He caters to those who protect our freedom.
A group of teenagers from Long Island has started a burger business where veterans can enjoy meals at no cost, with a portion of the profits going to support active military members and their families.
“These veterans risk their lives so we can have opportunities like this,” said Will Burel, a high school senior who’s passionate about the cause.
Burel, the owner of Wills Smash Burger located in Mattituck, explained that his mission was sparked by a military-style boot camp he attended in Vermont.
His efforts have already caught the attention of Kyle Palmeli, a New York Islanders forward. Palmeli, a Long Island native, brought his son to the burger stand and expressed interest in partnering through a foundation aimed at supporting veterans.
“We owe our freedoms to them; they put everything on the line,” Burel mentioned about active and veteran military members.
This enterprising youth funds his venture from a dedicated corner in the center, where he includes handwritten uplifting notes, like “striving to strive,” tucked into customers’ bags.
“It’s not just about profits or fame,” he said. “What matters is doing the right thing, always avoiding shortcuts.”
His culinary journey began when he offered products like patriotic t-shirts at a winter dinner event in Greenwich, Connecticut, where he raised $1,500 while flipping burgers for the Pro-Soldier Gary Sinise Foundation.
Having grown up in a cooking family, Burel recalls, “I used to mold burger patties and make sausages when I was younger.” His father taught him valuable BBQ skills from an early age.
Alongside a food truck at Brunswick School sports events, he also purchased a picnic table for customers to enjoy their meals outside.
Transformative Experience
Reflecting on his military insights, he shared a pivotal moment during his time at Camp Spartans in Vermont, where he interacted with numerous veterans.
“I learned so much there, especially while chatting with veterans,” he remarked. “After hiking and participating in physical challenges, my outlook shifted completely. It’s important to finish strong and take risks,” he added.
A family friend of several Green Berets, Burel is committed to making a positive impact in his community.
His experience in New England has motivated him to join an ROTC program in college, ultimately aiming for a career in the Army.
In the meantime, he focuses on perfecting what his establishment claims to be the best smash burger on the North Fork.
“I try not to overwork the meat. I prefer to carefully caramelize onions and toast them properly. Then I cook them evenly and finish with some fat,” he explained.
“There’s a special sauce that I make—ketchup, mustard, Dijon, mayonnaise, and a hint of pickle juice. Plus bacon and onion jam, which I just love mixing together.”
Burel also features “The Green Beret” special, which appeals to hearty eaters and includes a smash burger topped with lobster and warm butter.
“We offer lobster because no one else does,” his menu boasts.
Gaining Popularity
Thanks to his growing success, Burel has become a well-known figure in the community; he recognizes nearly every customer by name, with friends helping to spread the word through flyers around Mattituck.
He has hosted events at local venues and is slated for an upcoming gathering at Macari Vineyard, having already drawn attention from celebrity clients like Palmeli.
“I can’t express how thankful I am to veterans,” Burel said. “I feel lucky to be a part of this amazing country.”
