Counterpoint. The Halal Guys going from a single cart to 300+ restaurants: "How Halal Food Became a $20B Hit in America"

http://www.bloomberg.com/news/articles/2016-09-14/america-lo...

In their case, it was certainly because of the overpowering yet enticing smell of fresh grilled spicy lamb kebobs wafting across the block that drew the "I wouldn't eat meat off the street in a million years" nabobs ;)