Tashas: Franchising the Boutique Café Experience

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CASE STUDY. At the beginning of 2009, Natasha Sideris, owner and founder of Tashas – a hugely popular gourmet café in Atholl Square, Sandton – was on the verge of a massive expansion: to open 25 franchises at upmarket centres around the country.

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Tashas: Franchising the Boutique Café Experience: Abstract

Tashas: Franchising the Boutique Café Experience is a case study by Sean Temlette and Peta Krost Maunder.

At the beginning of 2009, Natasha Sideris, owner and founder of Tashas – a hugely popular gourmet café in Atholl Square, Sandton – was on the verge of a massive expansion: to open 25 franchises at upmarket centres around the country. On any given day, the cheapest cars outside Tashas in Sandton were in the quarter of a million rand mark. Their owners had no problem queuing to have a meal or a coffee at the constantly-packed café. Inside, Sideris was calling the shots, telling her waiting staff off if they were not complying with her strict service rules. Her managers were pacing, making sure everything was as expected. The customers were just enjoying the food and ambience. Tashas was so successful because it offered a unique combination of delicious food and classy ambience. Sideris was excited, but there was that niggling doubt: could she maintain the magic of the hugely popular restaurant while franchising it?

See the case “Tashas Franchising: Will Service Stand in the Way of Success?”

Teaching objectives

This case is intended to help students to discuss and understand strategies and principles for growing an entrepreneurial business, and particularly to consider the advantages and disadvantages of franchising.

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