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Halal products become a global issue. Indonesia is a big market for halal products, plus the legalization of regulations on halal products. The attraction between the behavior of consumers and producers on the awareness of making halal products as a lifestyle in their economy further strengthens the position of halal products in Indonesia. This study aimed to motivate the producers behaviour in the production of goods, especially food in Halalan Thoyyiban as a trend among the millennial generation. The case studies were conducted at LAZIZA and Waroeng Steak and Shake (WSS) Surabaya. By using field research, a qualitative approach to the type of case study, through observation, in-depth interviews, documentation, using triangulation of sources, data, and theory was expected to be able to explore data in depth on the producers behaviour, especially the process of producing halal food, thereby attracting consumers by marketing halal food chicken and steak.