All In For Halal
Published on: 08/23/2024 in All, Featured
Inclusivity and cultural sensitivity extend beyond hiring to incircle the culinary preferences of diverse guests and their dietary requirements. Operators eager to grow their customer base now expand beyond vegetarian, vegan, gluten-free and no-antibiotics-ever fare to include certified halal options, crucial for Muslim consumers who follow Islamic dietary laws.
Promising growth
Halal is an Arabic term that means “permissible” or “lawful” and is founded on cleanliness, health and wholesomeness. Halal food products are fast becoming synonymous with food safety, hygiene and health, even among non-Muslims. The global halal food market is forecast to grow 11.1% to reach $4.1 trillion by 2028.1
According to a consumer survey conducted by the Islamic Food and Nutrition Council of America, more than half (51%) of respondents are familiar with the halal label, especially Gen Z (62%) and Millennials (61%).2 Knowing that halal animals can’t be treated with antibiotics or growth hormones makes 46% of respondents who are familiar with halal more likely to purchase halal foods.2
Furthermore, operators who use the halal designation on appropriate menu items demonstrate the kind of transparency that consumers appreciate and support. Some 69% of survey respondents indicate that ingredient transparency is important to them when they buy food.2
Popular applications
A look at halal menu trends shows that at 30.7%, chicken is the top ingredient paired with the halal label followed by sauces, rice and onion. Halal chicken sandwiches are the top dish.3
East Coast chain Silver Diner features a Halal Friendly category on its menu. In summer 2023, it ran two Summer BBQ Chicken Lollipops specials. In July, the burger-like sandwich included halal drumsticks, bbq sauce, scallions, crispy fries, coleslaw, pickled onions and shishitos. The August sandwich LTO highlighted the same ingredients served in sub-sandwich fashion. According to Technomic’s survey, consumers rated the halal Summer BBQ Chicken Lollipops the highest for purchase intent, draw, uniqueness and craveability.3
San Francisco-based sandwich chain Ike’s Love & Sandwiches, which regularly features halal chicken sandwiches, riffed on the name in a September 2023 LTO with the Halsey Sandwich featuring halal chicken, Italian dressing, avocado and Provolone cheese.3
College credit
Operators looking for halal menu ideas and guidance might want to explore college and university dining. Given the segment’s cultural diversity, it is no surprise that 34.9% of colleges and universities menu halal foods.3 According to a Datassential consumer survey, 44% of campus diners would pay more for halal-certified chicken.4
Some 18 colleges and universities from coast to coast feature The Halal Shack branded dining concept. In fast-casual customizable fashion, The Halal Shack is a build-your-own bowl outlet billed as American halal. That is, according to its website, a combination of “mouth-watering Mediterranean flavors, savory Middle Eastern spices and classic American style to create a delicious and healthy eating experience.” Guests can choose among five bowl types (rice, salad, zoodles, fries and sweet potato noodles) as well as a “Naanito,” using naan in place of a burrito flour tortilla. Among seven filling choices are halal chicken and halal beef. Other choices include 16 toppings and six sauces.
Like many universities, Princeton offers halal fare, defining halal meats as those prepared on a designated halal-only grill and with designated equipment. Yet, in a lesson for any operator committed to complying, students sometimes complain about the lack of proper labeling in the dining hall. They find they often have to ask the dining staff for assurance that certain foods are halal.5
One thing is certain: the demand for halal-certified cuisine will continue to rise, serving the Muslim community and attracting others who value its characteristic adherence to cleanliness, health and wholesomeness. Smart operators will pursue appropriate dishes, ingredients and preparations, labeling them as fastidiously as they do vegetarian, vegan and gluten-free fare.
Sources
- Herminingsih, Widya, “4 Reasons the HalalFood Industry is Booming,” Kerry.com, June 5, 2023, https://www.kerry.com/insights/kerrydigest/2021/halal-food-industry.html
- IFANCA Publicity & Consumer Insights Survey, Sept. 2022
- Technomic’s Halal Menu Trends report, January 2024
- Perdue Proprietary Research May 2022
- O’Neill, Bridget, “Amid Concerns About Halal Food Accessibility, Princeton Touts Improved Ramadan Schedule,” dailyprincetonian.com, March 1, 2023, https://www.dailyprincetonian.com/article/2023/03/students-express-concern-halal-food-accessibility-variety-ramadan-approaches