Why do people crowd into Village Burger Bar? Hard to say, really. While the Uptown location faces little real competition—more a problem of demand than supply—the Plano store sits between two of the best burgers in all of Dallas-Fort Worth: Kenny’s Burger Joint and Holy Grail Pub, both about a half mile away. One guess involves the rule that crowds draw like crowds.

To understand this precept, wait in an empty bar on a Saturday evening and count the number of heads that poke in for a look then turn away. Until the head count builds, people are loathe to stake a claim to some of a venue’s real estate. Fortunately, Village Burger Bar is designed for and occupied by the young and less discerning crowd, attracted by the presence of others more than the sandwiches themselves—which rate as fairly standard.

Buzz, outdoor seating, people watching where everyone looks about the same—these are the factors that count. Really, it’s a tried-and-true formula for success. So long as food meets a certain level, hovering a fraction above mediocrity, atmosphere will always triumph. By that measure, Village Burger Bar is an unqualified success.