What ESCA Group does

ESCA Group, trading as "ESCA" and legally constituted as Jorleo Pty Ltd (ACN 105 332 652), is a privately held Australian hospitality company founded in 2010 by co-founders Ibrahim Moubadder and Jorge Farah. The company operates nine distinct restaurant venues across Sydney and Melbourne spanning Middle Eastern fine dining (AALIA at 25 Martin Place with 150 seats; NOUR on Crown Street, Surry Hills), casual Lebanese charcoal-chicken (Henrietta in Surry Hills, Parramatta, Bondi and Melbourne), Japanese-Italian izakaya (Itō, Surry Hills), rooftop Japanese lounge (Jōji atop the Cartier building, L5/388 George Street), Spanish tapas (Besa, Bondi), and contemporary Pan-Asian (LILYMU, Parramatta Square). Revenue is generated through dine-in service, banquet and tasting-menu packages, private event hire and full venue buyouts, digital gift card sales via GiveX, and third-party delivery (UberEats, Hungry Hungry) for Henrietta sites. Pricing spans casual charcoal-chicken concepts to fine-dining banquets at A$119-A$220 per person and tasting-menu collaborations with international chefs.

The group's underlying technology is a centralised hospitality stack rather than proprietary IP: SevenRooms powers cross-venue reservations, event ticketing and newsletter capture; GiveX provides digital gift cards redeemable at any venue; and delivery integrations extend Henrietta's reach. Marketing is predominantly direct-to-consumer via Instagram and Facebook at the venue level, an ESCA Group newsletter via SevenRooms, and event-driven activations including chef collaborations, Negroni Month, Season of Spirits, and the Mardi Gras Margarita Passport, supported by earned media in Good Food Guide and Gourmet Traveller. The customer base is primarily premium and casual diners across Sydney and Melbourne, with corporate and private events as an adjacent revenue stream.

AALIA's two consecutive Good Food Guide Chef Hats (since 2022), NSW Restaurant of the Year 2023 (Gourmet Traveller), and #14 ranking in World's 101 Best Steak Restaurants 2026 are the group's primary brand equity assets; NOUR and Itō are also hatted, and NOUR holds TripAdvisor's top Sydney ranking. ESCA is founder-led with no disclosed external institutional capital, operates its headquarters at Studio 12, 151 Foveaux Street, Surry Hills, and is governed under the Australian Privacy Principles. The company has no reported AI/ML capabilities, no disclosed revenue, no funding rounds, and no acquisitions or divestitures in the source data.

Name

ESCA Group

Legal name

Jorleo Pty Ltd (ACN 105 332 652)

Website

https://esca.group

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

ESCA Group is a privately held Australian hospitality company operating nine distinct restaurant venues across Sydney and Melbourne, spanning Middle Eastern fine dining (AALIA, NOUR), casual (Henrietta), and specialty concepts (Itō, Jōji, Besa, LILYMU), founded in 2010 by Ibrahim Moubadder and Jorge Farah.

Ownership category

akta.pro rank

Product category

Restaurant Hospitality Services

NAICS

Full-Service Restaurants (722511), Food Services and Drinking Places (722), Drinking Places (Alcoholic Beverages) (7224), Caterers (722320)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Ethnic & Regional Cuisine Restaurants (THAFACAD)

Keywords

• Restaurant hospitality group
• Fine dining venues
• Middle Eastern cuisine
• Multi-venue restaurant
• Chef-led dining

Headquarters

HQ city

Surry Hills, New South Wales

HQ country

Australia

HQ region

Oceania

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Restaurant Dining Revenue: Primary revenue stream from food and beverage sales across 9 restaurant venues including AALIA, NOUR, Itō, Jōji, Henrietta (multiple locations), LILYMU, Besa, and Aalia Wine Room. Revenue generated through à la carte dining, set menus, tasting menus, and banquet experiences.
2. Private Events and Functions: Revenue from venue hire for private dining, corporate events, and special occasions. Venues offer semi-private dining rooms and full venue buyouts for groups ranging from intimate gatherings to large celebrations.
3. Gift Cards: Digital gift cards sold through GiveX platform, redeemable across all ESCA venues. Provides upfront cash flow and drives future customer acquisition.
4. Catering Services: Catering offerings available for Henrietta venues, including corporate events and private functions. Also includes takeout and delivery services via third-party platforms.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

ESCA Group operates nine distinct restaurant venues across Sydney and Melbourne offering fine dining, casual, and specialty cuisine experiences spanning Middle Eastern, Japanese-Italian fusion, Spanish tapas, and Pan-Asian concepts. The group also operates a digital gift card program redeemable across all venues and provides private events, catering, and takeout/delivery services through its restaurant portfolio.

Product overview

ESCA Hospitality Group operates a portfolio of distinct restaurant brands across Sydney, Melbourne, and Parramatta. The core offering includes fine dining venues (AALIA, AALIA Wine Room, NOUR), casual dining (Henrietta locations in Surry Hills, Parramatta, and Bondi), and specialty concepts (Itō Japanese-Italian izakaya, JŌJI rooftop bar, LILYMU Pan-Asian, Besa Bondi Spanish tapas). The group also offers a digital gift card program through GiveX. Each venue operates independently with its own reservation system, menu, and identity, unified under the ESCA brand.

Differentiator

Problem solved

Functional benefit

Brands

• AALIA: Award-winning Middle Eastern and North African restaurant at 25 Martin Place, Sydney, featuring Executive Chef Adam Wolfers.
• NOUR
• Henrietta
• Itō
• JŌJI
• Besa
• LILYMU
• AALIA Wine Room

Products and services

• AALIA Award-winning Middle Eastern and North African fine dining restaurant at 25 Martin Place, Sydney. Two-hat restaurant recognized by Good Food Guide with Executive Chef Adam Wolfers leading the culinary team.
• AALIA Wine Room Intimate wine bar extension of AALIA at 25 Martin Place. Wine-first philosophy with concise Middle Eastern small plates designed to complement the wine selection.
• NOUR Hatted Middle Eastern restaurant in Surry Hills offering sophisticated Lebanese cuisine. Awarded Sydney's best restaurant on TripAdvisor with Executive Chef Ibrahim Kasif.
• Itō Japanese-Italian izakaya in Surry Hills where tradition inspires creativity. Neighbourhood restaurant featuring sake, sashimi, and re-imagined share plates with Executive Chef Erik Ortolani.
• Jōji Refined rooftop Japanese lounge and dining at L5/388 George Street, Sydney. Perched atop Cartier building, offering experience grounded in Shibui, Wabi Sabi, and Datsuzoku principles.
• Henrietta Surry Hills Casual Lebanese charcoal chicken restaurant on Crown Street, Surry Hills. Signature charcoal chook, punchy toum, and mezze in a relaxed neighbourhood setting with table service. Also offers catering and takeout/delivery via UberEats and Hungry Hungry.
• Henrietta Parramatta Lebanese charcoal chicken restaurant at 3 Parramatta Square, Parramatta. Family-friendly venue serving flame-kissed chicken, punchy toum and vibrant mezze.
• Henrietta Bondi Lebanese charcoal chicken restaurant at 75-79 Hall Street, Bondi Beach. Casual beachside venue with flame-kissed chicken, cocktails, and mezze.
• LILYMU Contemporary Pan-Asian restaurant in Parramatta Square. Draws inspiration from diverse Asian cuisines with fresh contemporary twist, designed for sharing.
• Besa Bondi Spanish tapas restaurant at 75-79 Hall Street, Bondi. Rooted in Spanish tapas bar spirit with bold sun-soaked flavours, coastal plates, and Don Quixote-inspired cocktails.
• ESCA Digital Gift Cards Digital gift cards redeemable at any ESCA venue. Delivered via email within minutes and managed online via GiveX platform. Available in any denomination with periodic 20% bonus value promotional offers.
• ESCA Private Events and Functions Private dining, corporate events, and special occasion venue hire across ESCA venues. Offers semi-private dining rooms and full venue buyouts for groups ranging from intimate gatherings to large celebrations.
• ESCA Catering Services Catering offerings available for Henrietta venues, including corporate events and private functions, with takeout and delivery services via UberEats and Hungry Hungry.

Quantifiable outcome

• Two Good Food Guide Chef Hats maintained consecutively since 2022
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Orendain TequilacoreGTM or Marketing Partner · 13 February 2026Collaborative partnership for annual Mardi Gras Margarita Passport events. Orendain Tequila provides the base spirits for venue-specific margarita creations. $1 from every margarita sold donated to Pride Foundation Australia.
• The Girls & Boys BrigadecoreStrategic or Co-development Partner · 3 August 2025ESCA partnered with The Girls & Boys Brigade as its official charity partner. The partnership supports youth empowerment through care, connection, and opportunity. The group hosted an Appetite for Change charity dinner at AALIA with all proceeds donated directly to the organisation.
• Nanny Goat VineyardminorGTM or Marketing Partner · 16 July 20252025 ESCA x Nanny Goat Pinot Noir collaboration. Sommelier Sarah O'Dwyer travelled to Central Otago to blend the wine with winemaker Alan Peters-Oswald. The wine is now pouring across all ESCA venues.
• Marionette SpiritscoreStrategic or Co-development Partner · 31 December 2024Collaborative creation of the ESCA x Marionette Plum Liqueur, blending Victorian plums with Reed and Co Shochu and Melbourne Sake. Limited-edition liqueur featured in bespoke cocktails across all ESCA venues for January 2025.
• Heart On My SleeveminorStrategic or Co-development Partner · 31 July 2023Mental health charity partnership with Sydney-based organisation founded by Mitch Wallis. Hosted Three Course Conversation dining event at Henrietta to support mental health awareness and community connection initiatives.
• Maha RestaurantminorStrategic or Co-development Partner · 16 May 2021Chef exchange partnership with Shane Delia's award-winning Melbourne Middle Eastern restaurant. Included NOUR x MAHA brunch collaboration and reciprocal cooking sessions.
• Heaps NormalminorGTM or Marketing PartnerPartnership with non-alcoholic beer brand Heaps Normal for the Three Course Conversation charity event, providing beverage options for the mental health dining experience.
• Four Pillars GincoreGTM or Marketing PartnerOngoing spirits partnership including annual Negroni Month celebrations, Maytini cocktail collaborations, cocktail competitions, and gin-din events. Nick Tesar, Creative Drinks Director, collaborates with ESCA bar managers on bespoke cocktail menus.
• Pride Foundation AustraliaminorStrategic or Co-development PartnerCharity beneficiary of annual Mardi Gras Margarita Passport events. ESCA donates $1 from every margarita sold during the promotion period to support LGBTQIA+ community initiatives.
• SevenRoomscoreTechnology or IntegrationReservation and booking platform powering cross-venue reservations, event ticketing, and newsletter subscriptions across all ESCA venues. Provides integrated customer booking experience.
• GiveXcoreTechnology or IntegrationDigital gift card platform enabling gift card purchases redeemable at any ESCA venue. Provides email delivery and online gift card management.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Solotel: Sydney hospitality group (Hotel Harry,，处于, Bungalow 8, and other pubs/bars/restaurants) operating diverse food-and-beverage concepts across the city. Comparable as a fellow Sydney multi-concept operator spanning casual and premium venues.
• Applejack Hospitality: Sydney-based multi-venue hospitality group (SoCal, The Butler, Bondi Trattoria, among others) operating a portfolio of distinct restaurant and bar concepts. Comparable as a fellow Sydney multi-concept operator with both casual and premium formats.
• Merivale Group: Sydney's largest multi-venue hospitality operator (Justin Hemmes), running 80+ restaurants, bars, hotels, and event spaces. Most directly comparable peer given the multi-concept, multi-geography, premium-leaning portfolio model operating in the same Sydney market.
• Fink Group: Queensland-based premium hospitality group operating OTTO, Coast, Sake, and other hatted venues. Comparable as an Australian multi-venue group anchored in award-winning restaurants with strong chef profiles.
• Rockpool Dining Group: Neil Perry-founded premium Australian hospitality group behind Rockpool Bar & Grill, Spice Temple, and Rosetta. Highly comparable as an Australian fine-dining-led multi-venue group with chef-driven concepts and award credentials.
• Trippas White Group: Sydney hospitality group operating premium venues (Bistro Guillaume, various CBD and event spaces) plus venue management for major institutions. Comparable as a multi-venue Sydney operator with events and banqueting capability.

Regional players

• House Made Hospitality: Melbourne-based hospitality group (Hawker Hall, Dessous, Long Shot) operating multiple distinct restaurant and bar concepts. Comparable as an Australian multi-venue operator and a key competitive presence in the Melbourne market ESCA just entered.

Broad incumbents

• Hakkasan Group: Global luxury hospitality group operating high-end restaurants, nightclubs, and hotels across multiple continents. Comparable as a broader incumbent in upscale ethnic/Asian-inspired dining with multi-venue, multi-geography operations.
• The Bentley Group: Established Melbourne hospitality group behind The Bentley, Cumulus Inc., and other premium venues. Comparable as a broader Australian incumbent in chef-driven dining and the prior employer of ESCA Executive Chef Paul Farag.

Emerging players

• Maha Restaurant: Shane Delia's hatted Middle Eastern fine dining restaurant in Melbourne. Comparable as a fellow award-winning Middle Eastern restaurant in Australia; ESCA has an existing chef-exchange partnership with Maha (NOUR x MAHA brunch).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/itsescagroup
• Instagraminstagram.com/itsescagroup/?hl=en
• LinkedInlinkedin.com/company/esca-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ESCA Group