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The World Cup has turned parts of New York red and green. Between the crowds gathering in Times Square and the fans making their way to MetLife Stadium, Moroccan supporters have found another unlikely meeting point: a food truck serving traditional Moroccan dishes in the heart of Manhattan.
On Manhattan's Upper West Side, at the corner of West 67th Street and Broadway, many fans made a stop at the Casbah Halal Cart, where couscous, bissara and mint tea offered a taste of home thousands of kilometers away. «We didn't expect such a large number of Moroccan fans to come to New York to support the national team», owner Youssef Bougrine told Yabiladi.
On the eve of Morocco's highly anticipated World Cup opener against Brazil, everyone was invited to enjoy a taste of Morocco.
«Last Friday, we offered 100 couscous meals free of charge to Moroccan fans who came to the food truck», Bougrine said. The menu featured couscous served with lben, creating what he described as a festive and joyful atmosphere.
The World Cup crowds took Bougrine by surprise. Recalling how Times Square was «draped in red» ahead of the match, he said the sight of Moroccan flags and supporters filling one of the world's most iconic locations left a lasting impression. «We felt incredibly proud.»
Moroccan food in the heart of Manhattan
But couscous is not just for visiting Moroccan supporters. In many ways, it was Bougrine's customers who inspired the transformation of his business.
Before focusing on Moroccan cuisine, he and a friend operated a food truck serving a mix of Middle Eastern and Greek dishes. After running the business as a small pushcart from 2011 to 2021, they decided it was finally time to give Moroccan food a chance.
«Customers would often ask where we were from, and when we said Morocco, they would ask, 'Why don't you make Moroccan food?' They would ask for couscous, msemen and atay», he recalled.
Some even visited Morocco and returned with the same suggestion: «You have excellent food — why don't you focus entirely on Moroccan cuisine?»
The idea eventually convinced him. After investing in a larger truck in 2021, Bougrine switched to Moroccan food full-time.
Building a loyal customer base took time, but he had a strategy. «I have a little secret: whenever someone visits, I offer lentils or bissara for free so they can discover Moroccan flavors. Once they taste it, they often say, 'That's it — this is my new spot.'»
Over the years, he has diversified the menu. During Ramadan, the truck serves a classic Moroccan iftar of harira, msemen, juice, milk and dates. Fridays are reserved for couscous, while the rest of the week features kebabs, kefta, chicken sandwiches and merguez.
«The most popular dish is couscous. We prepare large quantities to meet demand, especially during this World Cup», he said.
For Bougrine, football has played a role in that success. «Especially after the 2022 World Cup, many people discovered Morocco. It shows what football can do for tourism, and even for food.»
To preserve the authenticity of his dishes, the self-taught cook relies on recipes passed down by his family, especially his mother. «Sometimes we even bring spices from Morocco to maintain the same authentic taste», he said.
A law graduate from Salé who moved to the United States in 2007 to pursue his studies, Bougrine eventually found his path through food. Today, in a city where food trucks occupy nearly every corner, he has carved out a distinctly Moroccan space of his own.
«I love what I do», he said.
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