Tashas Group has embarked on an ambitious journey by forming a AED100 million ($27 million) joint venture with renowned UAE developer Arada, aiming to redefine suburban dining experiences in the UAE. This strategic partnership focuses on expanding the premium dining scene beyond urban centers like Dubai and Abu Dhabi. With plans to open at least ten new restaurants in the next two years, Tashas Group is betting on the increasing demand for diverse dining options in suburban areas.
The exclusive partnership, detailed to Arabian Business, will introduce Tashas Group’s signature café concepts, including the upcoming Café Sofi, to several regions such as Sharjah, Al Ain, Ras Al Khaimah, and Nad Al Sheba. The first of these establishments will launch in December, marking the debut of Tashas in Arada’s Aljada community, a development poised to attract discerning diners.
This joint venture reflects significant changes in consumer demographics and preferences across the UAE. Factors including population growth, the introduction of the Golden Visa programme, and the emergence of master-planned communities are encouraging residents in secondary cities to indulge in lifestyle spending, positioning these suburbs as vibrant dining destinations.
“Tashas cafés are community-driven, all-day dining concepts catering to a broad demographic,” stated Natasha Sideris, founder and CEO of Tashas Group. She emphasized that the group’s strategic locations in residential areas set them apart from the high-end restaurant clusters in urban centers. Notably, the Abu Dhabi site has emerged as the group’s best performer, consistently attracting high foot traffic throughout the day. “We believe these new markets are well-positioned to embrace our brands that are exclusive but don’t exclude,” she added.
For Arada, the newly established venture reinforces its vision of integrating food and beverage options within its lifestyle-focused developments. A company representative shared that Aljada’s East Boulevard already boasts nearly 100 venues 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 remarked.
Aljada stands as Sharjah’s largest mixed-use project, expanding across an impressive 24 million square feet, further bolstering its status as a leading hub for lifestyle and dining experiences.
Alcohol-free profitability
A key distinguishing factor of this partnership is that all restaurants will operate in a non-alcoholic format, setting them apart from many high-end dining establishments in Dubai. “Our cafés provide an all-day menu and experience, which lends itself to more seatings and covers than alcohol-serving restaurants where people linger,” Sideris noted. She added that this model has proven successful in their best-performing locations throughout the Middle East.
“We achieve remarkable margins without alcohol, and our best-performing locations, such as Tashas in Abu Dhabi and Jumeirah, operate alcohol-free. However, expanding this model beyond the region may not be feasible,” she explained. This approach aligns with a broader trend in the Gulf region, where wellness and family-oriented spaces are becoming increasingly integral to community planning. It allows Tashas Group to appeal to a wide range of consumers, including women, families, and international residents who prefer alcohol-free dining environments.
The joint venture will also introduce Café Sofi to the UAE, following its anticipated debut in South Africa later this year. Inspired by Sideris’s mother, Sophia, this restaurant concept aims to deliver a personal culinary experience, featuring classic salads, desserts, and nostalgic dishes with a modern twist. The UAE launch is set for 2026.
Expansion economics
With a joint venture investment of AED100 million, Sideris acknowledges that returns will vary between brands and locations. “That’s a difficult question as it depends on the brand and size of the location. The targeted payback will also depend on multiple factors,” she stated when discussing investment specifics and potential payback periods.
Drawing from their experience in Abu Dhabi, where Tashas has emerged as a top performer, they express confidence in markets such as Sharjah, Al Ain, and Ras Al Khaimah. These areas, once overlooked for premium dining, are now experiencing a rising demand as developers position their projects as standalone destinations.
According to Mordor Intelligence, the UAE’s food and beverage market is projected to expand by 18 percent per annum between 2025 and 2030, reaching approximately AED194 billion.
Arada’s hospitality division already collaborates with various brands including Boost Juice, Hungry Wolves, and Em Sherif. The alliance with Tashas Group, which boasts nearly 40 international restaurant locations, adds a premium, design-driven café option to its offerings. “With this joint venture, we’re not just expanding our portfolio; we’re reaffirming our commitment to cultivating well-rounded communities that foster connection,” said Ahmed Alkhoshaibi, Arada’s group CEO.
The first restaurant under this exciting new venture, Tashas Aljada, is set to open its doors in December 2025, marking the start of a transformative dining initiative in the UAE suburbs.