Dubai‑based hospitality firm Tashas Group is entering a rapid new phase of expansion across the Middle East and South Africa, with founder Natasha Sideris spearheading a strategy that balances boutique charm with accelerated growth. Operating 40 venues in five countries—including 18 in South Africa, 17 across the UAE, three in Saudi Arabia, and single locations in Bahrain and the UK—the group plans to open a further 15 to 16 restaurants over the next 18 months.
Sideris describes a shift from a cautious rollout to full‑throttle expansion. “We’ve had very slow and steady growth… now we have an army,” she told Arabian Business, adding that this year alone may see five or six new launches and a first Saudi opening in September. Among the fresh locations are new tashas cafés in Al Ain, Sharjah and Ras Al Khaimah, an Avli venue in Bahrain, alongside six further sites in South Africa.
Sideris emphasises that despite the surge in numbers, each venue remains carefully curated. She maintains an “attention to detail” ethos across interiors, menus and service, preserving the brand’s boutique identity even at scale. “Not too smart, not mainstream casual. It’s elevated casual,” she said, underlining the group’s market niche in Dubai’s competitive hospitality environment.
This accelerated expansion follows the 2020 buy‑back of the group from Famous Brands, restoring majority control to Sideris, her brother Savva, and a minority partner during the pandemic. The founder views the reopening of growth avenues as a chance to give back: the group is in the process of establishing an employee share ownership programme to reward long‑serving staff.
Development includes a varied brand portfolio. Beyond tashas cafés, the group operates upscale venues such as Flamingo Room by Tashas, Avli by Tashas, Bungalo34 and NALA. Upcoming concepts include Arlecchino by Tashas, a premium casual Italian eatery, and Café Sofi in Cape Town, named for Sideris’s late mother. There are also plans for expansion in Europe, the US and Asia via franchising, with NALA earmarked for up to 300 global outlets.
The group’s regional strategy is evident in its UAE focus. It aims to penetrate less saturated Emirates—Sharjah, Al Ain and Ras Al Khaimah—using both flagship and franchise models. In Saudi Arabia, Tashas plans to open its first beach‑side Bungalo34 venue in RAK and its first restaurant in Riyadh in September.
While maintaining quality remains a non‑negotiable, Sideris has acknowledged the escalating cost of expansion in the region. On Dubai Eye 103.8, she revealed that opening new venues carries a projection of AED 9–10 million, depending on format and location.
Tashas Group has also invested heavily in infrastructure to support its growth. The Dubai HQ has assembled cross‑regional teams in both the Middle East and South Africa, training more than 14 staff in each locale to manage openings. The group is also launching The Academy, a centre in Dubai dedicated to staff training and hospitality excellence.
Sideris points to Southern African staff culture as a key differentiator in their global venues. Initially insisting on 70 percent South African staff in Dubai, that figure has shifted to around 25 percent, yet the brand’s core still reflects Southern African warmth and service ethos.
As the group builds momentum, scrutiny of quality is intensifying. Sideris oversees monthly audits across kitchens and front of house to ensure consistency across the expanding footprint. The aim is a consistent yet location‑aware experience—whether in Cape Town, Dubai or London—with each venue inspired by its setting.