On Saturday, October 10, 2026, the date did the marketing. 10/10 Burger, the viral smashburger popup founded by YouTuber and author Mike Majlak, opened its first permanent brick-and-mortar location in the United States at 1253 Vine Street in Hollywood. The opening date matched the brand’s numeric moniker, 10/10, a piece of showmanship that tells you most of what you need to know about how this company thinks.
Until that Saturday, 10/10 Burger existed only as a moving target: temporary popups, festival appearances, and a steady feed of widely shared videos showing celebrities eating the burgers on camera. Logan Paul tried them. LA Rams wide receiver Puka Nacua stopped by for a bite. The videos did the work that a lease usually does, building demand among people who had never once been able to walk into a 10/10 Burger on an ordinary Tuesday. Now they can.
From Popup to Permanent
Majlak has described the burger as the product of a lifetime of research. Speaking to TimeOut ahead of the opening, he said he has eaten hundreds of burgers around the world and spent his life figuring out exactly what makes the perfect one, calling 10/10 Burger a curation of everything he learned along the way. He added that the team had taken the concept around the world to massive crowds, but that a permanent home in Los Angeles was the milestone he had wanted for a long time.
The celebrity flywheel is the other half of the story. 10/10 Burger first broke through on social media through videos of famous people eating the product, a distribution strategy that costs nothing and reaches everyone. Hollywood has watched celebrity food brands come and go for decades, and most of them trade on a famous name while the food stays forgettable. The bet here runs the other way: the burgers earned the famous customers first, and the permanent location is the payoff. This is a city where the restaurant business has always doubled as theater, something David’s Guide has observed across 27 years of black-tie nights in Los Angeles.
For the uninitiated, a word on the format. A smashburger starts as a thin ball of ground beef pressed hard onto a screaming-hot flat-top, a technique that creates maximum crust and caramelized edges in about ninety seconds. It is built for speed and texture, and it is unforgiving: done right, you get lacey, crispy edges and a juicy center; done wrong, you get a dry puck. The format has become the defining burger language of Los Angeles in the 2020s, and 10/10 arrives with its technique already famous.
The Location: 1253 Vine Street
The address is 1253 Vine Street, Suite 5, Los Angeles 90038, on Hollywood’s Vine corridor. Posted hours are Sunday through Thursday, 11 a.m. to 10 p.m., and Friday and Saturday, 11 a.m. to midnight. The late weekend close is doing real work here: this is a neighborhood that eats after shows, after games, and after premieres, and a smashburger counter open until midnight is positioned for exactly that traffic.
If you cannot get to Vine Street, the Hollywood location delivers daily through Uber Eats, DoorDash, and Grubhub.
There is a second act already in motion. Another 10/10 Burger is planned for the Arts District on South Santa Fe Avenue, though no opening timeline has been announced. If the Hollywood opening performs the way the popups did, expect that timeline to firm up quickly. The Arts District, with its brewery-and-gallery foot traffic, is a natural second beachhead.
What to Order
The menu is short, which is the point. The centerpiece is the 10/10 Burger: one, two, or three smashed beef patties with American cheese, grilled onions, pickles, and the brand’s 10/10 sauce on a toasted potato bun. The single is $7.
Start with the single, even if you are hungry. A single is the purest read on a smashburger operation: the crust, the sauce ratio, the bun integrity. If the single sings, the double is your second visit. Prices for the double and triple had not been published as of opening week, so consider the single the known quantity.
The other anchor is the Fried Chicken Sandwich at $10: a sizable piece of fried chicken with pickles and the 10/10 sauce. Every order can be built into a combo with homemade french fries and a drink.
Then the wildcard. The Hollywood location is reported to serve a Cinnamon Toast Crunch milkshake, the kind of menu item engineered for the feed. Whether it becomes a permanent fixture or stays an opening-era draw is unclear, but it is the item most likely to appear in the photos of the people in line ahead of you.
Prices
Two prices are confirmed: $7 for the single 10/10 Burger and $10 for the fried chicken sandwich. Double and triple burger prices and combo prices had not been published in any coverage as of October 12, so treat anything beyond those two numbers as unconfirmed until the restaurant posts them. The full menu is at 1010burger.com/menu, and @1010burger on Instagram is where popup veterans will recognize the operation.
The value proposition is already legible. Seven dollars for a smashburger with this much pedigree, on Vine Street, in 2026, is a deliberately aggressive price. It reads as an opening statement: premium product, democratic price, volume over margin. Whether the price holds once the opening crowds normalize is one of the more interesting questions in LA food right now.
Why Hollywood, Why Now
Timing an opening to 10/10 is cute. Signing a lease is the substance. Popup brands are optionality; a brick-and-mortar on Vine Street is a commitment to rent, staff, and consistency, the three things that kill most viral food concepts. A popup can sell a great burger once. Only a permanent kitchen can prove it can sell a great burger a thousand times, to the same standard, on a rainy Tuesday.
The competitive moment is real, too. Los Angeles is in the middle of a burger surge: Santa Monica just welcomed Gott’s Roadside, the James Beard-recognized Northern California burger name, which soft-opened October 1 at 401 Wilshire Boulevard ahead of its October 2 ribbon cutting. Two notable burger openings inside ten days, on opposite sides of the city, suggests operators see the same thing: LA’s appetite for a great burger at a fair price is nowhere near satisfied.
Hollywood is also the right stage because it is the hardest one. The Vine corridor sits between the Walk of Fame crowds, the theater district, and the neighborhood’s late-night economy, which means the restaurant will be judged by tourists, locals, and the industry in the same week. That is a tougher test than a popup festival, and a more honest one.
Know Before You Go
Go on a weeknight if you want the shortest line; opening-month crowds at viral restaurants skew hard toward weekends. Check @1010burger on Instagram before heading over for same-day updates. If you are building a day around it, our roundup of free things to do in Los Angeles this weekend is the natural companion. And if you would rather skip the line entirely, daily delivery through Uber Eats, DoorDash, and Grubhub covers the neighborhood.
The address, once more: 1253 Vine Street, Suite 5, Los Angeles 90038. Sunday through Thursday, 11 a.m. to 10 p.m.; Friday and Saturday, 11 a.m. to midnight. The single is $7. Everything else, you will have to go find out.
