In November 2009, Quick quietly launched the sale of halal
hamburgers in eight restaurants. The decision to explore this new
market grew out of the initiative of the owner of a Quick franchise
located in the Le Mirail district of Toulousedan area with a large
Muslim population. The trial at the Le Mirail restaurant was successful
beyond all expectations, and, soon after, Quick began
experimenting with the feasibility of reproducing halalburgers in
their corporate stores (Pommier, 2009).4A total of eight restaurants
were selected5 for the trial, which, from November 2009 to May
2010, offered on their menu beef, chicken, and turkey products
prepared with certified halal meat.6According to Quick, the objective
of this experiment was to assess the commercial interest in
halal offerings and to determine the technical feasibility of offering
both halal and non-halal hamburgers (Quick, 2010).
In November 2009, Quick quietly launched the sale of halalhamburgers in eight restaurants. The decision to explore this newmarket grew out of the initiative of the owner of a Quick franchiselocated in the Le Mirail district of Toulousedan area with a largeMuslim population. The trial at the Le Mirail restaurant was successfulbeyond all expectations, and, soon after, Quick beganexperimenting with the feasibility of reproducing halalburgers intheir corporate stores (Pommier, 2009).4A total of eight restaurantswere selected5 for the trial, which, from November 2009 to May2010, offered on their menu beef, chicken, and turkey productsprepared with certified halal meat.6According to Quick, the objectiveof this experiment was to assess the commercial interest inhalal offerings and to determine the technical feasibility of offeringboth halal and non-halal hamburgers (Quick, 2010).
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