Recession Casualty: Pretense

Starbucks vs. Burger Jones

One restaurant doesn't exactly make a trend, but the new burger joint new Lake Calhoun -- aptly named "Burger Jones" -- appears to be embracing an anti-Starbucks marketing strategy.

So, forget Starbucks' "Tall," "Venti," and "Grande" for "Small," "Medium," and "Large" (or, is it the other way around?).

If you order a burger at Burger Jones -- and that's pretty much what people do -- the choices aren't "rare," "medium," and "well-done," or gradations thereof.

The choices are: "some pink" and "no pink."