Today we’d like to introduce you to Justin Anthony.
Justin, please share your story with us. How did you get to where you are today?
I was born and raised in Johannesburg, South Africa, and moved to the U.S. in 1996 to pursue a professional soccer career after playing in London. Following a career-ending knee injury, I unfortunately had to give up on my current dream and found myself pursuing a newfound passion, one I am grateful for today – the restaurant and hospitality industry. When I was in London, I was homesick and always went to a South African restaurant to get my fix, so once I came to America I knew what I wanted to do.
Fast forward a few years, and I opened 10 Degrees South, the first South African restaurant in the United States, in 1998 alongside my parents – Derek and Diane. We’ve been in Atlanta ever since, introducing the city to all that South African cuisine and culture has to offer. Over the years, I’ve closely followed along with and been involved in the Atlanta restaurant scene, a huge fan of the booming industry, and knew I wanted to further infiltrate Atlanta with the culture that is so near and dear to me – the culture so many locals and travelers to Atlanta are not familiar with. Within the last few years, I opened up a few other South African restaurants, these being a bit more influenced by other cuisines, as well – first, Yebo at Phipps Plaza, which later closed and reopened as Yebo Beach Haus in April 2016, a Buckhead spot fusing South African and American fare into one, focusing on a shared dining experience. We also opened Cape Dutch, a modern South African steakhouse, in late 2015, complemented by Biltong Bar, a South African street-food concept, in early 2016 inside Ponce City Market. In addition, I own a wine label called King of Clubs, out of Napa Valley alongside Robert Mondavid, Jr. and Chris King. It’s a very luxury, small production wine, sold at incredibly high end restaurants. Needless to say, there has not been a dull moment in the past three years!
Has it been a smooth road?
Definitely not always a smooth road! We actually opened one restaurant right before the economy crashed, and with all it entailed, we ended up deciding to shut its doors with the struggles the public and ourselves were facing. It was a tough decision, but when one door closes, another opens. We certainly learned from this experience. I’m also a huge perfectionist – I want the best for my customers and my staff – but of course, it’s a struggle to make everything as perfect as it can be! It’s impossible, but I like to challenge myself and create new experiences for every customer.
So, as you know, we’re impressed with True Story Brands – 10 Degrees South, Cape Dutch, Yebo Beach Haus, Biltong Bar – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
I own four South African-influenced restaurants in Atlanta, and create a cultural exploration experience within each and every one. They all are similar in inspiration, yet very unique at the same time. I’m very passionate about what I do and am very active across Atlanta, especially in the restaurant industry, attending fundraising events, acquainting myself with owners, chefs and menus. In a restaurant scene flourishing as much as Atlanta’s is, True Story Brands sets itself apart as a South African restaurant group – an experience no other Atlanta restaurant provides.
We are incredibly unique and really work to expose and appreciate the amazing things South African culture has to offer. We celebrate the braai experience – the gathering of friends and family to enjoy amazing food and incredible cocktails and wine. 10 Degrees South is truly an authentic South African experience; Cape Dutch is a modern grill and steakhouse; Yebo Beach Haus boasts South African-American fusion and Biltong Bar is your go-to for South African street food.
New restaurants open every day, and the choices in this city are amazing, but I’m grateful and proud to have this identity. Those who dine at our restaurants, or even just come by for a drink, leave with an appreciation for and understanding of something new.
Let’s touch on your thoughts about our city – what do you like the most and least?
What’s not to like about Atlanta?!?! It’s multicultural with amazing restaurants and people. The airport makes it easy to access many cities around the world, and we have wonderful weather with 4 seasons… sometimes in one day. The only thing I don’t like, is getting stuck in traffic if I’m trying to get to one of my restaurants across town… but that’s the price you pay when you live in a cool city that everyone wants to live in.
Contact Info:
- Website: www.truestorybrands.com
- Instagram: @justinanthony10 — 10degreessouthatl, @biltongbar, @yeboskihaus/@yebobeachhaus, @capedutchatl
- Facebook: 10degreessouth, biltongbarATL, yebobeachhaus, capedutchrestaurant
Image Credit:
Heidi Geldhauser
