In France today, the halal market is firmly established in dietary practices.
In the Muslim religion, this term refers to anything that is permitted under Islamic law.
This refers to food products prepared according to Dhabiha, a Muslim ritual.
But with the increase in halal restaurant chains, it can be difficult to stand out from the crowd.
Here are a few strategies to help you do just that.
How can you stand out from the crowd in the halal franchise sector?
What are the main marketing strategies used to attract and retain customers?
Opt for authentic halal certification
In general, to prove their compliance with halal standards, establishments are certified by approved bodies.
However, this is not a legal requirement.
There are two types of certification.
The first, self-certification, enables manufacturers to label their products as halal.
The second is awarded by a third-party organization.
In France, the three great mosques of Lyon, Paris and Evry are responsible for this.
Networks or other industries that self-certify cannot guarantee customers that effective checks have been carried out, which increases the risk of fraud.
Using a third party for halal certification is therefore a marketing strategy that will set you apart from some of your competitors.
In this way, the franchise will gain the trust of consumers who attach importance to the authenticity of their food in compliance with Islamic law.
The alnas.fr website compares halal certification bodies, highlighting the differences in their control methods and practices.
Slaughter techniques differ from traditional methods.
Sacrificers must first hold a Certificat de Compétence en Protection Animale (CCPA), and must also be certified by religious bodies approved by the Ministry of Agriculture, on the recommendation of the Ministry of the Interior.
Successfully opening a halal food franchise by focusing on the customer experience
According to data from the Statista institute, around 8% of the French population is Muslim.
An article in Le Figaro in June 2023, quoting Abbas Bendali, director of Solis Conseil, a firm specializing in identity marketing, indicates that the halal market is growing by around 15% a year.
However, beyond religious motivations, the consumption of halal products also responds to a social need to belong to a community.
Halal often evokes a sense of proximity, reminiscent of local shopkeepers. So a franchise that exploits this proximity with its clientele has a better chance of building loyalty. Establishments that emphasize conviviality can generally attract loyal customers. In this way, you build a reputation within the local community and establish a bond of trust.
How do you promote your halal franchise online?
This can start with the image of your franchise on social media. Although digital marketing is widespread, you can set yourself apart by organizing campaigns that allow you to interact with your target audience.
Having a dynamic online presence in which you are transparent about your halal kitchen practices will help build customer confidence.
Posting videos and behind-the-scenes images of your kitchen will engage Internet users and reassure them.
To encourage interaction, you can also organize quizzes and polls, which can generate clicks and interest.
Making the most of current digital trends is one of the most effective ways of increasing your visibility.
For example, you could partner with popular influencers who can promote your services on their own platforms.
