New Burger Eatery, Run By Local Sandwich Shop Owners, Coming To Haddonfield

HADDONFIELD, NJ — David Murray and Walter Gouldsbury originally wanted to serve burgers and fries. But that wasn't feasible in their original Haddonfield restaurant space, so they focused on sandwiches instead.

That's how the culinary duo developed Crumb Sandwich Joint — a popular eatery that now has three locations. However, Murray and Gouldsbury plan to return to their longtime ambitions when they open their new restaurant: Gouldsburger's.

The eatery will take the former spot of The Fare Porter — another specialty-burger restaurant that permanently closed after about a year at 109 Kings Hwy. E.

The Crumb owners hope to open Gouldsburger's in the next four to six weeks, Murray told Patch. The new restaurant will offer several traditional staples of American fare: chicken sandwiches, cheesesteaks, hot dogs and, of course, a selection of burgers.

But Gouldsburger's isn't just any burger joint, according to Murray. The eatery will develop its ingredients through methods the chef says are uncommon or even unfounded in the burger business: baking their own bread, frying foods in olive oil (instead of soybean, peanut or canola oil), and even making their own mayonnaise.

Then there's the meat itself.

"That 10-pound tube of beef could contain 200 or 300 different cows," Murray said of the meat many restaurants use. "Whereas when you’re buying a specific piece off the primal, like a brisket for our burger for example, that's one cow. It makes a huge difference in the end result."

It's a story you've probably heard before no matter your location: a new burger joint comes to town, promising high-quality ingredients. Ground beef on a bun has come a long way since White Castle's founder claimed to invent the modern hamburger a century ago. Gone are the days of patrons unenthusiastically stating "I'll just have a burger." This is the era of the more "high-end" burger experience — a trend NPR wrote about in 2011.

The concept doesn't always succeed — evident from the short stints of several burger joints in the region that quickly came and went, including The Fare Porter. BurgerFi just entered the South Jersey market last September, only to shutter the Cherry Hill location six months later.

But in the case of Gouldsburger's, ownership carries with them the reputation of their sandwich shops. Crumb first opened in September 2021 in Haddonfield, and the eatery has since expanded to Bordentown and Medford. Check out some of Crumb's photos below:

Although Murray and Gouldsbury originally wanted to open a burger joint, they couldn't do it at the current site of Crumb in Haddonfield. Property ownership told them they couldn't install restaurant hoods because of zoning restrictions, Murray says. So sandwiches became their main game.

The limitations of the Crumb property helped form the eatery's identity — one they carried out and tweaked in Bordentown and Medford. But once ready, the new space for Gouldsburger's will allow Murray and Gouldsbury to get to cooking.

"My philosophy when I open something is, I build a concept around a space," Murray said. "I don’t bring a concept to a space."

Here are a few of the upcoming offerings:

• The Gould Standard: a signature burger with shredded lettuce, pickle chips, sliced raw onion, Cooper Sharp cheese and organic ketchup.
• Haddonfield Hot Crispy Chicken Sandwich: all-natural, crispy boneless chicken with lettuce and pickle chips, lacquered in spicy cayenne butter sauce.
• Pushcart Dog: a grass-fed, uncured-beef hot dog with tangy tomato-onion sauce.