He ate a burger. Every single day. For an entire year. And it wasn't just a personal challenge. Lawrence Longo had a mission. Nobody had a definitive, documented, serious burger list. No real authority on who's actually making the best burger. So Lawrence decided to become that authority eating his way through California, one burger at a time, documenting every single one.
And then he opened his own burger joint. Irv's Burgers. Because of course he did.
This is what separates the operators who build cult brands from everyone else. They don't just love food, they obsess over it. They study it. They eat it every day for 365 days straight. Full episode with Lawrence on the Hospitality Hangout.
