News

The Halal Guys going for groceries

Provided

March 4, 2020

The Halal Guys, based in NYC, is hitting the grocery shelves through a partnership with CAA-GBG. The brand management platform will help the nearly 100-unit fast casual concept extend its reach through licensing and product extension initiatives focused on the specialty food and grocery space, Ahmed Abouelenein, CEO of The Halal Guys, said in a company press release.

"Offering our fans around the world the chance to buy our products at their local grocery store is a major step in our strategic global growth plan," he said. "We chose to partner with CAA-GBG because it is well known worldwide for its ability to help brands successfully expand into new segments, categories and markets. We couldn't be more excited to work with the company as we take this next step in our brand's growth and international expansion."

The Halal Guys nor CAA-GBG could yet confirm what products would be sold or what specific grocers would carry them.

Founded as a food cart on the corner of 53rd Street and 6th Avenue in New York City in 1990, The Halal Guys has grown to 94 locations worldwide, with hundreds in development under its partnership with franchise developer Fransmart.

The brand focuses on traditional halal food and offers platters, sandwiches, hummus, baba ganouj, falafel and baklava.