Natasha Sideris is a trailblazer. As one of the most recognised figures in the F&B industry in the UAE, she’s built some of the most beloved brands in the space in recent years.
This drive and her ability to succeed in a male-dominated space is something Natasha has never even given a second thought; “People always ask me if it has been challenging as a woman in this industry,” she explains. “I guess I don’t think of it that way. It is a challenging business no matter who you are.”
It was only natural for her to build a career in the F&B industry, with a father who was an esteemed chef in South Africa, where she is from, and a mother who loved to cook at home. However, having studied psychology at university she had intended to follow a different career path, but “but the energy of being in the hospitality business got under my skin and I just couldn’t leave it”, she says.
Under the umbrella of Tashas Group, the prolific restauranteur now has over 24 locations across South Africa and the UAE. In particular, since the group’s integration into the UAE market in 2014, Tashas Group has expanded exponentially with the creation of two new fine-dining conceptions – Flamingo Room by tashas and Avli by tashas. The opening of DIFC hotspot Avli also marked the restauranter’s foray into a new venture. Enter Galaxy Bar. “After a few lengthy discussions about having a private dining space within the restaurant, it became evident that it would be a missed opportunity not to do something utterly magical,” she explains. “Have you ever had the privilege to stare at the Aegean Sea at night-time; the shimmering stars, the smell, the absolute quietness? It is pure magic. We wanted to encapsulate some of these feelings and bring them to DIFC.”
With a wealth of knowledge in the food industry, the Tashas Group founder has an incredible story to tell. Emirates Woman sat down with the restauranteur to learn all about her career history, how she became one of the leaders in the region’s F&B space, who her icons are in life and more.
Can you talk us through your career history?
I grew up in Johannesburg, South Africa. My father, Harry Sideris, was a great chef and a successful restauranteur. I literally grew up in this business, spending hours by my father’s side learning the tricks of the trade from a very young age.
Before, during and after my time at university, where I studied psychology, I worked in restaurants. My intention was always to pursue another career but the energy of being in the hospitality business got under my skin and I just couldn’t leave it.
Where does your love for food and cooking come from?
My love of cooking comes from my family. While my father wasn’t a trained chef, his gift for combining flavours came naturally. His passion for food was matched only by his passion for people and he got a thrill, as I do, from feeding them. Maybe it’s a Greek thing, but his conversations usually began with, “Have you eaten?” Regardless of the answer, you could be sure you’d be eating again soon. The most important value I learned from my parents is that good food is about so much more than just flavour. It’s really about how it makes us feel. Both my father the chef, and my mother the home cook, made wonderful food but each had their own approach. From my father, I learned the importance of sharing food with loved ones. From my mother, the importance of caring about where you eat as much as what you eat. My love of cooking also comes from my heritage. It has given me a love of good ingredients and beautiful food. But my love of travel has given me an immense appreciation of different cultures and the way people eat.
What do you love about what you do?
There are so many things that I love about what I do. Being a restaurateur is like being the conductor of an orchestra, I am involved in so many aspects of the business. I love designing spaces with Neydine Bak from Verhaal Studio, who I have worked with for many years, to create our restaurants. We have recently created an entirely new concept in South Africa called Le Parc by tashas that we would like to expand internationally. If I wasn’t a restaurateur, I would have loved to have been an interior designer. I love collaborating with the many artisans that we have commissioned to create extraordinary furniture and installations. I love working with our food team, headed up by our Executive Chef, Jill Okkers, in developing and constantly innovating what we offer at tashas as well as our fine dining restaurants. But most of all, I love being on the restaurant floor serving our customers and working closely with the team. It is here where my role as the conductor feels most fulfilling.
What eventually brought you to Dubai?
There are a few reasons why we decided to come to the UAE. I was approached by a great partner, the time difference between South Africa, where we started, and the UAE is minimal and, when we started the business here and I was still based in South Africa, it was easy to get here. But most of all because I love the UAE and I now call Dubai my home.
You’re one of the leading females in the F&B industry in Dubai. Throughout your career have you found you’ve had to break down a lot of barriers in this industry?
In starting and growing any new business there are always challenges, but I don’t know if I would call them barriers. Finding the funding to grow was certainly challenging in the early days. Banks wanted a proof of concept and they wanted to see that the numbers worked, but I didn’t have this and had to find alternative avenues to raise the money. Finding a partner that was aligned to my vision was critical. I also learnt that, until you live in a country you cannot fully understand, its beauty as well as the opportunity it holds.
The most challenging part of our move to the UAE was building up a team of local service providers that truly understood our needs. There are so many brands in Dubai, each with their own demands. To find the right project managers, builders, and shopfitters who really understood what I wanted was hard work in the beginning. We are now at a point where our appointed contractors can get the brief for a new restaurant and just run with it, without me having to micro-manage every detail
People always ask me if it has been challenging as a woman in this industry. I guess I don’t think of it that way. It is a challenging business no matter who you are. My passion lies in creating beautiful spaces and serving beautiful food in the most engaging way. I had to learn the business side of the industry along the way.
You have so many ventures here in the region – can you talk us through them all?
We have five concepts here in the region: tashas, Avli by tashas, Galaxy Bar, Flamingo Room by tashas and Collective by Charles Greig.
With beautiful food, stunning environments and engaging personal service, each tashas location is inspired by a place or a time which is reflected in both the menus and the design of each individual store. tashas, a casual concept, began in South Africa where we currently have 15 locations. We have five in this region with a new one opening in October.
Avli by tashas, a fine-dining concept in DIFC, is inspired by my Greek heritage and passion for combining tastes, beautiful environments and impeccable service. It is reminiscent of modern Athenian culture and the open-air courtyards of the Mediterranean.
Galaxy Bar is located next to Avli. Bathed in the deep blue of the night sky, it is a cool, intimate and vibrant lounge bar. It is the perfect space for an after-work drink, as well as a place to socialize well into the evening until late at night. We are honoured to have been named as number 67 in The World’s Best Bars.
Flamingo Room by tashas is the ultimate expression of my South African roots. Located in Jumeirah Al Naseem, it displays the rich tapestry and soul that Africa has. Not through the cliché of drums and ethnic motifs, but by showcasing its glamour and amazing flora and fauna. It is the epitome of old school dining with a contemporary twist.
Collective by Charles Greig is situated within Flamingo Room by tashas. This extraordinary retail store offers African style, defying all that is cliché and celebrates a continent that is glamourous, sensual, multi-talented and at the cutting edge of global design.
You opened Galaxy Bar a couple of years ago. What was the inspiration behind launching such a different project?
Galaxy Bar was a concept that slowly developed roots during the organic design process of Avli. After a few lengthy discussions about having a private dining space within the restaurant, it became evident that it would be a missed opportunity not to do something utterly magical. My love for Greece, my inherent love of travelling and the notion of having an intimate space stripped from everyday noise were the key drivers in designing the Galaxy Bar.
Have you ever had the privilege to stare at the Aegean Sea at night-time; the shimmering stars, the smell, the absolute quietness? It is pure magic. We wanted to encapsulate some of these feelings and bring them to DIFC.
How does the food and beverage industry here differ from other places around the world?
The food and beverage industry here is incredibly competitive – like nowhere else that I have seen in the world. Competition is fierce and you need to ensure that your team believes in the relentless pursuit of excellence as consumers are spoilt for choice.
What are the hurdles you’ve experienced during your career?
Raising money in the early days, finding the right partners, suppliers and team members, and having to learn the administrative aspects of running a business.
On the opposite end of the spectrum, what have been the key milestones?
Expanding our business into the UAE was a major milestone. It helped me realise that what we had created in South Africa could have an international audience. As well, being recognised in the region by receiving many awards has been an incredible honour.
Last August, I finalized the buyback of my company from Famous Brands, a JSE listed company. We had been partners for 12 years. It was an extremely beneficial partnership that enabled me to expand my business acumen significantly. Once I felt that my team and I had gleaned as much as we could from the partnership, we opened the discussion to buy my birthright back. It is my name after all! This was a major milestone.
Every time I see a team member’s life change for the better as a result of being a part of our family, it always marks a milestone for me.
What’s next for Tashas Group?
We will be announcing the opening of a Flamingo Room in Saudi very soon. While it is similar to the one in Dubai, it will be on three floors including Collective, an African Lounge and a Star Gazing Garden on the roof.
Le Parc by tashas is a concept that we would like to open in the region, and we will be opening a new tashas in Mirdif in October. We will also be opening a new concept in Al Serkal in the next six to eight months with a revolutionary quick-service concept.
We are also looking to grow the Collective by Charles Greig retail concept in a significant way and are looking to expand all of our brands into the UK in the future.
This is ‘The Icon Issue’ – who are the icons in your life?
I have so many icons as I have so many fields of interest. I see an icon as someone that has moulded or shaped their sphere or industry. Here are a few that come to mind.
Nelson Mandela – as a humanitarian and a symbol of change and peace for South Africa. He changed the perception of politics and what world leaders could and can achieve
Frank Lloyd Wright – as an architect and design icon. Eight of his buildings are UNESCO world heritage buildings. He had an extraordinary way of combining nature and architecture.
Anthony Bourdain – as a food icon. His adventures of travelling and writing books gave people a behind the scenes view into the restaurant world. He changed the course of food writing and television.
September’s – ‘The Icon Issue’ – Download Now
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