South African-born Tashas Group has made a name for itself in the United Arab Emirates, and now the hospitality group is eyeing further expansion into Saudi Arabia.
Since 2005, Tashas Group has been steadily expanding its footprint, breaking into the UAE in 2014. As of today, they have developed two fine-dining concepts, Flamingo Room by tashas and Avli by tashas, as well as the adjoining award-winning Galaxy Bar in Dubai.
Arabian Business sat down with Natasha Sideris, founder and CEO of Tashas Group to talk about current trends in the industry, what’s next for the brand, and milestones reached last year in the face of Covid-19 recovery.
What are the current trends in the F&B industry and how is Tashas Group tapping into them?
I see that one of the biggest opportunities, that I feel will become a trend, is really good, quick service or takeaway venues with incredible food. We are currently developing a “luxury fast food” concept that will launch this year in Al Serkal in Dubai that I am very excited about.
There is also an interesting trend in carving out spaces within existing restaurants for secondary or complementary concepts. We have done this Galaxy Bar. Once was once a storage room for Avli, has been made into a beautiful, stand-alone bar.
At one point, I think we all thought veganism might have been a trend, but I definitely think it is here to stay. People are very focussed on health and assuring that we do the same is going to be important.
With the New Year here, what’s next for Tashas Group?
We think that 2022 will be an exciting year which includes opening a new tashas location in Mirdif in Dubai in February, expanding our presence into Saudi Arabia as well as launching three brand new concepts in the region. We are also planning to publish a new cookbook.
Why has Tashas Group chosen to expand into Saudi, and what unique offering will it bring there?
We had been looking to expand into the region but hadn’t found the perfect location. When we were offered a space in the Bujairi Terrace, an upscale new neighbourhood found within the iconic Diriyah Gate, Saudi Arabia’s foremost historic and cultural city, we knew it was the right one for Flamingo Room by tashas.
The three-storey building, inspired by indigenous Najd architecture, will house four unique and distinct concepts; Flamingo Room by tashas, the African Lounge and the Stargaze Garden, complemented by luxe retail outlet The Collective. Each experience has been designed to recall the savage and delicate beauty of the African continent, whilst referencing the culture and deep hospitality tradition of the location in the kingdom.
Last year was tough for everyone with the ongoing pandemic. How has the Tashas Group brand grown in the UAE over the past year and what are some key milestones?
We haven’t actually opened any new locations this year in the region, which is unusual for us. We have been very focused on our existing businesses, and they have gone from strength to strength.
Some key milestones include:
- Opening a new brand called Le Parc by tashas. While the first one opened in South Africa, we hope to be opening one in the UAE very soon.
- Galaxy Bar being voted Number 45 in the World’s 50 Best bars was another highlight. It’s amazing to think that was once a storage room would receive such an amazing accolade.
- Signing a joint venture with 1701, the luxury confectionery brand, was also a milestone.
- Launching two new beautifully curated cocktail menus at both Galaxy Bar and Flamingo Room by tashas were also highlights.
- Finalising our partnership and signing our lease to enter Saudi is also very exciting.
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