Danny Bone knows the burger business is a serious one.

"People have as many opinions about burgers as politics," he said.

Danny, who co-owns the two Austin Elevation Burger franchises with younger brother Dennis and nephew Ronnie, aims to sell the best burger at an affordable price. Although it is no easy feat, the Bones are well-acquainted with the food service industry and competition. The family owned the Dunkin' Donuts on Research Boulevard for more than 35 years before selling the franchise in 2007.

Three years ago, the Bones got back in the business and became the first to franchise Arlington, Va.–based Elevation Burger. The Great Hills Trail location opened in May 2009, and the Anderson Lane location opened in April 2011.

"When we found [Elevation Burger], it just screamed Austin," Dennis said.

Despite the restaurant being a franchise, Danny said the family is ingrained in every part of running their two locations, with a third opening Nov. 1.

"You hear people talk about it being a franchise, but corporate doesn't have anything to do with our success," he said.

The Bones are in the restaurants daily, and the family makes a point to eat together at the restaurant once a week.

"Every Saturday, the whole family takes up this section," said Dennis' son Ronnie, pointing at one of the longer tables in the restaurant.

Danny said the family was drawn to Elevation Burger because of the quality of the organic, grass-fed beef, aged cheddar cheese and locally sourced produce that founder Hans Hess emphasized. The beef comes from free-range farms.

"We felt good selling it," said Ronnie, who helps manage the Great Hills location.

In July, the Bones convinced Hess to add organic bacon and sauteed portobello mushrooms to the menu. Dennis said the new ingredients are an added bonus to the menu.

The Elevation Burger ($6.19) consists of two beef patties with two slices of cheddar and an unlimited number of toppings, including caramelized onions, tomatoes, lettuce, mayo, pickles and red pepper relish at no additional charge. The restaurant offers two veggie burgers, one of which is vegan.

Because burgers are a hot topic in Austin, Dennis said being near other burger restaurants—Five Guys Burgers and Fries is in the Arboretum, and Mighty Fine Burgers is at the Shops at Arbor Walk—actually helps them. He said the area's overall abundance of restaurant choices drives business.

"The more you bring in, the more people come," Dennis said.

The brothers' next move is to get the new drive-thru location up and running in the former Terra Burger location, 10611 Research Blvd. Dennis said the location will include some outdoor seating as well as a playscape.

"We're excited about opening the other one because it'll be more exposure," Dennis said.

Fresh and local

Elevation Burger uses produce distributor FreshPoint in Austin to find local produce for its burger toppings and salads. Unlike its meat, the produce is not all organic.

"Our big goal is to get to entirely organic. What holds us back is prices," franchise co-owner Danny Bone said.

He said produce is prepared and sliced at the store.

"Everything we do is almost like a burger you would make at home," Danny said.

Elevation Burger, 9828 Great Hills Trail, Ste. 110 (sit-down), 10611 Research Blvd. (drive-thru), 608-4054, www.elevationburger.com