Tarek Cherkawi started franchising his halal burger company, Johnny’s Burger, in 2015, and three years later, he has 20 burger joints in the Netherlands. But he’s not done yet. His five-year-plan is to have 100 burger joints catering to the country’s approximately 1 million Muslims. Ambitious plans indeed. But according to Tarek, the success of his chain is down to the fact that he doesn’t promote his company as halal except to communities that actually want halal.