Why Halal Meats Are One of the Fastest-Growing Menu Trends

Why Halal Is Growing Beyond Religious Demand

From coast to coast in cities like Los Angeles, San Francisco, Seattle, Austin, Chicago, Cleveland, Raleigh and New York, there have been more asks for halal products.

“We are seeing explosive growth in halal as a way of eating for well-being, beyond just religious significance,” says Sunny McDaniel, US Foods Local and Sustainable Product Lead. “These products have a perceived health and humane halo about them with very broad demographic appeal.”

According to the Islamic Food and Nutrition Council of America (IFANCA), 44% of consumers view halal-certified meats as more humane than conventional meat. “Because of the stringent regulations in attaining halal certification, halal foods have evolved from being a religious dietary choice to an assurance of reliably ethical, humane and safe production practices,” a report by Kerry Insights, published in June 2023, states.

What Does Halal Mean? A Simple Definition

Halal, Defined

Halal-certified products include beef, poultry and lamb slaughtered according to Islamic dietary laws. Other allowable halal foods are all fruits, vegetables and grains as well as seafood. Haram (unacceptable) products include pork and pork byproducts, including gelatin, non-halal-certified meats, birds with talons, alcoholic beverages and other intoxicants. Read more about halal products here.

Currently, just 1% of Americans follow a halal diet, but 20% of Americans seek out halal-certified products, and that number continues to grow, according to IFANCA. According to Datassential, halal is poised to outperform all other foods, beverages and ingredients by a whopping 94% over the next four years. The most popular applications for halal right now, the research firm reports, are sandwiches, followed by Mediterranean dishes and pizza.

Sourcing Halal Products for Foodservice

Sourcing Halal Products

When sourcing halal products, McDaniel encourages checking out US Food’s halal guide for foodservice professionals. Also, look for gold standard certifications from IFANCA, the Halal Food Standards Alliance of America (HFSAA), ISWA Halal and the Halal Transactions of Omaha (HTO), and watch out for unsubstantiated claims or generic “halal” stamps with no certifier listed, she says.

Many US customers are among this mix, including Disney, AdventHealth, the University of Wisconsin, Ohio State University, Yale University, the University of Texas, the University of Nebraska, Vanderbilt, Johns Hopkins and more, McDaniel reports (read on for more examples).

At the Ohio State University Wexner Medical Center, Executive Chef David Brue has swapped all beef products for halal-certified beef and is working on chicken products next as the products become available.

“One thing that I absolutely love about the halal products is how they’re made—it really is a clean label,” he says. “As a chef, I’m always looking for the best food that I can possibly serve. With halal, the animal’s not tortured in any way, which is what many customers want to see, but [halal] also caters to our Muslim population. It checks off a lot of boxes, and you’re able to justify a slightly higher price point. People are actually willing to pay for it if it is certified.”

Brue is quick to note that once-higher premiums for halal products are leveling out. “Beef is more reasonable—we switched to halal-certified beef pepperoni, and man, I’ll tell you what—the taste is better. It looks the same. You would never know the difference. It’s a great product and we’ve implemented it across the board.” Halal-certified poultry products are still a bit higher in price due to the hand-slaughter required, but Brue says he’s monitoring changes in that market and plans to make a full switch when it makes sense.

Best Practices for Handling and Serving Halal Foods

Halal on the Line

When it comes to placement of halal, Brue is careful not to place halal meats anywhere near any pork or non-halal meats, otherwise customers will walk right by.

“It’s not that we can’t have pork on our menu; it just can’t be near halal food,” he says. “It’s a simple fix, I’ve just taken bacon off my salad bar and if I serve it elsewhere, I just make sure there’s a barrier in between. We have also implemented line designs so we separate anything that could potentially be halal-friendly from any kind of pork product. It’s just a few small procedures in how we do things in the back, and it’s not very difficult from a culinary standpoint.”

Restaurants and Universities Leading the Halal Movement

Here’s a look at other US Foods customers sourcing and menuing halal foods right now:

Toasted and Halal Smash BRGR

In Seattle, Toasted menus halal-certified turkey bacon, egg and cheese for its popular bagel sandwiches. In the same city, Halal Smash BRGR offers 100% certified halal burgers with more “Americanized” flavor toppings and styles. Read more about Toasted and Halal Smash BRGR from the “Road Trip” story in the Food Fanatics spring issue.

Duke University and NC State, North Carolina

These two universities are among several doubling down on halal products, mostly making straight swaps for deli meats, chicken sausage and chicken breast. “By expanding halal-friendly options in their dining halls, they’re meeting student demand for choices not always available off campus while also tapping into halal’s appeal around humane sourcing and sustainability,” says US Foods National Sales Account Executive Greg Merson.

Meat Moot Restaurant

This fast-growing international chain built its following on Turkish-style smoked and slow-cooked halal meats, from fall-apart brisket and ribs to lamb shoulder and chicken, served with house sauces, fresh herbs and warm bread. With locations across the U.S. and abroad, Meat Moot is attracting a diverse fan base seeking flavorful, premium halal barbecue—often drawing lines out the door and strong social media buzz.

Crimson Coward

A rapidly expanding Nashville hot chicken concept, Crimson Coward is known for its 100% halal-certified fried chicken and signature heat levels. The brand is resonating with younger diners and families alike by offering a halal-friendly version of one of America’s hottest (literally) crave-worthy foods.

Steelite Flexible Wire Baskets

Great for: country clubs with pools, upscale bars.

Rocks glasses that look like crystal but they’re plastic—suitable for serving those $15 cocktails in something shatterproof. They’re also freezer and dishwasher safe. Purchase here[1] . Click here [2] to learn more about current Libbey patio-friendly offerings.

Steelite Flexible Wire Baskets

Great for: bagels, breads, rolls, croissants, cookies and other baked goods

“It looks like a wire basket, but it does a bunch of things. You can use it as a shallow basket for bread or flip it into a tall narrow basket for breadsticks. It’s just very versatile for that whole tabletop purpose. When service is over, the basket is dishwasher-safe and folds flat for easy storage.” Purchase here .

iSi Twist’n Sparkle Virtuoso Tableside Instant Carbonation Bottles

Great for: sparkling infused waters; sparkling sangrias, lemonades, teas and batched cocktails; preserving wine “You can do sparkling water or infused waters at tableside almost immediately with this system. Instead of just bringing people sparkling or still plain water, you can let them choose herbs or fruits to create their own infused waters right there at the table—and then upcharge for it. The pressure from the charger actually causes the fruits or herbs to expand, so it rapidly infuses flavor into the water. You can also use [these bottles] to refresh or reintroduce carbonation the next day if you open sparkling wine and don’t sell it all.” Purchase here.

Acacia Wooden Serving Boards

Great for: charcuterie, sea-cuterie and cheese boards; bread and butter boards “What makes these wooden boards different from so many others is that they’re dishwasher safe—most operators don’t use wood because of cleaning concerns, so they use plastic, which just doesn’t look as good. [This line] includes bread boards with butter wells and steak boards with grooves for catching juices with options for laser-engraving logos—you can even bring a steak out on one of these boards and cut it tableside without worrying about scraping plates or cutting into plastic—which really ruins the moment. Charcuterie is a huge item on menus right now—these give you a much better presentation. Purchase here.