Widespread anger has erupted across Australia, particularly among Muslim, Arab and pro-Palestine communities after confirmation that iconic Lebanese-Australian restaurant chain El Jannah has been acquired by General Atlantic, a US private equity firm with long-standing investment links in Israel.

El Jannah, founded in Granville in 1998, has been considered a Western Sydney cultural landmark for more than two decades. For many families, the chain represents community identity, Lebanese heritage, and Western Sydney pride. The news of its sale has therefore struck a personal chord for thousands who see the brand as much more than just food.

General Atlantic’s investment footprint in Israel

General Atlantic operates offices in Tel Aviv and publicly promotes its investment focus in Israel. According to its website, the firm “sees significant opportunity in Israel” and has invested more than $750 million into Israeli technology companies.

In a 2022 press release, CEO Bill Ford said: “General Atlantic is proud to establish a local presence in Israel… We look forward to growing our team on the ground and deepening our partnerships within the vibrant community of Israeli founders.”

The global firm has also held major stakes in companies such as Kahoot, SHEIN and the disability-sector platform Mable.

The Financial Times reported in 2024 that General Atlantic and CVC were forced to delay multimillion-dollar stake sales in Asia due to boycotts linked to the Israel–Hamas war—an indication of how global consumer pressure is now affecting investment decisions.

Community backlash: “We will be boycotting”

The backlash was immediate. Social media comment sections flooded with frustration, disappointment and anger.

User @azznewz, who identified as a long-time supporter, wrote: “I’m a day oner and I am deeply disappointed you sold out to genocide enablers.”

User @_vxx40 wrote: Very disappointed you would allow Zionists to have anything to do with your brand. We will be boycotting.”

Another customer, @jamielliott99, questioned the brand’s identity: “You’re not proudly Lebanese, you’re proudly after profits. Why would you partner with a company that invests money into a state that is trying to steal land from Lebanon, Syria and committing a genocide in Palestine?”

Accusations of ties to genocide

Several commenters directly criticised El Jannah for aligning with a corporation whose investments support Israel’s economy.

User @jethunto posted: “General Atlantic have clear and well-documented ties to Israel… I am gutted, I was a huge fan of El Jannah but I can’t support a business with ties to genocide. Yallah byyyyyyeeeeee (and free Palestine).”

Another user, @nadinehadaya, wrote: “‘Proudly Lebanese Always’ while selling out to a company that supports a military that regularly attacks Lebanon, killing Lebanese and destroying homes and livelihoods?”

Dozens of others announced they would no longer be customers:

“Thank you. This was my go-to at least once a month but no more.” – @berniesbhagwan

“So disappointed with @el__jannah — would not be buying anything from you!” – @jayharnz

Wider concerns: “They invest in things people cannot boycott”

Some users broadened the critique to General Atlantic’s investment strategy, which includes essential-service platforms.

User @huzmanygomez16 highlighted the complexity for disabled Australians: “Disabled people literally rely on support workers to stay alive, but boycotting Mable is not possible for many… They invest in companies people need to survive. That’s how they get you.”

This sentiment reflects fears that private equity firms can use essential sectors to shield themselves from community-led economic protest.

A significant shift in community trust

For many, the issue goes beyond corporate structure. It touches on identity, ethics, and responsibility during an ongoing humanitarian crisis in Palestine. The emotional responses reflect a broader trend in consumer behaviour, in which customers increasingly scrutinise the political and ethical backgrounds of business owners.