The founder of tashas is answering guests’ biggest questions in a new monthly storytelling series that reveals the stories behind the food, the café designs and the people who built one of South Africa’s most-loved restaurant brands
More than 20 years after opening the first tashas café in Johannesburg, founder Natasha Sideris is inviting guests behind the brand with the launch of Just Ask Tash, a new monthly storytelling series that uncovers the stories behind the food, the spaces and the people that shaped the business.
The series gives diners and fans the chance to ask the questions they have always wanted answered. Each month, Sideris will respond to selected guest questions in short films shared across the brand’s Instagram and YouTube channels.
Built on the philosophy of beautiful food, thoughtfully designed spaces and personal service, tashas has become one of South Africa’s most recognisable café brands. Now, Just Ask Tash offers a closer look at the inspiration behind favourite dishes, distinctive interiors and the journey that began when the first café opened in 2005.
How Just Ask Tash Works
The concept is simple.
Guests dining at tashas cafés across South Africa will receive a question card alongside the condiments early in their meal. They can write down something they have always wanted to know before handing it back to their waiter.
Those who cannot visit a café can still participate by submitting questions through Instagram comments, direct messages or the weekly Just Ask Tash Stories.
Selected questions become part of the monthly video series, offering a personal glimpse into the brand’s history and creative process.
Every tashas Café Has Its Own Story
One of the biggest talking points in the series is the brand’s unique approach to its menus.
While every café serves the signature all-day classics, each location also features an Inspired Menu shaped by its neighbourhood, culture and local character.
“Every tashas shares the same classic all-day menu, and then each café builds a menu of its own, inspired by the place it lives in,” says Jill Okkers, Culinary Director for Tashas Group. “We always start with the place, not the plate.”
The drinks follow the same philosophy.
“The drinks are part of the same story, never an afterthought,” says Krystian Hordejuk, Beverage Director for Tashas Group. “Whenever a café has its own Inspired Menu, the drinks evolve alongside it, reflecting the same sense of place.”
Natasha Sideris Shares the Stories Behind the Brand
For Sideris, the series is about creating a space for conversations that have happened informally for years.
“For years our guests have asked me the most wonderful questions, and I’ve always wanted a proper way to answer them,” she says. “Just Ask Tash gives me the opportunity to sit down, share the stories behind what we do, and reveal some of the moments we’ve never spoken about before. I have a feeling the best stories are still to come.”
A New Chapter for a Growing Global Brand
The launch comes as Tashas Group continues expanding beyond South Africa into the United Arab Emirates, the United Kingdom and Saudi Arabia, with Greece next on the horizon.
Following the brand’s 20th anniversary celebrations in 2025, Just Ask Tash marks another milestone by bringing guests closer to the people and stories behind every café.
If you’ve ever wondered about the story behind tashas, now there’s finally a chance to ask.
