Lebanese chicken chain El Jannah is poised for a significant transformation as it partners with General Atlantic, a US private equity giant managing assets worth approximately $180 billion. The move aims to propel El Jannah’s expansion across Australia and eventually into international markets, starting with Lebanon, the cultural motherland of its founders.
El Jannah, which began as a small outlet in western Sydney 27 years ago, has chosen General Atlantic after years of interest from potential investors. Despite this new partnership, Adam Issa, the company’s chief marketing officer, emphasizes that El Jannah remains committed to its roots. “We are not in any way, shape or form selling out,” Issa stated, highlighting the uniqueness of their brand in a market saturated with burger and pizza chains.
Strategic Partnership with General Atlantic
General Atlantic has acquired a controlling share in El Jannah, though the financial details remain undisclosed. Founders Andre and Carole Estephan, along with CEO Brett Houldin, retain a substantial minority stake. The Estephans opened the first El Jannah in Granville in 1998, and by 2020, the brand had expanded to five locations across western Sydney, gaining popularity through word of mouth.
Houldin, who previously led Craveable Brands, played a pivotal role in El Jannah’s rapid expansion. His leadership has brought corporate-level operational and marketing standards to the chain. General Atlantic was selected for its alignment with El Jannah’s values, as its founder, Chuck Feeney, established the firm to support philanthropic efforts, having donated $8 billion of his personal wealth.
Expansion Plans and Market Challenges
The partnership will accelerate El Jannah’s growth, with plans to increase its restaurant count from 200 to 500 within eight years, expanding into Queensland, South Australia, and Western Australia. A new store is currently being opened every two to three weeks. Despite some criticism from the Lebanese diaspora and local communities about the brand’s evolution, Issa remains steadfast in preserving its core identity.
“[General Atlantic] fell in love with what we do, and that’s why they’re the perfect partner,” Issa explained. “We are probably one of the only Lebanese brands at this scale nationally, but also most likely globally, [that] are playing with some of the biggest players in the world.”
Looking to the Future
El Jannah’s leadership is eager to bring the brand full circle by expanding into the Middle East. “I think it’d be beautiful to do a full circle and go back to the Middle East,” Issa noted, expressing founder Andre Estephan’s desire to return to his roots. The Middle East and North Africa present open markets for El Jannah, with potential expansions into Lebanon and the United Arab Emirates.
As El Jannah embarks on this ambitious journey, the brand remains committed to its origins while embracing new opportunities for growth. The partnership with General Atlantic marks a pivotal moment in its history, promising to bring the authentic taste of Lebanese charcoal chicken to a broader audience.
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