7 minute read
Let’s hear it for the guys
from CCR Issue 6-2022
Warren Zysman, Director of Real Estate and Construction The Halal Guys
A special supplement to:
Let’s hear it for the guys
Everything you hear about The Halal Guys is true. That may be the most entertaining part of the whole backstory. Sure, the food is the stuff of legend. Tracking down one of its food carts on the streets of New York City was actually on tourist’s to-do list. The halal rice platters and gyro sandwiches launched a million foodie dreams.
That is the story of founders Mohammed Abouelenein, Abdelbaset Elsayed and Ahmed Elsaka—Egyptian immigrants who while working in restaurant kitchens and as cab drivers decided to pick up a side hustle with a hot dog cart. Quickly discovering that the Big Apple had its share of hot dog carts, shifted to more delicacies of their native country.
More than 30 years down the road, The Halal Guys, the name they incorporated, continues to grow from the southeast and southwest corners of 53rd Street and Sixth Avenue in Manhattan to storefronts everywhere. In bringing Middle Eastern food culture to the States, the brand is a success story for the ages. We sat down with Director of Real Estate and Construction Warren Zysman to get a feel for where The Halal Guys brand is heading in 2022—and beyond.
Give us a snapshot of your brand?
The Halal Guys began as a hot dog cart on the streets of New York City back in 1990. We were founded by three Egyptian immigrants who were pursuing their version of the American Dream. It wasn’t long before our founders realized the cab drivers of NYC were having to leave the island of Manhattan, leaving the opportunity to make money, to venture to Queens to find a quick, hot halal meal. So, they retrofitted their hot dog cart to serve the platters that are so famous for today.
What was the inspiration behind that concept?
The Halal Guys didn’t really begin with the inspiration of even being a concept. We began with the simple idea of serving quick, hot and fresh halal meals to the cab drivers of New York City. Thankfully, those cab drivers, in the days before the internet, helped spread the word about the street cart at 53rd & 6th and we became known around the world. What type of consumer are you targeting?
Part of how we arrived at franchising our business was the realization our founders had looking at the never-ending line at our cart. That line had people of every race, religion and background. That is still reflective of our standard guest in-store.
What are some of the adjustments you made with/to your business model surrounding the recent state of events?
As so much of the restaurant industry did at the onset of the pandemic, we had to embrace new methods of business. Things like delivery and pickup orders would become ubiquitous. Recognizing the prominence these revenue streams would have,
we adjusted our store layouts to allow for a more streamlined operation, including additional prep lines and an enhanced pickup experience.
What kind of conversations are you having with your customers?
The conversations we have with our customers tend to revolve around the menu items they would like to see from us. We are thankful for those conversations. They have helped guide our LTO menu strategies and have even helped with our new store design.
How does the design of the restaurant cater to what today’s consumers are looking for?
Today’s consumers are looking for a modern, streamlined, efficient experience and we believe our new store design has achieved that. As I had mentioned, we have made the pickup experience practically effortless with large, prominent pickup cabinets that are placed in a way that lends itself to an efficient experience. Other enhancements to the guest experience are largely related to their safety as we navigate our way through the pandemic. Things like plexiglass partitions, an emphasis on contactless payments and sealed packaging on delivery orders ensure we maintain guest safety.
Is there a location that really shows how the brand interacts with the community and customers?
Highlighting a single location for us is liking a parent choosing their favorite child. We are fortunate to have an incredible group of franchise partners who truly represent The Halal Guys brand throughout their communities and interaction with guests.
Walk us through how and why it was designed the way it is?
This design showcases the early days of The Halal Guys when the founders decided that there was a need for Halal Food and they decided to open their own business and used carts to sell their food. This is showcased in our present design. It takes you back to their start in New York City.
We have sold more than 300 units for development both here in the US as well as in several international markets. The rest of 2022 will see an additional 20-25 stores open throughout the world.
Take us through your construction and design strategy.
We wanted to make this design easy for the franchisee’s to execute. We developed a design guide that would aid their architects in the step-by-step process required to construct a new restaurant. We are a partner with the franchisee and guide them through all the necessary steps in the construction process. Constant communication and input from all the team members ensures that the construction is done in a timely manner.
Give us a rundown of the market’s layout.
New sites are becoming increasingly difficult to secure. There is a high demand for Quick Service Restaurant sites and as a result it is taking much longer to secure a new lease.
What’s the biggest issue related to the construction side of the business?
The market has gone through a major transformation in the past two years. Supply chain has been severely impacted and as a result it is taking longer to secure the necessary equipment and materials needed to complete construction. We had to rethink our thought process and get creative.
Are you optimistic about how the marketplace has responded to everything happening today?
We have been very thankful for the reception our brand has seen at nearly every store
we have opened since our first location opened in 2015 in Chicago. That reception continues to be as strong today as it was then. We are very optimistic that, provided we continue to provide the quality of food and unparalleled hospitality we are so well known for, that we will continue to receive this same reception.
What is your growth plan? What areas are you targeting?
We have sold more than 300 units for development both here in the US as well as in several international markets. The rest of 2022 will see an additional 20-25 stores open throughout the world.
What trends are you seeing?
The restaurant industry lately is focusing on things like “clean menu” items, i.e., no GMOs, removing preservatives and stabilizers, etc., plant-based options and sustainability. Last year we underwent a massive effort to remove preservatives and stabilizers from our menu as well as introduced our first-ever plant-based option, the Meatless Gyro.
What’s the secret to creating a “must visit” restaurant environment in today’s competitive landscape?
Restaurant design and outward appearance can work wonders to create intrigue and attract first-time customers, but wowing the guest every chance you get will keep them coming back.
What’s today’s consumer looking for?
Now more than ever, guests want to feel good about the brands they support. They want to know that the food they eat is sustainably sourced.
Tell us what makes your brand so unique?
Authenticity. Our founders didn’t start The Halal Guys with dreams of grandeur; they started selling halal food on the corner of 53rd & 6th in NYC to help make the lives of the city’s cab drivers easy and make a living as they pursued the American dream. CCR
The market has gone through a major transformation in the past two years. We had to rethink our thought process and get creative.
