When Natasha Sideris established the inaugural tashas restaurant in Atholl Square, Johannesburg, in 2005, she could not have anticipated its evolution into a global dining venture.
Now residing in Dubai, Sideris is spearheading a significant expansion in the restaurant industry, taking her distinctive dining style far beyond her roots in South Africa.
Currently, Tashas Group boasts 40 dining establishments across five nations, with 18 located in South Africa, 17 in the UAE, three in Saudi Arabia, one in Bahrain, and one in the UK. With plans for an additional 15 openings in the next 18 months, the group is set for ongoing growth in its major markets.
“I always said I would never venture into the food industry,” Sideris chuckles, reminiscing about her childhood.
“My father was in the restaurant business, and I witnessed how demanding it was. The only time we had with him was Mondays when restaurants were closed in South Africa. He’d take us for steak rolls and milkshakes at The Doll’s House, but other than that, he was always busy.”
While pursuing her psychology degree, her father encouraged her to lend a hand at his bustling Fishmonger restaurant in Rivonia, a suburb in Johannesburg.
“I would attend classes during the day with my apron in the trunk of my car before working from four in the afternoon until one or two in the morning,” she recalls. “I fell in love with the energy and the customer engagement.”
“Being in restaurants encompasses everything I cherish: people, design, the ambiance of spaces, and of course, food. Growing up in a Greek family, meals were always central to our gatherings.”
The inception of tashas
After years of collaboration with her father and managing several restaurants, including a successful redevelopment of a Nino’s outlet, a new opportunity arose. A landlord impressed by her work offered her a space if she created her own brand. Sideris contemplated numerous names before ultimately deciding to name it after herself.
“The landlord insisted on ‘tashas.’ While I was reluctant, I eventually agreed, saying, ‘Let’s do it.’”
From its opening day, tashas in Johannesburg’s upscale Atholl Square was bustling with customers. This restaurant’s debut marked the commencement of the tashas venture, and by 2008, merely three years later, Sideris sold a controlling 51 percent stake to the JSE-listed food group Famous Brands.
“It was a favorable arrangement at that time,” she clarifies.
“I had two restaurants and they provided corporate oversight, administrative systems, and procurement.”
While the partnership was beneficial initially, Sideris eventually recognized that she was carrying the majority of the workload.
“I was managing everything, especially after relocating to Dubai,” she states.
The pandemic presented an unexpected chance.
“It was globally devastating, but for me, it provided a chance to renegotiate and reclaim ownership of the business. Now, it’s solely myself, my brother Savva Sideris, and a minority partner who own the company.”
The shift to Dubai
In 2014, Sideris made the daring choice to launch in Dubai—an expansion that would drive her international growth.
“South Africa was overly saturated. The UK and US presented numerous entry obstacles. Dubai was a logical choice: close to South Africa, culturally relatable, and home to a vibrant hospitality scene. Greeks and Arabs share a passion for family, food, and generosity.”
This decision has since proven transformative for her business’s global reach.
While many brands compromise their identity during growth, Sideris insists on preserving what she describes as “boutique at scale.”
“Every location we open is as meticulously designed as the first. We aspire for our customers to experience a sincere sense of place and hospitality, no matter where they visit,” she remarks.
This dedication includes nurturing South African staff culture even as the business expands globally.
“When we initiated our first establishment in Galleria Mall, Dubai, I mandated that 70 percent of the team must be South African. Currently, we strive for 25 percent, but South Africans and Zimbabweans remain integral to our identity.”
A new growth trajectory
The upcoming growth stage will see the group delve deeper into international markets. Luxury concepts such as Flamingo Room by tashas, Avli by tashas (currently in Dubai and Bahrain), and Bungalo34 are being set up for prime cities and resort locales throughout Europe, the US, and Asia.
In parallel, casual dining formats, particularly NALA and tashas, are set for extensive global franchising.
New ventures launching this year feature Arlecchino by tashas, a premium casual Italian offering, and Café Sofi, a tribute to Sideris’ late mother, opening in Cape Town.
The group’s expansion approach balances flagship-owned venues with selective franchising.
Sideris remains closely involved in the areas of interior design, menu creation, beverage selection, and branding.
“I don’t handle administrative tasks or daily training; my teams excel at those,” she mentions.
“Yet, I still approve every design, dish, drink, and marketing piece. That’s my passion.”
“Initially, it was partially driven by profit and partly by passion,” she reflects.
“Now, it’s about legacy and providing opportunities for our team. We’re establishing an employee share ownership program because I want long-term benefits for those who have been with us.”
She succinctly summarizes her vision: “I want people to recognize that we created something remarkable and made a difference in people’s lives.”