An American Success Story

The Halal Guys

With its humble beginnings as beloved street cart brand, THG has been serving American Halal specialties like falafel, grilled chicken, and gyros to New York natives and tourists for over three decades. To help accelerate its global expansion efforts, the company asked Rubber and Road to create a “next generation” store capturing the brand’s classic “American Dream” immigration story – along with some authentically cool NYC vibes.

A blend of New York heritage and storytelling together with clean, warm interior elements like rich wood banquettes and booths reinforce The Halal Guys’ unique history for existing and new customers alike. The new flexible stores were designed to easily accommodate all usage channels within the guest experience – complete with separate lanes for 3rd party pick-up and walk-in orders, as well as a comfortable modern dine-in area with New York references through art package murals and messaging. And as a nod to the brand’s original cart at W. 53rd and 6th, custom “person-hole” covers grace the queue line – emblazoned with a yellow THG umbrella monogram and localized with each store’s location.

Since the global launch of the rebranded store, the company has added 30% more locations – with impressive comp sales and increased AUV’s peaking at $1.1MM in 2022.