(Credit: Photo provided by restaurant.)
Icon Hospitality Group is inaugurating the first "House of EL&N," a brand from London offering not only pastries but also full meals for a new concept with an upscale offering.
On May 26, 2025, after a year's delay, EL&N officially opened its first store in downtown Beirut. More than just a cafe, this first House of EL&N inaugurated in Lebanon combines fine dining, signature pastries, and lifestyle cafe, true to the glamorous and Instagrammable world of the brand born in London in 2017.
The initiative comes from Icon Hospitality, based in the United Arab Emirates. "We signed the franchise agreement in 2023, but we preferred to wait to ensure the conditions for opening were met," explains Adam al-Mawla, founder and CEO of the group. The construction finally began in January 2025, following the contract's approval in September 2024.
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Unlike traditional EL&N cafes, the House of EL&N is more akin to a restaurant with table service, a central kitchen, and a sophisticated menu. "It's an evolution of the original coffee shop and deli concept created by Alexandra Miller in London. Here, we offer a real dining experience, from brunch to dinner, with shisha on the terrace," specifies Mawla. The location, spanning 620 m² with half dedicated to the central kitchen, can accommodate up to 165 guests, including 70 outside.
Located in the heart of downtown Beirut, the address aims to be a "cosmopolitan and accessible landmark, with a diverse but assertive clientele." A central kitchen in the basement allows for recipe preparation and supplies the brand's future locations.
The menu, revamped for the Lebanese market, offers lobster linguine, wagyu beef, tuna tartare, as well as pizzas, burgers, and bowls. "We want to offer fine dining but accessible," Mawla summarizes. The prices reflect this ambition: around $25 for breakfast or tea time, and $35 for lunch or dinner.
On the pastry side, enthusiasts will find London's staples, sold by the slice: red velvet, carrot cake, chocolate mousse, and the now-famous "Dubai pistachio kunafa cake." "Our best-sellers? The honey cake and the dolce cake," shares the director. Cakes can also be ordered in advance for all sorts of events. Note that no alcohol is served – a rule that applies to all 43 EL&N locations worldwide.
A solid investment for a market in transition
The opening of this first House of EL&N required an investment of two million dollars, including renovation, equipment, and rent. The contract with the property's landlord extends over ten years. "It's a long-term commitment, but we believe in the brand's potential here," assures Mawla.
The operating license is held by One Food Ventures SAL, a company registered in Lebanon and 100% owned by Icon Hospitality Group. A percentage of revenue is returned to the parent brand EL&N for maintaining engineering, design, and name.
Icon Hospitality's ambition doesn't end with this single restaurant. In the short term, the group plans to open three additional EL&N cafes, as well as a "grab and go" point at the airport or on beaches, in a seasonal format. Two other "deli & bakery" units could also emerge. "Our goal is to reach between five and seven locations within three years," concludes Mawla, aware that the situation could speed up or slow down his project.
This article was originally published in French by L'Orient-le Jour.
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