The Case For A Major Middle Eastern Fast Food Chain In The US
While the history of Middle Eastern food in this country is rich and diverse, we have curiosly never seen a major Middle Eastern chain develop and flourish in this country. However, this is likely to change very soon in the near future, as we have several potential players who could take over.
Photo: Jun Seita on Flickr
Foodbeast Editor-in-Chief Elie Ayrouth, Foodbeast CEO Geoff Kutnick, and Slique Media CEO/Halal Guys franchisee Thomas Pham sat down in a recent episode of the Katchup podcast to discuss the prevalence of Middle Eastern food in this country. What they found as they adventured through the history and culture surrounding Middle Eastern restaurants led to the revelation that a major Middle Eastern chain could happen a lot faster than we think.
As Middle Eastern food began to develop in the United States, many families opened their own sit-down white tablecloth restaurants. Meals and lunches could last for a couple of hours, and it was, and continues to be, community-oriented. Unfortunately, in the modern day and age, that doesn’t translate as well into success as everyone looks for faster and more convenient options for their grub. Chain restaurants for Middle Eastern concepts do exist, like SoCal’s famous Zankou Chicken. However, none have yet to exceed more than a dozen or so locations.
However, Middle Eastern food has grown and evolved with the country, as we’ve begun to see some popular fast-casual players on the rise. Most notable among them is The Halal Guys, a street cart business in NYC that has since stretched out to Chicago, Texas, and even all the way out to the California. Other key players in the Middle Eastern fast-casual game include Mamoun’s Falafels, home to some of the spiciest sauce in the world. Semsom, a Lebanese chain from the woman that brought Dunkin’ Donuts to Lebanon, is also a growing name in the fast-casual game.
Not only that, but local mom-and-pops have contributed a lot to bringing Middle Eastern cuisine into the limelight. While their growing presence across the country has led to our love of falafels, tabbouleh, and other regional favorites, some have come up with creative tactics to bring their food to the mainstream. An example to include Northern California’s Falafel’s Drive-In, who had people come for their burgers but stay to try a falafel or two. And there’s food Instagrammer and chef Armen Martirosyan, who brought a kabob burrito to his family’s restaurant that caused waves on internet and social media timelines and feeds.
As Ayrouth, Kutnick, and Pham discuss in the podcast, all of these restaurants are helping bring Middle Eastern food to a new and highly receptive crowd. In fact, they were so bold as to claim that within the next few years, what these chains have done for the country will lead to the proliferation of a major Middle Eastern chain that can take hold not just in metropolises, but in areas outside of those around the nation. Could it be the Halal Guys, Mamoun’s, or Semsom? Or is it a new or lowkey existent player that can rise above and take that title?
We’ll have to wait and see which of those happens. In the meantime, give the podcast a listen to check out why any of the aforementioned chains, or even any other one not named, is ready to bring forth the “Golden Age of Middle Eastern Food.”
