earned media impressions
pieces of earned media coverage
influencer-published social posts
From their humble beginnings as a New York City halal food cart to a world-renowned fast casual restaurant chain, The Halal Guys had developed quite a cult following worldwide. Everywhere but Philadelphia, that is, as two Philadelphia franchise owners quickly learned. The Halal Guys engaged BG to not only drive awareness and traffic to its two existing locations and its two soon-to-be opened locations, but also to tell the story of the brand’s very important role in the American Halal Food movement.
BG developed a robust public relations plan that not only celebrated the grand opening of one of the new stores but also told a larger story that explained halal food in general and how the food at The Halal Guys differs from the food that customers may find in the abundance of carts scattered throughout the area. By underscoring the point that The Halal Guys food appeals to a wide variety of palates, BG positioned the brand and its local franchise owners as a more mainstream, home-grown business than a niche, corporate conglomerate.
In addition to traditional media outreach, BG facilitated introductions to key members of the business community through participation in a Greater Philadelphia Chamber of Commerce speaking engagement, as well as the famed Wawa Welcome to America Festival.
This approach resulted in 46 strong earned media placements and 24 pieces of influencer-published social content not only detailing The Halal Guys’ Philadelphia locations and its franchise owners but also the halal food movement and culture.
The large media push around The Halal Guys, American halal food, and Ramadan garnered a visually stunning feature in both the print and online version of the Philadelphia Inquirer, as well as a 30-minute radio feature on KYW NewsRadio’s “What’s Cooking on 1060” show. The Philadelphia Inquirer story resulted in nearly ten new customers in just one of the franchise locations the following day.
Other highlights included:
-Food tastings for Philadelphia Magazine and the University of Pennsylvania’s 34th Street Magazine that garnered significant publicity on social media and editorial coverage
-Feature stories on The Halal Guys’ loyalty program and its franchise opportunities in national industry trade publications.