Adam started Umami Burger because he perceived a gap in the marketplace. The successful better burger concepts out there were backwards/retro looking. What he wanted to do is a forward thinking concept using modernist techniques.
There are some 20 advancements with the basic Umami burger. For instance he utilizes shitake mushrooms, the variety of mushrooms with the most umami. He also uses sun-dried tomatoes because they are always full of flavor!
Umami is basically the taste characterizing all things savory.