Tashas Group is making significant waves in the suburban UAE dining scene with a groundbreaking AED100 million ($27 million) joint venture alongside UAE developer Arada. This partnership is set to introduce at least 10 new restaurants across the Gulf region over the next two years, highlighting a strategic shift towards premium dining options beyond the traditional malls and urban centers of Dubai and Abu Dhabi. By capitalizing on evolving consumer preferences, Tashas Group aims to meet the growing demand for high-quality dining experiences in suburban locales.
The collaboration, shared exclusively with Arabian Business, will bring Tashas Group’s flagship café and the soon-to-launch Café Sofi to various locations, including Sharjah, Al Ain, Ras Al Khaimah, and Nad Al Sheba. The first outlets are expected to open in December, starting with a Tashas restaurant at Arada’s Aljada community in Sharjah.
This venture reflects a broader transformation in demographic trends and consumer tastes within the UAE. With factors like rapid population growth, the Golden Visa program, and an emphasis on master-planned communities, there is an increasing focus on lifestyle spending outside of major urban areas.
“Tashas cafés are community-driven, all-day dining concepts catering to a broad demographic,” noted Natasha Sideris, founder and CEO of Tashas Group. “In Dubai and Abu Dhabi, we are strategically located in residential areas, away from high-end restaurant clusters. Our Abu Dhabi location is the Group’s top performer, consistently drawing strong foot traffic throughout the day. We believe these new markets are well-positioned to embrace our brands that are exclusive but don’t exclude.”
For Arada, this joint venture underscores its commitment to integrating food and beverage options into its lifestyle-oriented developments. A spokesperson for Arada emphasized that Aljada’s East Boulevard already houses nearly 100 outlets and welcomed eight million visitors last year. “There is clearly significant interest in carefully curated lifestyle attractions with the right mix of F&B offerings,” the spokesperson added.
Aljada itself stands as Sharjah’s largest mixed-use project, encompassing 24 million square feet.
Alcohol-Free Profitability
In a distinctive approach, all venues emerging from the Arada-Tashas partnership will operate without serving alcohol, a contrast to many upscale dining establishments in Dubai.
“Our cafés focus on providing an all-day menu and experience, which allows for more seating and higher turnover compared to alcohol-serving restaurants where patrons tend to linger,” Sideris explained. “We achieve impressive margins without the presence of alcohol, and some of our best-performing locations, such as Tashas in Abu Dhabi and Tashas in Jumeirah, are alcohol-free. However, this model may not be easily exportable beyond our region.”
This strategy taps into a growing trend across the Gulf, where many communities emphasize wellness and family-friendly spaces. Tashas Group is thus well-positioned to attract a diverse clientele, including women, families, and international residents who prefer alcohol-free environments.
Café Sofi Debut
The venture also heralds the introduction of Café Sofi, a new concept from Tashas Group, after its anticipated debut in South Africa later this year. Inspired by Sideris’s mother, Sophia, this brand aims to deliver a “deeply personal” culinary experience, featuring a menu that blends classic salads, desserts, and nostalgic dishes with contemporary flair. The Café Sofi launch in the UAE is expected around 2026.
Expansion Economics
While the joint venture comes with a financial investment of AED100 million, Sideris indicated that returns will differ based on the brands and locations involved.
“That’s a complex matter as it depends on both the brand and the size of the venue. The targeted payback will be influenced by several factors,” she noted when questioned about site-specific investments and payback timelines.
Tashas Group’s experience in Abu Dhabi, where it has achieved remarkable success, instills confidence for similar outcomes in Sharjah, Al Ain, and Ras Al Khaimah. Traditionally underestimated for premium dining, these markets are now witnessing growing demand as developers work to carve out attractive destinations.
According to Mordor Intelligence, the UAE’s food and beverage market is projected to grow by 18 percent annually between 2025 and 2030, reaching AED194 billion.
Arada’s hospitality division already collaborates with various brands, including Boost Juice and Em Sherif. The addition of Tashas Group, which operates nearly 40 restaurants globally, enhances its portfolio with a design-driven, premium café concept.
“With this joint venture, we’re not just expanding our portfolio; we’re reinforcing our commitment to developing vibrant communities that unite people,” said Ahmed Alkhoshaibi, Arada’s group CEO.
The inaugural opening under this new collaboration, Tashas Aljada, is slated for December 2025.