of a truly perfect burger. For those lucky enough to be in Los Angeles, the wait is almost over. For the rest of the world, the moment is just beginning to unfold.
