France's number two burger chain has started serving halal-only food in 22 of its outlets.
Quick, the most popular burger chain in France after McDonald's, has taken the decision to change their menu to target the large Muslim population.
In their view it is an underexploited market that has long been ignored by big business.
After testing the concept of using halal beef at a number of restaurants Quick said that sales doubled.
Halal beef must come from a cow that has been killed by a cut to its jugular vein from which all the blood from the carcass is drained - It tastes no different from other beef.
France is a country where food is taken extremely seriously, and for Quick to take such a stand is brave - even if it will feature in only 22 of their 346 restaurants in France.
And politicians on both the left and right have attacked the move from every conceivable angle.
Some ask why halal food should be foisted on the general population, while others worry the Quicks in question will promote segregation of the Muslim community instead of acceptance.
France argues that integration is the only option for minorities, and the only way to preserve social cohesion.
There are also fears among Muslims that Quick's strategy change risks creating a stigma - even if many are delighted that a big French chain has their needs in mind, and tired of the filleted fish sandwiches that are often the only fast food option open to them.
Hedi Naamane, a 29-year-old technician who brought his two-year-old son to taste a halal burger for lunch, says he is worried Quick's move will be fodder for racists.
'There are a lot of people who complain about mosques popping up, about halal products, and this and that, and now some people are going to say, oh la la, hang on, Quick is European,' said Naamane.
Stephane Gatignon, the mayor of the Paris suburb of Sevran and a member of the environmentalist party Europe Ecologie, says he is worried the Quick in his town will become a Muslims-only hangout, preventing ethnic groups from mingling.
'It's stigmatizing,' he said. '[Quick is saying] in these towns there are only Muslims, but in a town like Sevran, there are not only Muslims, there are a lot of other religions here too.
'Everyone has to find their place.'
Abdel El Machkour, who oversees Quick franchises for the Paris region, said the goal is simply to be able to serve its products to a larger number of people.
He said: 'The fact that we propose this halal food range is not led by any kind of will to segregate a particular community.
'It is to propose a product range that many clients from all religions can consume. And Quick is here to respond to that demand.'
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