Popular Halal Guys’ first SoCal eatery, in Costa Mesa, preps for its Oct. 2 opening
If they made it in New York, they can make it anywhere.
The Halal Guys, a New York City-based business that serves traditional platters and sandwiches of chicken, gyro and falafel, is heading to the West Coast to grow its cult-like following with the first Orange County opening — in Costa Mesa on Oct. 2.
The eatery, which boasts of being in the top three most “Yelped” businesses in the United States last year, teamed up with restaurant franchise consulting firm Fransmart — the company that turned Five Guys Burgers and Fries into a nationwide chain — to expand its business model.
Leading the first Southern California development is Thomas Pham, who will own and operate the Costa Mesa site with business partners Paul Tran, Andrew Chen, Phillip Hoang and Alvin Wong. Pham will serve as CEO of the Costa Mesa site and handle other Southern California franchising.
The Halal Guys signed a deal to launch 50 units in Southern California. Future locations include Long Beach and other sites in Los Angeles County.
“We’re very excited,” Pham said last month as he stood in front of the new location off Bristol Street while construction workers installed finishing touches. “We’re moving as fast as we can.”
Pham, who had previous work experience in restaurant branding, said his interest in the fast-casual food chain started when he went to New York City a few years ago and tried its fare.
“Halal” is often used in reference to food and drinks that are permissible under Islamic law for Muslims to consume, and the chain adheres to that definition. Pham just found the food tasty.
“I ate there four times in three days,” Pham said. “I thought, ‘If I ever open something, this will be the restaurant.’”
After purchasing the rights to a franchise about a year ago and finishing the training, Pham said he and his business partners were looking for the best location in Orange County.
Being familiar with the county, Pham, a UC Irvine graduate, said he focused on Costa Mesa because not only do three freeways traverse the city, it is also a meeting point of diverse tastes in food.
“We think Costa Mesa is the best spot because of the demographics,” Pham said. “It’s a place that will match for the foodies.”
He said he plans to cater to the lunch crowd from nearby business high-rises, attract a dinner crowd from the residential neighborhoods and appeal to people emerging from the late-night bar scene. The location will be able to seat about 38 people.
With its menu of Middle-Eastern-inspired dishes such as gyro meat platters served over rice and chicken drizzled in the company’s signature white sauce, Pham said he hopes diners will enjoy the food and feel satisfied with prices under $10.
The three days a week of cooking training for the staff at the Costa Mesa store has allowed The Halal Guys to turn that food over to homeless shelters, including Someone Cares Soup Kitchen, a Costa Mesa-based organization providing meals to the unemployed, working poor and senior citizens.
The restaurant’s first priority, he said, is to provide friendly hospitality to everyone — never forgetting the company’s humble beginnings.
The Halal Guys began in 1990 when three Egyptian immigrants opened a hot dog cart in New York City. As the business grew, the founding partners noticed a demand from Muslim cab drivers seeking a halal meal. They created the platter of chicken and gyro over rice and added the food chain’s popular white and red sauces.
The chain quickly gained popularity, and 25 years later, it has or is planning over 200 new restaurants worldwide, with locations in Philadelphia; Chicago; Toronto; Manila, Philippines; and Jakarta, Indonesia.
But even as the company expands, one thing remains guarded, and that’s the secret behind the white sauce kept in a nondescript bottle.
“I don’t know the recipe behind the secret sauce,” Pham said with a laugh. “But there’s nothing like it.”
If You Go
What: The Halal Guys
When: 11 a.m. to 11 p.m. daily
Where: 3303 Bristol St., Costa Mesa
Information: (714) 850-1080 or visit thehalalguys.com