Whether a mobile site uses a hamburger icon , menu button or alternative forms of navigation, it is critical that it stands out. It should encourage the user to interact; it should work as intended; and when the menu is triggered, the user is greeted with a menu that is logical, usable and visually appealing. The first column in this series on mobile menu best practice looked at: The hamburger icon and alternative menu buttons.
The three-line ‘hamburger’ menu icon receives a lot of vitriol.