I’ve always struggled with NOT writing about fast food marketing. 🥺
I’ve tried to take a break (even BrownieGod was a stretch).
But El Jannah… since you opened near my hometown and I signed up to your app, you had to do it, didn’t you?
I’m sorry…
Nevertheless, here we are. At least I’m supporting an Australian brand, right?
El Jannah – A Masterclass in Authentic Marketing and Branding
One of my favourite examples of a company successfully establishing itself in a competitive market, especially within the quick-service restaurant (QSR) or fast-food industry, is El Jannah.
This brand has become a masterclass in authentic, culturally relevant, and community-focused marketing.
It’s a strategy that every marketer and business owner should observe and learn from.
El Jannah – A Quick History Lesson
In 1998, the Lebanese immigrant Estephan family started a restaurant in Granville, Western Sydney, to revive the beloved flavours and memories of their homeland. The diverse and welcoming food scene in Western Sydney helped the restaurant quickly gain popularity, attracting a loyal customer base. Overall, it proved to be an outstanding success.
Nevertheless, it is important to recognise that El Jannah’s loyal community remains strong as it gradually expands beyond its multicultural hub in Western Sydney, driven by its commitment to “embracing consistency,” as stated by CEO Brett Houldin (via SBS).
Since the late 2010s and during El Jannah’s major expansion, the company has focused on refining its specialty, emphasising straightforward, authentic, and unpretentious cuisine to build a reputation for quality and consistency.
As companies grow, they often face challenges like cultural shifts and identity loss. El Jannah, a beloved Lebanese restaurant from Western Sydney’s vibrant multicultural scene, has embraced these opportunities, showcasing its rich heritage and community spirit in a truly inspiring way!
The Essence Of A Family Brand
El Jannah chose an inspiring path during their expansion, setting themselves apart from the typical fast food approach that often relies on standard branding and pop culture. Instead, they embraced a heartfelt philosophy: “treating every guest like family since day one.” This genuine commitment to serving “from the heart” ensures that customers not only enjoy their meals but also feel warmly welcomed.
El Jannah’s strategic positioning as a family business has truly set it apart in the market. As highlighted by Botero and Blomback in 2009 (as seen in Barney, 1991), this unique brand connection fosters lasting value that is not only hard to replicate but also irreplaceable.
El Jannah recognises the importance of emotional connection and personal attachment in how it presents itself to customers. This approach aims to foster a strong emotional bond, tapping into the desire for authenticity and a sense of belonging. As MarTech points out, “it’s about emotional connections, those intangible bonds that keep customers returning, even when alternatives exist.” This sentiment is particularly relevant in the hospitality industry, where a significant 65-80% of restaurant revenue comes from regular customers.
When Branding And Marketing Strategies Meet Execution
Letting food be the story. El Jannah has successfully expanded its customer base to include a wider range of cultures and demographics while maintaining the brand’s authenticity and a family-oriented feel. This is primarily achieved by focusing on the charcoal used to cook the chicken, which is a central aspect of the El Jannah brand. The founder draws inspiration from childhood memories of “every dish being cooked over an open wood fire” in Lebanon. These memories shape all marketing materials, which emphasise the charcoal cooking method and the craftsmanship involved, enhancing the distinctive flavours of their dishes.
Authentic heritage & consistent brand identity. Instead of pursuing mass appeal and diluting cultural references for widespread acceptance, they have adhered to their core philosophy rooted in Australian-Lebanese culture. Their social media messaging emphasises the concept of their cuisine as a communal activity meant to be shared during family or social gatherings. This is exemplified through the presentation of family-sized portions, multiple plates, content featuring individuals with their friends or family, and catering options suitable for large events or celebrations.
Community integration. Prior to their extensive expansion into the broader Australian market, El Jannah maintained a strong grassroots presence in Western Sydney, where local residents felt a sense of ownership and pride in the brand. This established presence has been advantageous during their gradual expansion, as each store opening is perceived as “El Jannah coming to you,” rather than merely another branch opening within a chain, thereby maintaining both authenticity and a ‘cult’ community status.
El Jannah App as a brand touchpoint. El Jannah understands that its core customer base is young, urban, and mobile-native. The El Jannah App not only simplifies the ordering process for this audience but also serves as an extension of the brand identity, transforming it into a powerful marketing tool. Through engaging and humorous push notifications, the app keeps customers captivated. These notifications often include playful jokes or prompts that spark cravings, making them feel more like entertaining interactions rather than typical marketing messages. They also have a loyalty program, incorporating gamification into the mobile platform to encourage customers to repeat visits as though they’re part of the El Jannah family. Here are some I’ve received.
Key Takeaways
El Jannah’s success during its expansion from its roots in Western Sydney goes beyond just charcoal chicken; it involves blending authentic heritage with an emotional connection. Their marketing strategies, app development, and expansion plans demonstrate the power of maintaining a consistent brand identity while evolving the customer experience.
Taking El Jannah’s Marketing and Brand Strategy as inspiration, ask yourself?
- How can you use your brand’s heritage and story to tell stories through your marketing channels to encourage new and existing customers to believe in your business?
- Are you leveraging often overlooked digital tools, such as apps, push notifications, loyalty programs, and even SMS marketing, to turn one-time buyers into repeat customers?
- How can humour and personality in your marketing create stronger emotional connections compared to generic corporate messaging?
El Jannah’s growth stems from more than just food; it involves owning the cultural narrative, nurturing customer relationships, and scaling while maintaining flavour.