The Halal Guys: A Case Study in Brand Loyalty

While many brands inspire customer loyalty, The Halal Guys has developed a passionate fan base that is helping it grow from cult-like following to store-front success story.  Starting out as a humble hot dog cart, the brand has long attracted lines that wrapped around buildings in New York City. Leveraging 25 years of food cart experience and pioneering American Halal food, the three founders expanded their concept to brick-and-mortar locations in 2015.  In  just two years, The Halal Guys has become a global restaurant chain, the "#1 Most Yelped" business in all of New York City and in the "Top 3 Most Yelped" businesses in the entire U.S. With 38 restaurants today and more than 350 The Halal Guys restaurants in development, The Halal Guys is growing fast and franchising worldwide. The founders wanted to launch as program that capitalizes on this growing interest and rewards its loyal customers—capturing customer and purchase data that could be leveraged to engage…