The Tashas Group is expanding its operations in the United Arab Emirates via a AED100 million (R480 million) joint venture with developer Arada.
The group plans to open at least 10 new restaurants across the Gulf over the next two years.
As reported by Arabian Business, the deal suggests that demand for premium dining is moving beyond the malls and downtown districts of Dubai and Abu Dhabi into suburban areas across the oil-rich nation.
The deal will see Tashas open its flagship Tashas café concept and the soon-to-launch Café Sofi across Sharjah, Al Ain, Ras Al Khaimah and Nad Al Sheba.
The first outlets are set to open from December, including a Tashas at Arada’s Aljada community, a mixed-use development in Sharjah.
The deal tries to capture the shifting demographics and tastes across the UAE, where population growth and the Golden Visa programme increase spending in secondary cities.
“Tashas cafés are community-driven, all-day dining concepts catering to a broad demographic,” said Natasha Sideris, founder and CEO of the Tashas Group.
“In Dubai and Abu Dhabi, we are strategically located in residential areas, away from the high-end restaurant clusters.”
“Our Abu Dhabi location is the Group’s top performer, consistently drawing strong footfall throughout the day.”
The group tries to keep its South African roots when hiring staff. BusinessTech previously reported that 50% of tashas staff in Dubai are initially from South Africa.
With locations across South Africa, the UK, the UAE and Saudi Arabia, the group sends many staff members to international locations.
In the UAE, staff members are given hotel accommodation upon arrival, giving them time to find a place, as well as a starter package with a local SUM card and other necessities.
When staff are sent to the UK, the group also helps employees to pass their English exam, which the UK government requires before applying for visas.
The company gave after-hours English lessons and extra training to ensure team members passed.
Considering the colder weather in the UK, the team also provides warm clothes, as many South African team members have never experienced cold weather.
With its abundant oil wealth and relatively small local population, the UAE has attracted millions of foreigners to grow and diversify its economy.
Foreigners comprise around 90% of the nation’s population, with many South Africans recruited at relatively high wages given their skill level and ability to speak English.
For instance, airline giant Emirates is looking to recruit South African workers for its over 200 IT roles in Dubai.
Software engineering, DevOps, hybrid cloud, agile delivery, technical product management, digital workplace, cybersecurity, IT architecture, innovation, and service management roles are available.
The airline is hosting in-person sessions in Johannesburg and Cape Town this month to sell the UAE lifestyle to South African workers.
The “brain drain” is still alive and well in Western nations, with Canada, Germany, the UK and Ireland looking for South Africans to fill their skills deficits.
Rob Mailich, Global CEO of REDi Holbourne Recruitment Group in the UK, said that global demand for skilled South Africans is growing. This is especially true for healthcare, education, engineering, and IT.
Source: Business Tech Online
