True Story Brands is an Atlanta-based South African hospitality group founded by Justin Anthony, who relocated from South Africa to the United States at age 23 following a knee injury that ended his professional soccer career. Anthony established the group’s Atlanta presence in 1998 with 10 Degrees South, described on the site as the first South African restaurant of its kind in the United States.
The current portfolio under True Story Brands includes four concepts: 10 Degrees South, Lions Head Private Members Club, Yebo Beach Haus, and The Cape Restaurant & Beach Bar. Each property combines what the company describes as elevated South African cuisine with immersive experiential dining environments. Justin Anthony collaborates with his wife, Kelly Wolf Anthony, a world-renowned interior designer, to develop the aesthetic and spatial design of each venue. The stated approach blends visual design with hospitality, aiming to create spaces that are both distinctive in appearance and welcoming in atmosphere.
The group’s positioning centers on values of innovation, authenticity, and world-class hospitality, drawing on South African culinary traditions and blending them with global influences. The company’s stated mission is to bring South African food culture to American diners in a way that goes beyond standard restaurant formats, emphasizing ambiance and service experience as equal components alongside the food.
Atlanta remains the company’s home market, with all established venues operating there. Expansion is planned to Ponte Vedra, Florida, where Yebo Beach Haus and Lions Head Private Members Club are described as opening soon. True Story Brands maintains social media accounts on Facebook, Twitter, and Instagram under the handle @truestorybrands and accepts inquiries through the website’s contact form.