The place is set up a differentiator where you can customize or make your own burger but there isn't really anything different. If you head to Five Guys and A&W, perhaps you'll get a comparable experience. The staff is quite friendly but need to show some passion around why this place is different - is there a Licks culture that sets it apart from the rest? Perhaps. I tried the chicken burger and it was fine. The concept is good and the name is fancy but am sure they can make the place even better.