The company has signed a franchise deal with ITICO F+B with the aim of launching 20 locations across the country over the next five years.
Its first site will replace the L’ulivo Italian restaurant in Leicester Square next March, and will be followed by two further openings in the capital before the end of 2019.
Halal Guys was founded by Egyptian immigrants Mohammed Abouelenein, Ahmed Elsaka and Abedelbaset Elsayed, who opened a street food start cart in New York in 1990.
Its menu consists of hot sandwiches or platters made with chicken, beef or falafel served with toppings and its ‘secret recipe’ white and hot sauces. Initially popular with Muslim cab drivers in New York, its dishes have earned cult popularity in the city.
The Halal Guys started franchising in 2015 and over the past three years has grown to 450 sites in six countries.
“Based on average sales per year per unit, the brand would be the second highest grossing ethnic restaurant group,” says Jan Van Delden, franchisee and partner.
“We know this concept translates and this is an extremely important and exciting time for The Halal Guys.”
CDG Leisure has been appointed to oversee Halal Guys’ property strategy in London, and will work with ITICO to source future sites in the capital.
