Famous Brand’s tasha’s has made the big leap onto the international stage by opening up in Dubai. Founded in 2005 by Natasha Sideris as a stand-alone, premium restaurant in Sandton, a 51% controlling stake was acquired by Famous Brands in 2008. Since then, the brand has grown to 11 restaurants around South Africa and has enjoyed 20% year-on-year growth.
Doors open in Dubai
“This brand has consistently proved that consumers with money to spend, continue to do so,” says Kevin Hedderwick, CEO of Famous Brands. Based on this positive growth, the group believes tashas will also succeed in other affluent markets, like Dubai.
The maiden international store opened in Dubai in August this year, and is the brand’s stepping stone for global expansion.
“This project has taken two years to reach fruition. We’ve had to analyse and select bespoke malls in semi-suburban locations close to cities with a good balance of residential and business usage. As part of the set-up process, we faced challenges such as learning the local laws, training staff, sourcing the right produce and transporting the restaurant interior from South Africa,” says tasha’s founder, Natasha Sideris.
“We selected Dubai as the launch pad for our international expansion because of its close geographical proximity to South Africa and the fact that we share a similar culture in terms of perceiving malls as entertainment destinations. In addition, the high number of expatriates in Dubai makes this market an attractive one for our brand,” she explains.
In keeping with tashas’ franchise format the restaurant will be co-owned and managed by a local franchisee, Dubai-born Mubarak Binfahad.