South African Restaurateur Natasha Sideris Scales Tashas Group to 45 Global Locations Amid Market Headwinds

Tashas founder Natasha Sideris announces 16 new venues for 2026 as the South African restaurant brand tackles challenges in the UK and Middle East markets.

By: AXL Media

Published: Apr 6, 2026, 7:18 AM EDT

Source: Information for this report was sourced from Daily Investor

The Evolution of a South African Dining Phenomenon

The trajectory of the Tashas brand represents a significant shift in the South African hospitality landscape, moving from a local niche to a recognized global competitor. Founded by Natasha Sideris in 2005, the concept was born from a identified gap in the market for contemporary, high-quality daytime dining. Sideris, who initially studied psychology before returning to her family’s restaurant roots, leveraged a boutique approach where each branch features unique interior design and location-specific menus, a strategy that has allowed the brand to maintain an artisanal feel despite rapid scaling.

Navigating the Complexities of Corporate Partnership

The growth of the brand was accelerated by an early partnership with JSE-listed Famous Brands, which acquired a majority stake in the business after recognizing the success of the original Atholl location. This relationship provided the corporate backing necessary for expansion while Sideris maintained essential creative control over the brand's aesthetic and culinary standards. In a significant move toward independence, Sideris bought back the 51 percent stake from Famous Brands in 2020, positioning the group as a privately held entity capable of more agile international decision-making.

Strategic Expansion into the United Arab Emirates

Global ambitions were realized in 2024 through a substantial investment in the Dubai market, a move that cost approximately R30 million and involved relocating dozens of South African staff members. Despite initial fears regarding market reception, the UAE has become a cornerstone of the group’s international portfolio. Sideris has since diversified the group's offerings in the region with high-end concepts such as Flamingo Room and the award-winning Galaxy Bar, demonstrating an ability to compete in the luxury hospitality sector outside of the traditional cafe model.