Arada and Tashas Forge AED 100 Million Venture for Lifestyle-Led F\&B Expansion

Arada’s hospitality and entertainment division has sealed a AED 100 million joint venture with Tashas Group, aiming to roll out at least ten restaurant venues across the Gulf Cooperation Council over the next two years. The partnership will introduce two signature concepts—tashas, a premium café brand, and the soon-to‑launch Cafe Sofi—with five sites already lined up and all slated to operate without alcohol.

At the forefront, tashas Aljada in Sharjah is set to debut in December 2025. Following that, tashas outlets will open in Al Ain, Nad Al Sheba, Ras Al Khaimah, and the first Cafe Sofi later in 2026.

The venture reflects a broader shift within the UAE’s food and hospitality sector, as demand grows for curated culinary experiences in suburban lifestyle developments rather than solely in traditional urban centres. Analysts note that developers like Arada are integrating wellness, culture, and dining into residential neighbourhoods—transforming them into full-fledged destinations in their own right.

Arada’s Group CEO, Ahmed Alkhoshaibi, explained that the partnership underscores the group's ambition to “create vibrant, community‑centric destinations where great design, wellness, and hospitality intersect,” adding that F\&B is integral to its lifestyle offering. Natasha Sideris, founder and CEO of Tashas Group, described the alignment as a shared commitment to delivering thoughtfully designed dining experiences in new regional markets.

The rollout also marks Cafe Sofi’s entry into the UAE, following its debut in South Africa in September 2025. Inspired by Natasha Sideris’s mother, Sophia, the concept promises a menu blending nostalgic simplicity with modern refinement—salads, cakes and other dishes rendered with timeless elegance and contemporary sensibility.

Tashas Group brings extensive experience to the table, having grown from a single café in South Africa to nearly 40 international locations. The group highlights high margins on its alcohol‑free model, citing strong performance in areas like Abu Dhabi and Jumeirah as evidence that the concept thrives even without alcoholic offerings.

The financial outlook for the UAE’s food and beverage sector supports this strategy. Forecasts from Mordor Intelligence anticipate an annual growth rate of 18 per cent between 2025 and 2030, projected to reach AED 194 billion by 2030.

This joint venture builds on Arada’s expanding non‑residential portfolio. Earlier initiatives include the launch of the Nest Hotel—its first homegrown midscale hospitality brand at Aljada—complementing existing hospitality ventures with partners such as Boost Juice, Hungry Wolves, The Reformatory Lab, and Em Sherif.