El Jannah has officially transitioned from a Western Sydney cult favourite to a national QSR powerhouse.
Following a landmark acquisition by global growth equity firm General Atlantic in late 2025—a deal reportedly valuing the brand at nearly $1 billion—the business is executing a massive expansion strategy.
The goal is to quadruple its footprint, moving from its current 50+ locations to 200 stores nationwide within five years.
Founded in 1998 by Lebanese migrants Andre and Carole Estephan in Granville, El Jannah (meaning “Paradise”) has maintained its authentic “family-led” soul despite its institutional backing.
The brand occupies a premium niche in the chicken category, blending the speed of traditional QSR with the craft of real charcoal rotisserie.
Its legendary toum (garlic sauce) has built strong brand equity, giving it a significant competitive advantage over global chicken chains.
Current Network: As of May 2026, the brand has surpassed 50 locations across NSW, VIC, and the ACT, with upcoming launches in QLD.
Transaction Volume: The network currently handles approximately 160,000 transactions per week.
Expansion Velocity: The partnership with General Atlantic is fueling the opening of more than 25 new restaurants each year.
Digital Reach: In early 2026, the brand launched a $2 million campaign, giving away 100,000 chickens to accelerate adoption of its digital loyalty app.
General Atlantic Acquisition: The late 2025 entry of General Atlantic (investors in Joe & The Juice and Zimmermann) provides the capital for a serious push into international markets, specifically eyeing the Middle East and Southeast Asia.
Strategic Marketing: In May 2026, El Jannah appointed Alt/Shift as its social agency of record to manage its “cult status” across TikTok and Instagram as it expands into the North Shore, Eastern Suburbs, and Queensland.
Format Diversification: CEO Brett Houldin has prioritised drive-thrus and suburban shopfronts, citing a “renaissance” in high-convenience formats, which now account for a significant share of new store builds.
“Bringing on General Atlantic is about us being able to fuel growth for the next five years… it was the right-aligned partnership to keep the soul and authenticity of El Jannah yet support our plans for growth.” — Brett Houldin, CEO
“From the day Carole and I opened our first restaurant in Granville, our dream was simple—to share the flavours and hospitality we grew up with in Lebanon… we want to carry that dream into its next generation.” — Andre Estephan, Co-Founder
“You don’t manufacture the kind of following and love El Jannah has, you earn it. Our role is to keep it moving at the speed of culture and in the right direction.” — Katie Raleigh, Managing Director, Alt/Shift
| Metric | Details |
| Initial Investment | $1,500,000 – $1,800,000 AUD (Typical range for 2026 builds) |
| Store Formats | Drive-Thru, High-Street Retail, and Suburban Strip |
| Target Markets | Queensland (Brisbane/Gold Coast), Regional NSW, and Victoria |
| Training | 8-12 week intensive operational and cultural immersion program |
| El Jannah | Nando’s | KFC | |
|---|---|---|---|
| Brand Identity / Loyalty | Middle Eastern, charcoal chicken, strong cult following, family-led authenticity | South African-Portuguese, peri-peri chicken, quirky, youth appeal | Iconic global QSR, broad appeal, drive-thru convenience |
| Store Presence | Rapid expansion, focus on drive-thru and suburban shopfronts | 1,200+ global stores, dine-in focus, urban areas | 700+ stores in Australia, largest QSR chicken chain |
| Franchise Investment | Premium buy-in, high-touch support, strong transaction volumes | Lower buy-in, robust training, intense competition | Highest investment, long payback, proven model |
| Support & Training | Comprehensive onboarding, digital marketing, supply chain help | International best practices, strong support network | Highly systemised, national marketing, tech innovation |
| Menu Focus | Charcoal chicken, toum, Middle Eastern sides | Peri-peri chicken, varied spice levels, casual dining | Fried chicken, menu innovation, family meals |
| Target Customer | Multicultural, families, foodies seeking authenticity | Youth, urban diners, spice lovers | Mass market, families, convenience seekers |
| Expansion Support | Backed by General Atlantic, franchisee-focused growth | International experience, metro-centric locations | Large-scale resources, supply chain leverage |
| Competitive Edge | Authentic flavours, destination dining, brand passion | Flavour variety, loyalty programs, quirky branding | Scale, marketing budget, operational efficiency |
Source: Inside Retail Australia, SBS News, QSR Media, B&T Magazine, Franchises-for-sale.au
Disclaimer: This profile is for informational purposes and reflects market data as of May 2026. Prospective franchisees should conduct independent due diligence and seek professional advice.
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