The Halal Guys (1990)
Three Egyptian-American partners set up a halal hot dog cart on a Manhattan street corner, then added chicken and rice platters for the taxi drivers and shift workers who dominated the block at night.
Lines grew even as the cart closed at 4 a.m.; the operation became a Midtown institution.
It expanded into brick-and-mortar restaurants and a global franchise, showing a food cart could build a permanent restaurant brand.
Matcha Theory is running the same playbook: build a following as a mobile cart, then step into a fixed storefront.
