I like choices. I like Blu Burger Grille because, while they serve other menu options, the central concept is building your own burger which means you've got choices.
I like the idea that you can build your own burger and that "burger" can mean other things like "lamb", "turkey", "veggie" , "salmon", Kobe, etc....
The other thing I like about the Blu Burger Grille is that they serve Sweet Potato French Fries as a french fries option! (Although - to be honest - I still think that Fez serves better Sweet Potato FF and their garlic sauce is to die for.)
I wasn't impressed with the service and the outdoor "patio" is overlooking the parking lot. The place overall is exactly what I've come to expect from Arizona strip mall restaurants.
But don't let my last paragraph deter you -- on the whole - it's a kind of fun experience - the true "blu" definition of "have it your way."