How The Halal Guys took a proudly Muslim brand mainstream

From a humble New York food truck to international empire, the story of The Halal Guys exemplifies the west’s newfound demand for proudly Muslim brands.

On any given day in New York City, thousands of street food vendors park up their diesel-powered carts, slide open their hatches and scroll meditatively on their iPhones as they wait for the lunchtime rush. They hustle as tirelessly as their financier counterparts in the skyscrapers of Midtown and Wall Street, on public holidays, on religious holidays, through the winter weeks when the doors of their trucks freeze shut and on days when the city’s summer heat makes the sidewalks sweat.