El Jannah’s bold plan to take over Australia’s fast food scene

Forget the fight for footy finals spots; the real battle is brewing in Australia’s fast-food scene. El Jannah, the Lebanese charcoal chicken sensation that is already a Sydney institution, is about to launch a multimillion-dollar national expansion, setting its sights on dethroning KFC and Red Rooster as the country’s top chicken chains.

The ambitious plan will see El Jannah open 150 new restaurants across Australia in the next two years, significantly increasing its presence and bringing its unique flavour profile to a wider audience. Queensland and South Australia are the immediate targets, with multiple sites planned for both states.

El Jannah Chief Executive Brett Houldin, a former executive at Craveable Brands – the franchisor behind the Red Rooster and Oporto chicken chains – unveiled the company’s aggressive growth strategy in an exclusive interview with News Corp.

He confirmed El Jannah is actively scouting locations from Noosa to the Queensland border, with Adelaide next in line.

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“We expect to be in Queensland with multiple sites in the next 12 months, focusing on south-east Queensland, pretty much from Noosa to the border,” he said.

“With Adelaide, we expect to be there in the next 12 to 18 months. We are just finalising plans there. South Australia is really our next big push.

“Drive-through or shop-front locations are our preferred format, and we have been very successful with the drive-throughs.

“I think they’ve had a real renaissance post-COVID with consumers, so we’re keen to keep growing in that regard.”

El Jannah CEO Brett Houldin at their new Randwick store. Picture: Jonathan Ng

The expansion represents a bold move by El Jannah, which currently operates 47 restaurants across three states.

The majority – 30 stores – are located in New South Wales, 16 in Victoria, and one in Canberra, with two additional ACT stores to open later this year.

The company is betting big that its distinctive Lebanese-style charcoal chicken, coupled with its commitment to quality and fresh ingredients, will resonate with consumers nationwide.

“We are obviously keen to keep growing and have a goal of reaching 100 restaurants in the next two years and 200 in the next five years because we believe that there is demand there, so we’re very keen to keep finding great locations,” Mr Houldin said.

The chain already boasts a devoted following, with petitions circulating in Brisbane and Adelaide demanding its arrival.

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Chicken, fattoush salad and tabouli are a real hit with customers.

But can El Jannah truly compete with the established giants of the Australian fast-food industry?

“We’re really excited to become a leading national food brand,” Mr Houldin added.

“We focus more on our food quality, our sharing meal occasions, and that is focused on groups and families, which means we’re more of a fresh, casual option for people.

“Given how many chicken brands there are, we feel very confident that we have a point of difference.”

From humble beginnings to national ambitions

El Jannah’s story is a classic Australian success tale.

Founded in 1998 in Granville, Western Sydney, by Lebanese immigrants Andre and Carole Estephan, the brand started as a humble eatery with a mission to share the flavours of their homeland.

The family were originally in business with Mr Estephan’s sister, Samira, and her husband, Simon Azzi, with another chicken store in Granville called Awafi.

El Jannah founders Andre and Carole Estephan at their South St, Granville store.

However, the couples soon parted, and the Estephans went on to start their own shop and subsequent fast-food empire, now worth around $300 million, according to latest media reports.

“It did start from humble beginnings with Andre and Carole Estephan, who were immigrants to Australia and who started the brand out of a desire to bring some food that they loved from home to Western Sydney,” Mr Houldin explained.

He adds that, for many Sydneysiders, El Jannah evokes a sense of nostalgia, a reminder of its early – more humble – days.

So it’s no surprise that the original Granville restaurant remains a top performer in the company’s network, which has grown from just five restaurants to 47 in the last five years alone.

El Jannah now employs over 2000 people, a number Mr Houldin adds continues to grow, making it a significant contributor to local communities.

What makes El Jannah different?

Today, El Jannah is one of several fast-growing brands – along with Portuguese chicken outlets such as Frango and Korean-themed restaurants NeNe, Gami and Supreme Leader – to challenge the domination of cheaper fast-food chains such as KFC, Red Rooster and Oporto.

According to Mr Houldin, El Jannah’s point of difference lies in its distinctive flavour profile. “Obviously there are other brands that have fried, roasted or grilled chicken, but our unique differentiator is the Lebanese charcoal chicken that is cooked over charcoal, real charcoal, which gives it its own flavour profile,” he said.

“We are also famous for our garlic sauce. It’s been a secret recipe since day one, held among the family. It goes with chicken perfectly, as do pickles, tabouli and Lebanese bread.”

Even former Parramatta Eels player Tim Mannah is a fan of El Jannah Lebanese chicken.

El Jannah’s loaded hummus.

El Jannah also prides itself on its fresh ingredients and supply chain.

“We own our own supply chain, which means we can deliver fresh daily to stores, which no other store can do. So you’ve got the freshest of ingredients prepared daily in restaurants, which means that the food that you get is fresher than anywhere else in the country,” Mr Houldin said.

Mr Houldin adds that Australia’s evolving palate, influenced by increasing immigration and exposure to new flavours, has created a strong demand for El Jannah’s unique offering.

“We already have a very, very strong brand following, and there were petitions in Brisbane and Adelaide asking us to get there,” Mr Houldin said.

“We know we can replicate our success in all markets across Australia, and then we might look internationally as well.”

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