Most never heard of 7X but it is a high quality beef that has its heritage from Japan. Long story but the bottom line is the beef in these burgers are the best you have EVER eaten. The beef is above the USDA scale and beyond Prime. They do not make a big deal about the quality of their beef which is a major mistake as it is a big deal. Also, this place has almost no signage and you have to look hard to find it. Also a big deal. For me this is a lunch place. While they are open for dinner, its really custom fast food with high quality beef and is not a dinner experience. The fries are also very good.