South African hospitality group to grow Middle East footprint.

A quiet shift is happening in the Gulf’s dining economy. Premium hospitality is no longer only a downtown story. It is moving into master planned communities where residents live, work, train, and spend seven days a week. South African born Tashas Group is positioning itself right in the middle of that shift with a major growth push across the United Arab Emirates and the wider GCC.

In September 2025, Arada announced a AED 100 million joint venture with Tashas Group to open a minimum of 10 outlets over the next two years. The partnership focuses on two brands: the flagship tashas premium cafe concept and the upcoming Cafe Sofi. Five openings are already in the near term pipeline, starting with tashas Aljada in Sharjah in December 2025, followed by Al Ain in January 2026, Nad Al Sheba in February 2026, and Ras Al Khaimah in March 2026, with Cafe Sofi planned for 2026.

Why the suburbs are the new battleground

For founders watching consumer trends, the lesson is simple: distribution follows people. Arada links the opportunity to rapid population growth, Golden Visa driven long term residency, and the rise of lifestyle first communities that compete on wellness, culture, and hospitality, not just real estate.

Tashas Group’s founder and CEO Natasha Sideris has been consistent on one point: community driven, all day concepts win because they become part of people’s routines, not just their weekend plans. She describes the brands as “exclusive but don’t exclude,” a positioning line that speaks to premium experience without shutting out the wider market.

A playbook African brands can study

Founded in Johannesburg in 2005, Tashas Group has grown into a multi concept hospitality portfolio operating across multiple markets, with the group’s own story emphasising obsessive quality, stunning environments, and engaging service.

For African entrepreneurs, this expansion is not just about restaurants. It is about strategy: partner with platforms that already control footfall, design for repeat behaviour, and scale with operational discipline. In the Middle East, where communities are being built at speed, the winners will be brands that can deliver consistency, culture, and experience across locations without losing soul.