El Jannah and Building Brand Loyalty with Strategic Pop-Up
A Playbook for Bold Business Growth
If you’ve ever queued outside a buzzing charcoal chicken shop in Western Sydney, chances are you’ve visited an El Jannah store. In the past year alone, they opened 11 new locations—and they’re now selling around 100,000 chickens every week. And they’re just getting started.
Known for their Lebanese-style charcoal chicken and garlic sauce, El Jannah has built a cult following not just through word-of-mouth, but by making bold, calculated moves that many brands overlook. This is more than a good food story. It’s a masterclass in brand expansion, niche marketing strategy, and premium brand positioning.
So—how did they grow so fast in such a crowded market?
One word: pop-ups.
Let’s unpack what El Jannah did, why it worked, and how you can apply it to your business.
“Doing Things Differently” Still Works
You’ve heard it before: “stand out or fade away”. But let’s be honest. Most businesses are busy keeping the lights on, so doing something different often gets pushed aside.
That’s what makes El Jannah’s approach so interesting.
Instead of burning budget on traditional advertising, they brought their product to the people, setting up pop-up restaurants at high-profile events like the Australian Open. They didn’t wait to be discovered. They inserted themselves directly into the lives of potential customers.
This wasn’t a one-off stunt. It was a core part of their expansion plan—and it worked.
Pop-Ups: More than a Sales Tactic
When done right, pop-ups aren’t just trendy. They’re low-risk, high-impact tools to test and expand your business.
El Jannah used them to:
- Test new markets before signing long-term leases
- Gather real-time customer feedback
- Build brand buzz and energy without traditional media spend
This is the kind of premium brand strategy that feels effortless to customers, but is built on intentional design. By the time a permanent store opens, the brand already feels established—because it is.
If you’re launching a new product, service, or location, consider this: Can you preview it in a temporary space, event, or activation first? You’ll learn far more in two weeks of direct customer feedback than months of internal planning.
Go Where the Crowds Already Are
One reason El Jannah’s pop-ups worked was because they chose high-foot-traffic. And with the smell of charcoal chicken in the air, they were hard to ignore.
Even better, these events offered them access to thousands of people, including many who’d never heard of the brand before.
This wasn’t about luck. It was a deliberate move.
It could be a trade show, a local market, or a sporting event. Think about where your ideal customer spends time and how your product or service could naturally fit into that setting.
Scale by Focus
Another underrated part of El Jannah’s success? They kept their menu tight.
Charcoal chicken. Garlic sauce. Sides.
That’s it.
This kind of niche marketing strategy lets them grow without losing quality. It simplifies training, streamlines supply chains, and ensures a consistent customer experience across every store.
When you focus on what your customers already love, you don’t need to add more. You just need to deliver better, faster, and at scale.
So, ask yourself: What are the 1–2 things your customers love most? Can you strip away the rest?
Word-of-Mouth Is Earned
Despite their rapid growth, El Jannah hasn’t relied on massive ad campaigns. They’ve grown by creating experiences worth talking about and sharing with family and friends. That’s marketing you can’t buy.
So, think beyond customer service. Think customer experience. What’s something surprising or delightful you can add to your product journey? It could be as small as a handwritten note, a unique flavour, or even a memorable interaction.
Innovation Doesn’t Mean Complex
Too often, “innovation” gets mistaken for rebrands, apps, or expensive tech. But doing something different doesn’t have to be complicated. Sometimes, it just means being visible in a new place, or packaging your existing offer in a way that creates excitement.
El Jannah didn’t reinvent chicken. They reimagined how people discover it. That’s the kind of smart, ethical business move any brand—big or small—can make.
Interested in Adapting El Jannah’s Strategy?
Start with one question:
Where does your customer already spend time—and how can you meet them there?
Whether you’re building a premium brand, entering a new market, or refining your purpose-driven positioning, you don’t need 100 stores to grow. You just need a smart plan and the courage to act differently.
If you’re ready to try something bold, we’re here to help.
Ooze Studios builds brands that scale with intention. Drop us a line today.
Key takeaways
- Pop-ups are powerful. Use them to test, learn, and launch smarter.
- Go where the people are. Insert your brand into your audience’s world.
- Focus scales. Simplicity isn’t a weakness—it’s a growth lever.
- Be talk-worthy. Brand loyalty starts with memorable experiences.
- Be bold, not busy. Innovation can be small, strategic, and effective.
- Think long-term. Strategic moves today build sustainable brands tomorrow.
