SHE FACTOR: This restaurateur has a recipe for success

Remember what made you successfulin the first place and stick to it, says Natasha Sideris, founder, creative director and managing director of tasha restaurants.

Natasha Sideris' career as a restaurateur began on her father's knee and then by his side. After completing her BA in Psychology at Wits University in Johannesburg, Natasha continued her career in the franchised restaurant business.

She soon realised there was a huge gap in the market for a simple, un-themed, day-time concept with world-class service. Thus, the first tashas was opened in 2005.

Now, 13 years later, there are 14 tashas in South Africa, with 2 international stores in Dubai.

"Tashas began in Johannesburg in 2005. At the time, I saw the opportunity to create an upmarket, boutique café with beautiful food, stunning environments and amazing hospitality. As the daughter of a restaurateur, these were the things that my father taught me were important in a restaurant - and I wanted to do it in a way that was influenced by the old school restaurants - but in a more casual atmosphere," explains Natasha, founder, creative director and managing director of tasha restaurants.

Often referred to as the "anti-franchise franchise", each tashas is a little bit different and a little bit the same. Each location is carefully chosen and customised based on the surrounding environment within which it is located.

Tashas Al Bateen in Abu Dhabi, the latest addition to the group, is considered the ?agship for the brand, demonstrating her creativity and international inspiration.

"I wanted to make sure that every restaurant was a little bit different than each other. In that way, tashas is an anti-franchise franchise. Each one is 75 per cent the same and 25 per cent different - with the interiors and the menu inspired by a time or a place that has influenced me. It's no easy task, but it has turned out to be one of the critical factors of our success," she continues.

She hopes her customers are always pleasantly surprised and satisfied.

"Flamingo Room by tashas, inspired by African glamour, in Dubai, takes the concept to an entirely new level by providing a chic yet slightly more formal experience," she says.

"Avli by tashas, our new restaurant that will open in the DIFC in December this year, is another licensed concept store. Inspired by the rustic courtyards of the Mediterranean, Avli by tashas, unlike the other, more formal restaurants in the heart of this business district, will offer a sophisticated, yet relaxed vibe," she claims.

Natasha believes that to be a restaurateur is more like being the conductor of an orchestra - where everything must come together to create an extraordinary experience.

"I see it as a game changer as we are breaking rules when it comes to building our brand. Instead of doing the same thing over and over, we are creating different concepts based on the core values of what tashas stands for and then extending the brand in different ways," she says.

Natasha started her business with a small team of staff by doing everything herself from the interior design to cooking and selecting the menu and training the staff.

"My brother, Savva, then joined me and we opened our second store. Over the past 13 years, our head office team has grown in South Africa, and we now have a team in the UAE to oversee all locations and ensure that the brand integrity is maintained in everything that we do. Now, there are about 1,200 people employed by our group, including the head office team as well as our teams in each location," she explains.

Natasha still remembers the time when she was struggling to get funding to start her business.

"If you can believe it, my first source of funding came from a loan shark. The banks wouldn't even take my calls and, as a last resort, I turned to a very unconventional source," she discloses.

"In 2008, we partnered with Famous Brands, a listed company on the Johannesburg Stock Exchange. At first, I was reluctant, but I knew that if I wanted to realise the vision that I had for the business, I needed the money as well as the back-end expertise that they were able to offer. It's worked out well," she continues.

Natasha says the environment in the UAE is extremely competitive. "The quality and quantity of what is available is extraordinary. It's an incredible place to do business. I was fortunate to find a great partner in the region and this has made our growth much easier," she says.

"There is [in the UAE] an influx of expats, so it is very easy to find excellent staff. The quality of the workmanship in shop fitting and building is second to none," she adds.

Other than her present ventures, Natasha would love to explore the designing sector to expand her business.

Based on her experiences, Natasha urges entrepreneurs to grow slowly and methodically when entering international markets. "Retail the essence of the brand and adapt as necessary. Don't let excitement cloud your judgment. Remember what made you successful in the first place and stick to it. Your people are your most important asset."

"To create an authentic brand and business, you need to consider each and every touch point," she concludes.

- riaz@khaleejtimes.com