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:
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: