Natasha Sideris on IWD: Founder and CEO of Tashas Group on dominating the dining scene
I knew I didn't want to follow a cookie-cutter approach to expansion. Each tashas is inspired by a time or place relevant to its location, which is reflected in the design and an Inspired By menu. Today, nearly 20 years after I opened the first tashas, we have 22 locations: six in the UAE, 15 in South Africa, and one in London. No matter where you are – London, Dubai or Cape Town – each tashas has its own personality, but there's a golden thread that ties them all together: our relentless attention to detail. This philosophy extends beyond tashas to our other concepts: Avli by tashas, Bungalo34, Flamingo Room by tashas, Galaxy Bar and more.
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There are still a lot of stereotypes. For example, we're too emotional to lead and have to choose between success and a personal life. Emotional intelligence is a superpower in leadership, and women are incredible at multitasking and building strong teams. Some people think women in the Middle East have fewer opportunities, but that's far from the truth. The UAE has strong female entrepreneurs. The best way to break these stereotypes is to keep showing up, excelling and supporting women. Success isn't about gender. It's about talent, drive and vision.
I've heard that I'm a perfectionist, I'm too hands-on and expect too much. I see that as a strength. I care deeply about every detail, from the food to the service and atmosphere. I've used it to push myself and my team to keep raising the bar. People told me expanding internationally would be difficult. Instead of letting that doubt hold me back, I used it as fuel. Criticism, when taken the right way, can be the best motivation to grow.
The ability to lead with both strength and intuition. Women have a natural ability to nurture. It allows us to create environments that are not just successful but also deeply connected and inspiring. I love that as women, we are proving that success doesn't have to fit into a rigid mould. We can lead with heart, passion and authenticity while still driving real results.
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It was a mix of excitement, nerves and pure determination. Taking tashas beyond South Africa was a huge step. In 2014, it was incredibly rewarding to see our first international café come to life, and know that people in a completely different country were embracing it. Great food, beautiful spaces and genuine hospitality are universal. That moment was a turning point – it gave me the confidence to keep growing, take more risks and dream bigger.
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We have exciting plans ahead. This year, we have openings in South Africa, Bahrain, Saudi Arabia and the UAE. By the end of the year, we will likely have 30 tashas locations, which includes one in Saudi Arabia, and five more in the Emirates. We will also be opening Avli by tashas in Bahrain and Le Parc by tashas in Cape Town. In January, we opened a new fast-casual concept in Dubai called NALA. It's been incredibly well received, and we see it expanding to new locations by the end of the year.
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Dream big, but don't be afraid to start small. Success doesn't happen overnight – it takes passion, persistence and a willingness to learn. Stay hands-on, pay attention to the details, and never compromise on quality. Surround yourself with great people, trust your instincts and love what you do. If you're truly passionate, that energy will drive you forward, no matter the challenges. And always remember – there's room for everyone. Lift others up.
GO: Visit www.tashasgroup.com for more information.
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