Very reasonable. Not special.
$10 got me a double grilled with cheese, fries and a drink. The place was clean. Service was friendly. Ticket time was around 10 minutes.
Grilled burgers are the best IMO. So, this I liked. I could really taste the grilled flavor. And, the burger wasn't buried with too many condiments. The fries were tasty, not over-salted AND they stayed hot until after I'd finished the burger (something some other burger places could learn how to do!). The black iced tea was just so-so.
Here's the thing: $10 is a bit pricey for a lunch on any kind of regular basis. Especially when there are so many other choices at this price-point that gets you more food or a more "sit down restaurant" experience.
$10 for a dinner is inexpensive. This isn't really my idea of dinner, though.
So this is a tough spot for them to be in. Good food. Not necessarily the best bang for the buck.
Without a doubt better than many similar places - that fry the meat - and better, IMO, than the typical fast food franchises all of which come in a bit less pricey.