By Kerri Adams, Foodable Network
Today’s foodie isn’t always interested in the cuisine they are used to. It’s really a great time to be a diner, especially for those who want to try different flavors. The restaurant market now offers an array of diverse cuisines, many of which are at affordable price.
Middle-eastern cuisine, in particular, is on the rise. We are seeing more of this style of food now be served in the fast-casual format.
Another trend we have seen over the last five years are that food cart and mobile concepts expanding to brick-and-mortar stores.
The chain Halal Guys have been a part of both movements, appealing to customers looking for Middle Eastern tastes while also expanding from a wildly popular NYC food cart to a fast-casual chain.
We decided to take a closer look at the Middle Eastern concept and its evolution from a food cart to a fast-casual chain.
The Beginning
In 1990, the three founders aka “The Halal Guys” Muhammed Abouelenein, Ahmed Elsaka, and Abdelbaset Elsayed opened up a modest hot dog cart on West 53rd & 6th Avenue in New York City.
But, the founders soon realized that the last thing NYC needed was another hot dog stand. So in 1992, the cart switched over to a new menu and officially became The Halal Guys.
Their target demographic at first were individuals who recognized Middle Eastern cuisines, specifically Muslim cab drivers looking for a quick bite in between rides.
The brand quickly became famous for its chicken and gyro over rice platter and the red and white sauces.
Guests wait in the long line to get The Halal Guys’ grub | YELP
The cart would often have a long line of patrons, but cabbies weren’t the only ones waiting for the Middle Eastern street fare. Tourists and locals working in NYC would flock to the stand and battle out the crowds.
Now their carts are all over NYC and other cities.
The founders told “Entrepreneur Magazine,” that their customer base is 95% non-muslim and that they consider themselves as “American Halal food.”
But the interesting thing is the concept didn’t enter the brick-and-mortar arena until much later. In after almost 25 years in the food cart business, the founders opened two NYC corporate stores in 2014.
Then the chain decided to go into franchising in 2015. Now, there are a number of stores worldwide, including in New Jersey, Virginia, Florida, Illinois, Texas, Nevada, and California in the U.S., and even in Canada and South Korea.
The chain announced that it had franchising deals for 225 new units within its first year of franchising.
So, it’s safe to say that The Halal Guys has an aggressive growth plan.