How do you make Foreign Food Familiar?

You tell its story.

What began as one NYC hotdog cart for Muslim taxi drivers has become a new QSR empire. The success of The Halal Guys proves that the American Dream is alive and well: It might just look a little different.

Out of Home brand introductions, in cities like Atlanta, Houston, and Orlando, where The Halal Guys has just expanded:

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More specific out of home follow ups that allude to menu items and The Halal Guys story:

In-restaurant packaging that features playful drawings of The Halal Guys Story with weekly spotlights on other local immigrant stories in the copy:

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