Close to disappearing, Quick comes back in force with halal

After coming close to disappearing, Quick is regaining ambitions, driven in particular by its halal offering. According to RMC, this positioning constitutes a major lever of differentiation against the fast food giants. Guest ofApolline Morningits CEO, Frédéric Levacher, assumes “an obviously commercial choice”, intended to accommodate a wider clientele.

Bought in 2021 by an American investment fund, the brand is also banking on its iconic burgers and the renewal of its menu. It has just opened its 200th restaurant in France and is targeting 350 establishments by 2030, with an announced investment of 500 million euros.

Enough to give food for thought to the critics of halal who cry about “invasion”: while they fuel controversies, this offer helps to sustain restaurants, support employment and attract investment. Halal also, quite simply, responds to consumer demand.

This commercial success should not, however, make us forget the nutritional issues: halal does not necessarily mean balanced. Burgers, fries and sodas are often high in fat, salt or sugar. Their consumption must therefore remain occasional, as part of a varied and balanced diet.