El Jannah, the beloved Lebanese charcoal chicken chain, is making waves in Sydney’s culinary landscape with its latest store opening in Randwick. This move challenges the city’s long-standing “Red Rooster Line,” a symbolic boundary that has historically divided Sydney’s north-east from its south-west based on the presence of roast chicken outlets.
The “Red Rooster Line” was first proposed in 2016 by a Twitter user known as Big Jez. He noted that mapping Red Rooster locations across Sydney revealed a near-perfect demarcation line that not only divided chicken preferences but also highlighted disparities in education, employment, and property values. This theory gained further traction when it was expanded upon by editors Natassia Chrysanthos and Ann Ding in the University of Sydney’s student newspaper, Honi Soit.
The Rise of El Jannah
Founded by Lebanese immigrants Andre and Carole Estephan in Granville in 1998, El Jannah has grown from a single outlet into a thriving franchise with over 40 locations across New South Wales and Victoria. Known for its signature garlic sauce and tangy pickles, the chain has become a staple in many Sydney suburbs.
The new Randwick store marks El Jannah’s first foray into Sydney’s eastern suburbs, a move that has sparked excitement among locals. Adam Issa, head of marketing at El Jannah, commented on the expansion, stating, “We’ve really, truly broken that Red Rooster Line. There are a lot of people who have done the pilgrimage to Granville over the years we’ve been open, and Randwick felt like the best location to put a toe into the eastern suburbs.”
Breaking Boundaries
El Jannah’s expansion into Randwick is significant, as it is the sixth store to cross the Red Rooster Line since the boundary was first conceptualized. This move is seen as a testament to the growing popularity of Lebanese cuisine in Sydney and the broader acceptance of diverse culinary offerings.
Alana Dimou, a Sydney-based food and lifestyle photographer, has been documenting the city’s chicken shop landscape. She notes that while El Jannah is expanding, the majority of its stores remain south-west of the Red Rooster Line. “They’re pushing the boundary outward,” she says, emphasizing the chain’s strategic growth.
“The majority of El Jannah stores are still south-west of the Red Rooster Line, and if they do cross it, they stay close to it. They’re pushing the boundary outward,” – Alana Dimou.
Competition and Culinary Diversity
While El Jannah is making strides into new territories, other chicken chains like Chargrill Charlie’s continue to dominate the eastern and northern suburbs with their offerings such as golden turmeric quinoa salad and iced teas. However, the movement of chicken stores has largely been one-directional, with few crossing the line into the south-west.
Dimou points out that the south-west of Sydney already boasts a high standard of chicken offerings, making it a competitive market. “There’s already so much good chicken in the south-west,” she notes. “Chargrill Charlie’s would have a lot to contend with.”
A Growing Appetite for Lebanese Flavors
The success of El Jannah and similar chains like Al Aseel, which has also expanded beyond its traditional heartland, reflects a broader trend of growing appreciation for Lebanese cuisine in Sydney. Dishes like fattoush, toum, and lefte pickles are becoming increasingly mainstream.
“Most Australians, we all grew up on rotisserie chicken and that’s what we’ve grown to know and love, and I think this type of chicken, being a charcoal chicken, is a different flavour profile,” – Adam Issa.
El Jannah’s expansion plans include opening its first northern beaches store in Brookvale, its first Brisbane store, and its first Adelaide store in the coming years. As the chain continues to grow, the once-clear culinary boundaries of Sydney are becoming increasingly blurred.
El Jannah’s latest store is located at 141 Belmore Road, Randwick, and is open to welcome customers eager to experience its unique flavors.
