From a single café in Johannesburg to iconic outposts in London and Dubai, the Tashas Group founder reflects on her journey of resilience and risk-taking, and how she redefined dining while staying true to her roots.
YLA: Did you face any doubts or people who didn’t believe in you when you launched your first tashas location in Sandton?
Natasha: Absolutely. When I first opened tashas, I wanted to get a loan from the bank. But I didn’t have a proof of concept, so they turned me down. I had to turn to a loan shark to get the money that we needed to grow. It wasn’t a comfortable thing to do but I was ambitious and, at that stage, there weren’t any other viable alternatives. I worked day and night to pay off the loan and it was worth it.
YLA: What do you think made that first tashas concept so popular and unique back then? Has that magic at all changed throughout the years?
Natasha: When we originally opened in Atholl Square in Johannesburg, I wanted to create a place where people felt like they were coming into my home – where they could eat beautiful food made on order, in a stunning space with incredible service. We knew our customers by name and we created a wonderful sense of community. And, even though, we now have 22 locations, I don’t think any of this has changed. This philosophy of beautiful food, stunning environments and engaging personal service also extends to our many concepts including Bungalo34, Avli by tashas, Flamingo Room by tashas, Galaxy Bar and others. I think the other thing that rings true in everything we do is authenticity and I never want to lose this, even as we grow.
YLA: Do you get a sense of nostalgia whenever you return to those original tashas Joburg North locations?
Natasha: tashas at Atholl Square was our first store that opened, and I’ve always been incredibly proud of it – in fact, I cried when we closed. I loved to stand on the balcony above the store and watch the hustle and bustle below. Even though Atholl Square no longer exists, I’m incredibly proud of what we have achieved in the years since then.
YLA: What are the biggest differences between fine dining in South Africa and abroad?
Natasha: I feel that South Africa hasn’t traditionally had a very big fine dining scene. I prefer to call it ‘elevated dining’ as I feel the days of fine dining as we knew it in the old days are pretty much over but there are still a few places in the world that offer proper silver service fine dining. There isn’t a lot of competition in the elevated dining space in South Africa. But those that are in South Africa, like Tang and Marble, are certainly on par with Dubai and able to compete.
YLA: You launched your first UK venture at London’s Battersea Station. What has your British journey been like?
Natasha: The UK has such an unbelievable and vibrant food scene and culture of dining out. As a restaurateur, it has always been a dream to open there. Battersea is a beautiful precinct and less competitive than the rest of London. It’s been amazing to see so many South Africans – whether on holiday or have emigrated – come through our doors. They always say that coming to tashas Battersea is like coming home. A customer once said to me, “Like brothers and sisters, you can tell that each one came from the same parents”. While every tashas is different, there is a golden thread that runs through every location.
YLA: Nicky van der Walt has followed in your footsteps by launching Tang in Dubai. Did he come to you for any advice?
Natasha: Nicky and I have been great friends since we were very young. I didn’t need to give him any advice as he is a proper restaurateur and has been for many years. I went to Tang the other night. He’s done an unbelievable job. It’s got the most incredible views of the Burj over the water. I am always here for Nicky if he needs me.
YLA: You’re now based in Dubai. What do you miss most about South Africa while away?
Natasha: Even though Dubai is now my home, South Africa will always hold my heart. There is a spirit and magic to the country that can’t be duplicated. I also miss my family and friends. South Africa is where we started and will always be an important part of our business. And with another five locations scheduled to open this year, I will be spending a bit more time there.
YLA: You’ve got a wide variety of dining concepts under your belt already, but if you have to choose – which three are most special to you?
Natasha: That’s a really tough question. Every single one of the concepts is curated in-house by me alongside our design team, culinary director, beverage director, and the rest of the operations team. Every time we create a new brand, it goes to the top of my favourites so, as NALA is our latest baby to be born, it is number one at the moment. tashas as the founding brand will always be in the top three. And then Avli, not because of my Greek heritage, but because people didn’t believe it was going to work because the site was jinxed.
YLA: What’s been the most rewarding part of your culinary journey these past few years?
Natasha: I find it amazing we have team members that have been with us since we started tashas over 20 years ago. For example, Precious Dube has been with me for over 20 years – she started as a waitress at Nino’s Bedfordview before we turned it into a tashas. She was promoted to manager and is now the general manager at tashas Galleria Mall in Dubai, which was the first tashas to open internationally. She’s been in Dubai for over 10 years now. Precious is just one example. We have many of our South African team members who have moved to the UAE and the UK. It fills my heart to see these people thrive and grow within the Group.
YLA: Finally, what do you know now that you wish you knew when you first started?
Natasha: I would trust my gut more. If I had gone to business school, I probably wouldn’t have gone to a loan shark to get money, and I might have been too afraid to try and expand into Dubai or London. Of course, some books give great advice and the fundamentals of business are great to have, but listening to your own gut is equally important. As is having an appetite for risk.
