The thought of another burger joint joining the ranks of the already heavily-populated field of existing Atlanta offerings, may elicit an eye roll or a complete shun all together. While there is good reason to bemoan another restaurant touting itself as the premiere "burger innovator," sometimes a new spot comes along that truly seems to be setting its own path in the crowded culinary world of burger supremacy. Newly taking up residence in Midtown, burger hot spot BGR is attempting to give the classic comfort food a stylish (and gourmet) makeover, sure to convince even the most jaded burger enthusiasts. Setting up shop in the space that formerly housed Doc Green's at Atlantic Station, BGR touts itself as "the burger joint," which means they have a lot to live up to to not only impress, but sustain longevity in the Atlanta restaurant market. The atmosphere is fun and welcoming, with an equally soothing and energetic color palette and design scheme. Another element that BGR has going for it, which may be due to the location, is that it has a balanced mix of single, young adults, couples and families with small children. Having these types of customers frequent BGR should make it even easier to turn them into full-on BGR burger converts. Now that you know the location, the atmosphere and the crowd, let's delve deep into the main attraction...the food, specifically the burgers. Besides offering a basic burger cooked anyway you like and piled high with your favorite additions, BGR has an interesting variety of alternative burger options that beg to be tasted. There is the Ahi Tuna (sushi-grade tuna topped with grilled pineapple, pickled ginger and teriyaki sauce), the Lobster (lump claw and knuckle Maine Lobster meat, BGR dressing and lettuce), the Greek (fresh leg of lamb, tzatziki sauce and feta cheese) and the 9 Pounder (a 15.4 pound burger that contains two heads of lettuce, eight tomatoes, three red onions, four whole pickles and topped with the special BGR mojo sauce. If you can finish it in one setting, it's on the house.) As the perfect complement to your burger, the thickly-cut Yukon Gold fries can be topped with parmesan, rosemary or roasted garlic, while the onion rings are beer battered and fried to crisp golden brown. BGR is located at 264 19 th Street, Atlanta, 404-228-6469. Operating hours are: 11 a.m. - 9 p.m. Sundays-Thursdays; 11 a.m. - 10 p.m. Fridays and Saturdays. For more information visit www.bgrtheburgerjoint.com . For more information about the author, Danielle Jennings, please visit my Google+ profile page.