Burger King is going halal in France, aiming for the business of that nation’s estimated 5 million Muslims, according to a new report.
The English-language Local report said the U.S. burger chain recently took over the Quick chain of fast-food restaurants in France and is planning to make about 40 of them, about 10 percent of the total, totally halal.
That means they would scrap all pork and bacon products from their menu and require that the beef and chicken be certified halal, or slaughtered according to Islamic religious tradition.
The report said such restaurants have proven “to be winners” in a nation where there are more Muslims than anywhere else in Europe.
According to a report in La Parisien, the Bertrand Group, the biggest shareholder of Burger King France, is just following through on plans it announced when the acquisition was made public.
The details include that while most of the more than 400 Quick locations being acquired by Burger King will, in fact, become Burger King brand outlets, about 40 will remain labeled Quick, and will serve the Muslim community specifically.
The Quick chain already had multiple locations specializing in the halal food demanded by Muslims, and local franchisees confirmed that demand is strong.
The French halal market is estimated to be more than five billion euros, the report said.
The Local said French authorities just days ago approved the plan for Burger King’s takeover of the 405 Quick outlets.
The reports in France explained that the move was thought to be part of Burger King’s continuing attacks on McDonald’s – the big player in the fast food industry across France. It has about 1,300 stores.
The plan has a surge of Burger King locations in France from about 30 suddenly to well over 400.
Burger King also plunged headlong into the homosexual social-advocacy campaign across the United States in recent months.
That’s when it launched the “Proud Whopper,” a burger unchanged from the previous “Whopper” except that it had a new wrapper. Once consumers unwrap the burger, there’s a message reading, “We are all the same inside.”
No word on whether the Proud Whoppers will be offered in the restaurants that are serving halal foods.
See the company’s social campaign promotion video, where customers get teary-eyed over fast food: