A guy I know at a dealer in Lincoln was telling awhile back that there was this place that he really liked in the city that served a good burger. It's evidently owned by a farm family who raises their own beef not only to serve at their restaurant, but at other restaurants around the Omaha and Lincoln area. On a recent visit out to Lincoln, I decided to stop into HF Crave and have one of their burgers.
In 1901, Isaac and Rachel Hollenbeck left St. Joseph, MO and homesteaded a farm on federal ground about 20 miles east of Lincoln. They farmed the land and raised Hereford cattle. Issac and Rachel passed the farm along to their son Don who, in turn, eventually passed the farm along to his son Myron.
In 1992, Myron Hollenbeck and his son Myron, Jr. - known to all as J.R. - started to do an artificial breeding technique that would create a herd of genetically superior cattle known as Maine-Anjou. Maine-Anjou cattle originated in France and was registered in the United States in 1969. There are about 20,000 head of Maine-Anjou in the U.S. and most - if not all - are bred for beef consumption. The Hollenbeck's cattle were range-free and grass-fed with no injected antibiotics, steroids or hormones.
Now the fourth generation Hollenbeck at Hollenbeck Farms, JR and his then-wife Marcy started marketing Hollenbeck Farms All Natural Beef in 2005 in frozen packs at farmers markets and local grocery stores around Nebraska, often grilling burgers on site at local events for people to try. It wasn't long before restaurants took notice and a number of places started to use Hollenbeck beef on their menus. When the Twisted Cork Bistro in Omaha was named as having the best burger in the state of Nebraska by the Food Network in 2009, they said that their main secret was using Hollenbeck Farms beef. (Click here to read about the Road Tips visit to try a burger at the Twisted Cork.)
By 2010, the Hollenbeck's began to look more in depth at the burgeoning gourmet burger market and came up with an idea called the Better Burger concept that they would use to highlight the beef they sold to stores in a restaurant setting. They looked for a spot to open their restaurant and found an opening in a strip mall on Lincoln's far south side that used to house an Indian restaurant. HF Crave opened in the summer of 2011. Partners in the business at the beginning, J.R. and Marcy Hollenbeck eventually divorced in 2015.
HF Crave is located along Pine Lake Road as it intersects with S. 27th St. across from the SouthPointe Pavilions shopping district. (see map) It's counter service at HF Crave with the menu hanging on the wall behind the front counter. They had a dozen signature burgers to choose from including a smoked bacon, cheddar cheese and ancho chile barbecue sauce burger, a pepper-crusted patty topped with cheddar cheese, onion strings and steak sauce, and for the really hungry they had the Barnyard Massacre burger that featured three-8 ounce burger patties, topped with 3 eggs, ham, bacon and six slices of cheese. And it also comes with a pound of fries. It's also a "food challenge" burger as for those who finish the burger and fries in 25 minutes they'll get a gift certificate, a t-shirt and their picture up on a "wall of fame" at HF Crave.
The dining area at HF Crave is what I would call contemporary industrial. The space was narrow, but open. The booths were basic wood benches while the chairs at the various tables were a heavy metal. And they weren't very comfortable. HF Crave definitely didn't want their patrons to linger after eating as the seats were pretty hard.
When I placed my order at the counter, I went with the "build-your-own burger". When I stepped up to the register to order, I told the young lady that I wanted to build my own burger. "You don't want one of our specialty burgers," she asked. Uh, no. Sorry. She then proceeded to tell me that she was new and she really didn't know the procedure for the build-your-own burger. I had to point out to her that it was a five-step process - 1) select the type of meat you want (HF burger, chicken breast, portobello mushroom or veggie burger), then 2) select what kind of bun you wanted. Step 3 was to choose the type of cheese you wanted on the burger from a list of seven different types of cheese, then the fourth step was to choose the type of veggies or condiments you wanted on the burger. (Interestingly, mustard and ketchup was not made available as a choice.) The final step was the "extras" such as smoked bacon, a fried egg, guacamole, onion straws or an extra patty - all for a price.
I placed my order for my burger - a Swiss cheese burger on a brioche bun with bacon, sautéed mushrooms, red onion slices and dill pickles. She was having trouble figuring out what to push on the point-of-sale register to get my burger made up. I thought, "Oh, boy. This could be interesting." When I ordered up a bottle of the Omission pale ale, she excitedly remarked before she handed it to me, "This beer is gluten free? Really? I'm into gluten free foods. I didn't know you could get beer that was gluten free!" Geez, come on! Just give me the beer and let me go sit down!
As I was sitting there, one of the guys came out of the kitchen and came to talk to me. He asked me questions about my burger - what exactly did I order and did I not want fries with the burger. I let him know what I had ordered and, no, I didn't want any fries. But I became more and more concerned as it seemed to take an inordinate amount of time to get my single burger out to me. After about 20 minutes after I ordered, another guy from the kitchen brought it out to me.
Well, someone screwed up. It didn't have the bacon - for which I paid extra - or the Swiss cheese on the burger. By this time, I was so disgusted by the experience that I just wanted to eat what I had and get out of there. Once again, there was no ketchup or mustard on the table and there was only some ketchup in a dispenser in the corner for fries. I got some ketchup out of that and put some on my burger since it didn't have the bacon or Swiss cheese on it.
The chargrilled burger was thick and juicy, something that I've found is tough to do for some places who chargrill their burgers over direct flame. It did have a good taste to the meat, but I was still somewhat discouraged by the lack of the cheese and bacon they forgot to put on the burger. The brioche bun was lightly toasted and was spongy. It held together very well with the juiciness of the burger. The sautéed mushrooms were tasty, the red onion slices were very fresh and forward tasting, and the dill pickles had a great vinegary taste. Yeah, it was a good burger, but they really screwed it up for me.
Sometimes bad experiences in restaurants puts a sour taste in my mouth. Psychologically, it doesn't make the food taste any better when they screw up my order. And that's exactly what happened on my visit to HF Crave. I can't give the new girl at the counter a pass, nor can I give a pass to the cook who came out to confirm the toppings on my burger. They still left off the Swiss cheese and the bacon - and I paid extra for the bacon. It was a good tasting burger, but it would have been better with the toppings I had ordered. I wish my experience would have been better at HF Crave. I really don't know if I would go back to see if they could get it right a second time.