The trendy Farm Burger restaurant is aiming to bring hip back to the Georgetown Shopping Center.

Don't get me wrong, the shopping center is on the way up anyway. There's the newly refurbished Kroger - completed a few months ago - and that's real nice. Good produce, tile flooring, Boar's Head sandwiches, the works.

But grocery stores aren't really entertainment or something to do at night. The new Farm Burger falls more squarely into that category. The franchises in Decatur and Buckhead built a name for the local chain, which focuses on local ingredients and enviro-friendly concepts.

Think grass-fed beef, and fryer oil that is recycled into bio-diesel fuel. They use reclaimed building materials as well. The result: the feel is homey and artisan - even as it sits smack in the middle of a shopping center anchored by a grocery store.

If it's your thing, read more about the restaurant's concept of using local food and fresh ingredients. Chef Tom Hogan heads the Dunwoody shop - and he's no mere cook.

O.K., onto the menu. I had the classic Farm Burger this weekend, called the No. 1. It's really, really good. The carmelized onions (I'm a sucker for them) and the aged, sharp cheddar won me over. It was $8 with sweet potato fries. I skipped the bacon option.

To be clear, I'm no food critic. (I fancy myself a mild foodie - but that's questionable.)

I also take pride in my low-brow credentials. So, I indulged in a Miller High Life, a generous $2.75, 16-ounce tall boy that is the reigning "Champagne of Beers" and goes well with a burger (and a hot fishing trip, if you're into that.)

The domestic brew offering underscores the unpretentious vibe of the place. We also got a small (8 ounce?) carafe of wine.

A disclaimer. This is my only experience eating at the restaurant, which opened in late September, so I don't claim to have a comprehensive view of all menu offerings.

Regardless, I see what I see, and here's my impression of some of the important factors of the shop's ambience. The place was packed, but not overcrowded. There's a bar/counter where you line up to order. There's nearby tables for dining inside - creating an intimate space even if it's a little on the small side.

Then there's the ice cream counter, which I avoided like the bacon - although I was tempted.

We decided to sit outside on a decked out porch. It was pleasant, but it's in a shopping center. It turned out to be not so much people watching as car watching.

So there you have it. One man's slice of burger pleasure. Read more about the restaurant's concept to see why it's all the rage right now. There's also an attached PDF of the menu to get a taste of what's there.