Fast Food Chain Quick Sees Sales Surge with Halal Menu Strategy

Since its shift to halal meat, Quick has been experiencing huge success. According to Bloomberg, the brand was making a solid turnover of 227 million euros before the crisis for an EBITDA of 21 million euros. "It’s a winning strategy, the restaurants that have switched to halal have made 2.5 times more turnover," confirms Bernard Boutboul, president of Gira Conseil. "It works very well every time."

In this market, Quick no longer has its traditional competitors: McDonald’s, as these restaurants are not about to offer 100% halal. According to the owner of the French restaurants, the Bertrand Group, their sale to the American fund HIG Capital is estimated at 240 million euros.

The year 2012 will mark the signing of a partnership between the brand and the Ritual Association of the Great Mosque of Lyon (ARGML) to certify the halal meat offered in the restaurants. About 80 Quick restaurants (out of the 107 sold to HIG Capital), including the flagship opened last February on Boulevard Sébastopol in Paris, have obtained their certification, according to the ARGML website.