EXCLUSIVE: Tashas Group Bets on Suburban UAE Dining in $27 Million Arada Joint Venture
In an exclusive development signaling a shift toward suburban expansion in the UAE’s booming hospitality sector, Tashas Group, the Dubai-based international hospitality powerhouse founded by South African restaurateur Natasha Sideris, has entered into a $27 million joint venture with Arada, a leading Sharjah-based real estate developer. The partnership, announced on September 3, 2025, aims to introduce multiple Tashas Group concepts to Arada’s master-planned communities, focusing on underserved suburban markets outside central Dubai and Abu Dhabi. This move underscores Tashas Group’s strategy to capitalize on the growing demand for premium casual dining in family-oriented, integrated residential areas, while Arada enhances its community offerings with world-class F&B amenities.
The Joint Venture Details
The $27 million investment will fund the development and launch of at least five new outlets across Arada’s flagship projects, including Aljada in Sharjah—the UAE’s largest mixed-use development spanning over 2.2 square kilometers—and Masaar, a nature-inspired community in Sharjah’s inland suburbs. The outlets will feature a mix of Tashas Group’s signature brands, such as the flagship tashas café, known for its fresh, boutique-style daytime dining; Flamingo Room by tashas, an elevated South African-inspired eatery; and Avli by tashas, a Michelin-recognized Greek-Mediterranean fine-dining concept. Additional concepts like the beachside Bungalo34 and the luxury quick-service Nala may also be adapted for suburban settings.
“This joint venture represents a strategic pivot for us toward suburban UAE dining, where families and residents seek high-quality, accessible experiences without the congestion of city centers,” said Natasha Sideris, Founder and CEO of Tashas Group. “Arada’s visionary communities provide the perfect canvas to bring our principles of beautiful food, stunning environments, and engaging service to a new audience. With $27 million committed, we’re not just opening restaurants—we’re creating lifestyle destinations that integrate seamlessly with daily living.”
Arada, a joint venture between Basma Group and KBW Investments launched in 2017, has rapidly emerged as a key player in the UAE’s luxury real estate market, with projects emphasizing sustainability, active living, and community integration. The developer, led by CEO Ahmed Alkhoshaibi, has been expanding its hospitality partnerships to elevate resident experiences. “We’re thrilled to partner with Tashas Group to bring their acclaimed concepts to our communities,” Alkhoshaibi stated. “This $27 million collaboration aligns with our goal of fostering vibrant, self-contained neighborhoods where dining is an extension of home life. Suburban Sharjah is ripe for premium F&B innovation, and Tashas’ expertise will set a new standard.”
The deal includes equity sharing, with Tashas Group holding a 60% stake in the operational entities and Arada providing prime retail spaces at preferential rates within its developments. Construction and fit-outs are slated to begin in Q4 2025, with the first outlets opening by mid-2026. The investment covers site preparation, interior design—hallmarks of Sideris’ hands-on approach—and initial operational setup, drawing on Tashas’ nearly two decades of experience in creating “anti-franchise” venues that prioritize authenticity over mass replication.
Strategic Shift to Suburban Markets
Tashas Group’s expansion into UAE suburbs comes at a time when urban dining saturation in Dubai—particularly in areas like DIFC and Jumeirah—has prompted a reevaluation of growth strategies. With over 17 locations already in the UAE, including recent openings in Bahrain and Saudi Arabia, the group has identified suburban Sharjah as a high-potential market. Arada’s projects, home to tens of thousands of residents, offer untapped footfall from families, expatriates, and young professionals seeking convenient, upscale options.
This bet on suburban dining aligns with broader UAE trends. According to a 2025 report by Knight Frank, suburban real estate in Sharjah has seen a 25% year-on-year increase in demand, driven by affordability and quality-of-life factors. Integrated communities like Aljada, with its Zaha Hadid-designed Madar leisure district, are positioning themselves as “15-minute cities” where residents can access dining, retail, and entertainment without long commutes. Tashas’ entry will complement Arada’s existing partnerships in hospitality, education, and healthcare, creating a holistic ecosystem.
Sideris, who started Tashas in Johannesburg in 2005 after working as a fishmonger and overcoming funding hurdles (including turning to loan sharks for her first venture), has built the group into a 40+ location empire across South Africa, UAE, KSA, Bahrain, and the UK. The company repurchased control from Famous Brands in 2019 and has since focused on international growth, including London’s Battersea Power Station outlet. However, challenges like rising operational costs in urban hubs have accelerated the suburban push. “Suburbs aren’t second-tier; they’re the future of sustainable living and dining,” Sideris added.
Implications for UAE Hospitality and Economy
The joint venture is poised to create over 300 jobs in the UAE, emphasizing skills transfer from South Africa and local hiring initiatives. Tashas Group, known for nurturing long-term staff (many with over a decade of service), will implement its collaborative training model, upskilling Emirati and expatriate talent. This aligns with UAE’s Vision 2031 goals for economic diversification and tourism growth, with the F&B sector contributing AED 75 billion annually.
For Arada, the partnership bolsters its reputation for innovative community building. Recent projects like Armani Beach Residences at Palm Jumeirah and Vida Residences Aljada demonstrate the developer’s focus on branded luxury, and integrating Tashas concepts will enhance property values by 10-15%, per industry estimates. It also positions Sharjah as a culinary rival to Dubai, attracting visitors via improved connectivity like the upcoming Etihad Rail.
Critics note potential challenges, such as adapting urban-centric concepts to suburban demographics and navigating supply chain logistics in less central areas. However, Tashas’ track record— including Galaxy Bar’s World’s 50 Best ranking and Avli’s Michelin feature—suggests strong adaptability. The group plans further suburban ventures, potentially in Ras Al Khaimah and Ajman, as part of a broader AED 100 million UAE expansion pipeline.
This exclusive deal marks a milestone for both companies, blending Tashas’ culinary innovation with Arada’s real estate prowess to redefine suburban dining in the UAE. As Sideris puts it, “We’re taking the heart of Africa and the soul of the Mediterranean to where people live, work, and play—right in their backyard.”
Sources: Tashas Group Official Website, Gulf Business, Zawya, LinkedIn Tashas Group Updates