Merivale, Solotel meet their match in new hospitality group ESCA

Giants like Merivale and Solotel need to watch their backs - a nurse with no hospitality experience has created one of the fastest growing hospitality groups in Sydney.

What started with one small cafe in Newtown, opened by a registered nurse with no hospitality experience, has become one of the fasted growing hospitality groups in Sydney.

Ibrahim ‘Ibby’s’ Moubadder, along with co-founder Jorge Farah, have cemented their status in Sydney’s food scene in the formation of the ESCA group, which includes popular Parramatta’s Asian fusion restaurant LilyMu and cafe The Lobbyist, Surry Hills’ Nour, Henrietta and Cuckoo Callay and the newly opened Aalia, in Martin Place which recently opened to critical success.

“I believe we opened more venues during Covid than anyone in the world,” Moubadder said.

“Forming the group solidifies our presence on the food scene. And now we are not just “the guys from Nour.”

Ibrahim Moubadder, co-Founder of ESCA, was a registered nurse before making his mark on Sydney’s food scene. Picture: Supplied

Moubadder, a registered nurse, moved to Australia from Beirut to study medicine however decided to wait till he became a citizen before commencing his degree so that it wouldn’t be as expensive.

“Around the time Sydney’s coffee scene was booming so I decided to open my own small cafe in Newtown, with the reasoning that it would provide me income when I was studying,” he said.

Aalia in Martin Place has recently opened, applauded by critics. Picture: Supplied

“I had no experience but I’ve always loved food. I didn’t know it then but that one decision changed my life forever.”

While his portfolio includes a range of cuisines – and locations – the latest opening in the city is his flagship. Led by culinary director Paul Farag, it serves dishes from lesser-known regions of the Middle East and North Africa and has been both a critics and customer success story since it opened.

Moubadder and his partners now plan to open a new venue this year, this time expanding into Melbourne.

“I’ve been reflecting and one of the biggest secrets of my success, apart from working hard and being resilient, is being a good person. It’s equally important because that attracts great people who would work hard for you and be loyal to you.”

Ibby Moubadder at his Parramatta restaurant LilyMu. Picture: Justin Lloyd

With Moubadder’s family still in Lebanon, they haven’t seen the hospitality empire he’s built. “I’m waiting for the day my Mum can come here and see what we’re making.”

ESCA isn’t the only new group delighting taste buds.

Here are the names you should know:

HOUSE MADE HOSPITALITY

The historic Hinchcliff House near Circular Quay has been transformed into one of the most talked about venues in Sydney by this group. They’ve created different experiences on every level, from their basement bar Apollonia to their popular lunch spot Grana. Meanwhile, the jewel in the crown is the popular Lana, which is becoming increasingly hard to get into. In a competitive bidding war, the group also nabbed the rights to transform The Bondi Pavillion.

ETYMON GROUP

The new hospitality arm of the Aqualand Group of companies, Etymon opened its first venue in Sydney late last year. Loulou’s at Lavender Bay is a French Bistro, Boulangerie and Traiteur.

DTL ENTERTAINMENT

Maurice Terzini, of Iceberg’s Dining Room and Bar fame, has teamed up with entrepreneurs Paul Ford and Steve Bannigan, as well as publican Michael Broome to form DTL Entertainment Group. The group have been given the task of transforming iconic dive bar Jacksons on George into new development, Sydney Place.