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cuisine and cravings. we are hearing more from the man who says he has the secret behind it all. we are up all nightline with abc s nick watt. umami, a rich savory taste found in many foods we crave most. rich, former finance guy one-time wine expert has built a burger empire on that taste called umami. you are selling how many burgers. a million dollars a week. how many restaurants. 25ish. lost track. reporter: armed with umami, japanese for delicious, he muscled his way though a crowded luxury burger market, shake shack, five guys. he s in l.a., vegas, chicago and new york. what is umami and why do we

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