be all tacos, soon america will want wraps. never happens. >> reporter: forget the golden arches. he believes he are living in the golden age of burgers. >> people have much higher expectations for what a hamburger can be. >> reporter: back at smash burger they're searing, smashing, salting every burger to order for hundreds of thousands of customers who come in every day. but cooking up a good burger isn't exactly easy. >> uh-oh. >> reporter: i only got half. but the taste -- fantastic. a smashing success. for "nightline," i'm linsey davis, in hackensack, new jersey. >> have to taste it to believe it. >> got to have a cheeseburger again. every time i see cheeseburger stories. the best. do you have a favorite chain? >> shake shack. i don't know if this can beat shake shack. you? >> bobby's burger palace. bobby flay, chef, one on jersey shore. it's awesome. >> better than shake shack? >> dare i say, maybe. i don't know. i will get a dirty look from