Charcoal Chicken, Authenticity and a Cult Following: El Jannah CEO Brett Houldin on Succeeding in the Hospitality Industry
"Our customers know people by name, they can tell you a lot about their last food occasion, their first experience — that cult-like behaviour is growing with us as we expand."
in partnership with 
It's no secret that the last few years have seen the hospitality industry need make some swift changes to its modus operandi. Businesses had to adapt or run a very large risk of not making it through.
Although this free fall-like state has surely been clear to all, Uber Eats has taken it a step further and surveyed hundreds of restaurant operators nationwide to co-produce Pulse Check: Restaurant Report 2022, a piece of analysis highlighting key areas of challenge and opportunity for the industry as it continues to manage the shockwaves brought upon by the pandemic. Interestingly, the data revealed a whopping 92% of restaurants remodelled their business in some way during lockdown.
Of course, the industry took a lot of hits, but more than a few businesses have come out in better shape than they could've imagined. One such business is El Jannah, the widely loved — and continually expanding — charcoal chicken joint.
Together with Uber Eats, we sat down to chat through the ins and outs of the hospitality industry with Brett Houldin, El Jannah's CEO. Our mission? To find out how he and his team work, what they focus on and why he thinks they've thrived during an obstacle-ridden time. Have a watch below, and read on for the low down.
AUTHENTICITY IS FRONT AND CENTRE
Houldin puts authenticity front and centre — El Jannah does what it knows and does it well. (Some would even say it does it perfectly). Of course, some pivots were made — especially as orders via delivery services exploded — but the chicken aficionados held true to what customers love and expect in every visit, no reinvention in sight.
How that was possible? Houldin reckons it's thanks to an unwillingness to compromise on "the food quality, the ingredients and the healthy attributes".
THE EXPERIENCE
Something else that relies on authenticity (and contributes greatly to a diner's experience) is an environment that's friendly and memorable. When expertly executed, this generates a deep loyalty in a customer base — an all too familiar situation where El Jannah's concerned.
"[Our customers] treat it like an extension of their friends and family," Houldin shares. "They know people by name, they can tell you a lot about their last food occasion, their first experience. They want to tell their friends and family about what that looks like and how that felt. And I think that, in turn, brings a lot of people coming through."
"CULT-LIKE BEHAVIOUR"
What's certain is that El Jannah has created a dining experience (even when delivered to your home) that keeps people coming back. And without well-trained staff giving friendly, top-quality service, that probably wouldn't be achievable.
"That cult-like behaviour is growing with us as we expand into more locations across Sydney and Melbourne," says Houldin. "That's what's made us stand out."
All this chat put you in the mood for El Jannah chicken? Head to the website to find a location near you, or place your order via Uber Eats.
Top image: Jarrad Shaw
