The Disappearance of the Umami Burger. What Happened? Where Did It Go?

The Meteoric Rise and Sizzling Crash of Umami Burger

Picture this: it’s 2009, and Los Angeles is drooling over a new burger joint that’s anything but ordinary. Umami Burger, brainchild of Adam Fleischman, bursts onto the scene with a flavor bomb that screams “fifth taste” swagger. Inspired by an In-N-Out epiphany, Fleischman crafts burgers dripping with umami—think soy sauce, dried fish heads, and Parmesan crisps. These aren’t your grandma’s patties; they’re gourmet, logo-stamped, and served with a side of hipster chic. By 2012, Umami’s a foodie empire, with dozens of locations, a pizza chain, and even a fancy food court called Umamicatessen. Celebrity chefs and Hollywood stars can’t get enough, and the brand’s poised to rival McDonald’s. Burger of the Year? GQ says yes!

But hold the truffle fries—pride comes before the fall. Umami’s rapid expansion to over 25 spots, from California to Japan, stretches quality thin. Customers gripe about soggy buns and lackluster flavors, a far cry from the original magic. Rising beef prices and a shift to trendy smash burgers don’t help. By 2023, locations are shuttering faster than you can say “umami dust.” The website’s a ghost town, redirecting to a third-party platform with zero locations listed. What was once LA’s buzziest burger is now a cautionary tale of overreaching ambition, leaving fans craving the glory days.