When Pico opened in the Los Alamos General Store three years ago, they wanted to support North County locals by offering half-off meals every Wednesday night to card-carrying residents. “But when winter came,” Chef Drew Terp explains, “we knew we were not going to make any money if we kept charging half price.”
Instead, Terp started making a secret burger menu every Wednesday night just for those regulars. Week one, they sold 19 burgers. Week two, 70. Week three, Terp says, “We sold out of burgers in an hour.”
With a hit on their hands, Pico owners Will Henry and Kali Kopley started opening on Sundays, strictly serving Terp’s Burger Night menu. You could get a regular with customized toppings, the special burger of the week, or a Dagwood, Terp’s homage to the Blondie comic’s physics-defying mega-sandwiches. And the crowds kept coming.