The Halal Guys
Edited By Sobia Hussain, Halal Incorp
With humble beginnings in the form of a hot dog stand located on the bustling streets of NYC in America the brand has now evolved into one of the most recognizable fast food entities in the globe.
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The Halal Guys has become more than just a place to grab a quick bite t’s now a cultural phenomenon, a symbol of immigrant drive & a tale of how street food has the opportunity to become a global phenomenon.
The Halal Guys: From Street Cart to Street Legend
The Halal Guys started their journey in 1990 well over three decades ago, not with platters of gyro & chicken, but with hot dogs.
Three Egyptian immigrants Mohamed Abouelenein, Ahmed Elsaka & Abdelbaset Elsayed opened a small cart on 53rd Street and 6th Avenue in Manhattan.
It wasn’t too long before they noticed a growing demand among Muslim cab drivers who were struggling to find authentic Halal food on the go.
So, the three entrepreneurs made a pivot that changed everything for them. They got rid of the hotdogs & began focussing on serving hot plates of Halal-certified chicken, beef gyro, rice, lettuce & their now famous white & red sauces.
That one smart move morphed them from just another food cart into an NYC renowned brand. Ques outsides these carts were so long they stretched down the block.
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People were so enthused and excited by the food on offer they were willing to wait hours. Word of mouth soon began to spread and very quickly the brand became a household name. What originally began as a niche offering for a targeted community then suddenly became beloved by anyone with an appetite for bold, flavourful street food with a unique Middle Eastern twist.
The Food That Made Them Famous
Let’s now focus on the the real gem of the show: the grub.
The main menu is amazingly simple & consistent. Customers can choose between a range of chicken, beef gyro, or a combination of meats, which are served over a layer of golden rice, diced lettuce & pita, topped with the legendary white sauce (think creamy, tangy, garlic-y magic) &, if you’re feeling courageous, the fiery red sauce. Falafel, hummus, baba ghanoush & fries complement the menu, aligning with their Middle Eastern heritage.
What makes it unique?
It’s genuine food. Hearty, comforting & packed with full flavours. It’s the kind of food one might crave late at night at 1 a.m. or something one can get for a lunch break when you need something fast and tasty. It’s accessible, yet undeniably unique.
Building a Brand from the Ground Up
For many years The Halal Guys remained a single stand company. The exclusivity only added to their ‘USP’. Locals as well as tourists would travel to the original cart just to sample the delights.
Customers then started posting images online, started leaving Yelp reviews that read like life stories & tried to recreate the sauces within their own homes.
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Just over a decade ago the entity was ready for the next steps. The brand & team then partnered with Fransmart, a franchising business with a reputation for scaling food empires like Five Guys & Qdoba around 2014. The Halal Guys then went from street carts to a colossal franchising juggernaut.
Today, there are over 100 spots located around the globe from California to South Korea to the Philippines and even the UK. They have now become a true worldwide brand without actually losing the essence of what made them unique in the first place.
A Cultural Movement
The Halal Guys didn’t just introduce New Yorkers to Halal food they supported Middle Eastern and Mediterranean cuisine to come into the mainstream space.
The entity took a form of food that was often restricted to compact pop shops in ethnic areas & made it a national hot spot & they were able to do it without compromising their core Halal values.
The element of being genuine is at the core of their brand. The Halal Guys proudly provide Halal-certified meals in every spot, appealing not just to Muslim diners, but to a wider audience searching for clean, ethically prepared food. Their focus has showcased how cuisine can be both specific in identity & universal in appeal.
The brand also represents the spirit of the American Dream. Three immigrants who had no real wealthy investors or flashy marketing gigs made a colossal brand for themselves with sheer determination, customer service & a fab product offering. Their tale resonates far beyond the food industry & is at the heart of the communities they operate in.
How Much Are They Making?
While the entity doesn’t publicly release full & detailed financials, industry estimates might suggest that The Halal Guys have become a serious financial entity.
Some franchise spots reportedly earn over $2 million every year. The original cart itself was earning in excess of $1 million annually even before the franchise model started.
With more than 100 locations globally & new spots opening regularly, it’s obvious that The Halal Guys entity is now a multi-million-dollar company.
They have now even moved into the space of grocery store sauces & retail food items, opening up new streams of cash generation & further solidifying their space in the fast food hall of fame up there with the greats.
What’s Next for The Halal Guys?
The brand continues to build both domestically as well as globally, tapping into markets hungry for something new & authentic.
They have been leaning into the tech age using digital ordering systems & delivery apps, updating their branding as well as packaging & even teasing new menu listings to keep things fresh and innovative. But at the centre, it’s still about that same classic combo platter that won over ‘The Big Apple’.
They have also certified that you don’t need to be fancy to be unique. No gimmicks. No celebrities. Just great tasting food done correctly, served fast & full of authentic flavours.
The Halal Guys didn’t just build a global brand they created a unique legacy. From a single stand on a Manhattan corner to a renowned global franchise, they have stayed true to their roots while embracing whats to come.
Their amazing journey is a reminder that passion, perseverance & a great recipe can take you from the street corner onto the world stage and stardom.
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