The Halal Guys
Media on the Menu: Elevating Brand Stories + LTOs
The Halal Guys
Industry: Food + Beverage
The Halal Guys started as a single food cart on the corner of 53rd and 6th in Manhattan and began serving flawlessly cooked, premium quality halal meats in made-to-order sandwiches and platters 24 hours a day. In 2014, The Halal Guys began expanding its authentic halal cuisine from the food cart into restaurants globally. Today, the brand is the largest American halal street food concept in the world.
Challenge
The international restaurant brand The Halal Guys (THG) was in a period of mass expansion, growing from its humble beginnings as a food cart on the streets of New York City to launching brick-and-mortar restaurants worldwide. It was challenged with generating awareness in new markets and needed to communicate the brand's story and key messaging to target audiences. THG engaged Belle as its AOR to oversee national media strategy, ongoing thought leadership and buzz for regional launches and limited-time offer (LTO) promotions.
APPROACH
We built a bold, proactive editorial calendar that synced seamlessly with THG’s bigger brand initiatives. To captivate top-tier media, we delivered exclusive experiences and irresistible, highly visual story ideas to achieve widespread brand awareness.
Key Media Topics (aka the recipe for news coverage):
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Brand story, distinct personality, authentic menu items, dedication to quality, unique customer experience and plans for future growth
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Grand openings in Denver, Calgary, Pittsburgh, Columbus, Houston, Miami, Sacramento and Milwaukee
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Thought leadership for customer engagement, restaurant technology, ghost kitchens, attracting new franchisees and other timely trends
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LTOs for zesty lamb, pesto hummus, meatless gyro, dairy-free tzatziki sauce, spicy chicken and lemon hummus
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Apparel drops and collabs with partners like LYFT, Clarks, Yankees, street artists and more
OUTCOMES
We made THG impossible to ignore, generating a consistent wave of national, trade and regional media coverage. Every feature delivered key messages to the right audiences, building buzz and keeping the brand in the spotlight.
- 3.3B total media impressions
- 746 total media hits
- 3K guests on average per location for restaurant opening weekends
- 100% positive sentiment
INFLUENCER CAMPAIGN SPOTLIGHT
Reaching Vegetarian Foodies for Meatless Gyro LTO
When THG rolled out its first-ever meatless gyro, the brand knew it needed to go big by launching a worldwide marketing campaign. To spread the word, Belle collaborated with vegetarian influencers on Instagram, TikTok and YouTube. Partners visited their nearby franchise locations, rocked brand swag, posted reviews and ran giveaways to drum up intrigue and foot traffic.
