The Halal Guys, the Middle Eastern restaurant made famous across the US, has struck up a long-term partnership with CAA-GBG to embark on a licensing journey into specialty grocery stores through new food and packaged goods products.

The Halal Guys has been credited with pioneering American halal food across the region. The partnership with the brand management team will now take the brand – and its tastes and experiences – from its food carts and restaurants and into the licensing world.

“The Halal Guys has built a worldwide following and grown from a single location into a global brand with nearly one hundred restaurants and millions of fans,” said Noah Gelbart, chief revenue officer of CAA-GBG. “We very much look forward to partnering with the brand to extend its reach to new consumers and strengthen its brand equity through strategic licensing and product extension focused on the specialty food and grocery space.”

Founded as a food cart on the corner of 53rd Street and 6th Avenue in New York City in 1990, The Halal Guys has grown to 94 locations worldwide, with hundreds more in development under its partnership with franchise developer Fransmart.

The brand focuses on traditional halal food and offers platters, sandwiches, hummus, baba ganouj, falafel and baklava.

“Offering our fans around the world the chance to buy our products at their local grocery store is a major step in our strategic global growth plan,” said Ahmed Abouelenein, CEO of The Halal Guys. “We chose to partner with CAA-GBG because it is well known worldwide for its ability to help brands successfully expand into new segments, categories and markets.

“We couldn’t be more excited to work with the company as we take this next step in our brand’s growth and international expansion.”