Only the "night owls" of Nanterre called on them to satisfy their nighttime cravings. Then, with the success of their dark kitchen offering halal replicas of McDonald's Big Mac or Burger Kings' Whopper, G La Dalle went from a simple neighborhood address to a successful fast food chain. Effective on social networks by offering the services of influencers and artists such as rapper Jul, G La Dalle's marketing has helped establish a brand with a powerful name. “The idea was to say to yourself, how can you get into people's brains,” says Malik Mensour, a former restaurant delivery man who is now responsible for the company's operations. "It's late, I have nothing in the fridge, I have the slab (synonymous with hunger). Here, I am going to make myself a G La Dalle. "
And the recipe works.
In barely 3 years, 43 franchises have emerged, including two in the heart of Paris.
A brand is about to open in Brussels, another near the Champs-Élysées.
“Initially, we distributed our flyers in front of the store, it was reserved for delivery,” explains Malik.
With word of mouth, people wondered where their burgers came from, they knocked on the front door and we opened the restaurant.
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If the two founders of G La Dalle prefer to remain discreet, Malik assures us that one of them, a “gastronomy fan”, is at the origin of popular recipes such as GLD or Premium. "We started by taking up classics, but now we are trying to get out of this pattern and develop our own range of sandwiches". National in scope and soon international, the company aims "to expand in the United States". She even bought herself an advertisement, which was broadcast during the final of Euro 2021 football.
