El Jannah’s cousin has entered Sydney’s chicken shop wars
Sydney Morning Herald
by Jessica YunFebruary 14, 2026
AI-Generated Deep Dive Summary
James Estephan has launched his new Lebanese charcoal chicken shop, Char’d, in Belfield, Sydney, directly challenging the dominance of El Jannah, a long-established chain with over 50 locations. Nestled in a region known for its Lebanese heritage and high demand for authentic flavors, Estephan is banking on his family’s historical ties to El Jannah—and the promise of superior taste—to carve out a niche. His grandfather is a cousin of El Jannah co-founder Andre Estephan, making them second cousins once removed, but Estephan aims to set a new standard by addressing perceived shortcomings in the market.
The suburb of Belfield is part of western Sydney’s competitive food scene, where El Jannah and other chains like Anar and Awafy already have strongholds. Estephan, who previously worked at Red Rooster and attempted to join El Jannah before opting to start his own business, believes the key to success lies in quality control and flavor innovation. He has rebranded two chicken shops under the Char’d name, focusing on addressing customer complaints about dryness and inconsistent taste, which he attributes to rapid expansion by larger chains.
Estephan’s strategy is to lean into comparisons with El Jannah while emphasizing his own approach to charcoal chicken. By analyzing negative reviews of competitors and implementing changes based on feedback, he aims to offer a superior product that stands out in the crowded market. His goal is not just to compete but to set a new benchmark for Lebanese cuisine in Australia.
This story highlights the dynamic nature of the food industry, where innovation and quality can challenge even the most established players. For readers interested in global business trends, it underscores how local entrepreneurs are using feedback and heritage to create unique offerings that resonate with communities. Estephan’s approach not only reflects a deep understanding of his audience but also a strategic response to market demands.
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Originally published on Sydney Morning Herald on 2/14/2026