Justin AnthonyThere is no doubt that Atlantans are excited to welcome the 2026 FIFA World Cup to the city this summer. Restaurateurs are some of the most excited, given the potential revenue the event will generate for the hospitality industry here. But imagine being an Atlanta restaurateur who also happens to be a former professional soccer player AND a native of a country playing a group stage match at Mercedes-Benz Stadium! Meet someone who fits just that description: Justin Anthony, founder of True Story Brands.
Born and raised in South Africa, Justin Anthony has always been a passionate person—first as a rising soccer star and later as a visionary entrepreneur. After attending the University of South Africa and London Business School, he relocated to the United States at age 23, determined to pursue a career in professional soccer. However, a devastating knee injury forced him to step away from the sport he loved, setting him on an unexpected but equally dynamic path in the hospitality industry.
In 1998, Justin introduced Atlanta to South African cuisine by opening 10 Degrees South in Buckhead, the first restaurant of its kind in the United States. What began as a single restaurant soon evolved into a full-fledged hospitality group,
bringing the vibrant flavors, culture and energy of South Africa to Atlanta.
Today, his portfolio includes three concepts that each embody a fusion of South African cuisine and distinct immersive experiences. Buckhead’s Yebo Beach Haus, opened in 2012 and designed to represent a modern beach bungalow; The Cape Restaurant & Beach Bar at Alpharetta’s Avalon development, a coastal dining restaurant inspired by the cuisine and wines of Cape Town; and Lions Head Private Members Club, also in Buckhead, open in 2023, which was inspired by his travels to some of the world’s most exclusive private clubs.
To those who know him, Anthony’s world is a seamless blur of fine wine, vibrant conversation and relentless curiosity. He doesn’t just create spaces for people to gather; he inhabits them himself, living and breathing the experiences he offers. If Atlanta is looking for someone with something distinct to say about hospitality, life and the joy of human connection as we welcome the world to our city, Justin Anthony is just the person.
We had the chance to catch up with Anthony recently to find out more about just how excited he is for the 2026 FIFA World Cup.
Justin, tell us about your personal connection to soccer—or football as the rest of the world calls it! You used to be a professional athlete, didn’t you?
I have very strong personal connection with soccer, especially since I played professionally. I started playing at a very young age and was fortunate to sign a professional contract at the age of 19 for a team in South Africa called Jomo Cosmos. I was fortunate to play in South Africa, England, Sweden and the U.S., and soccer will always remain a passion for me.
Having the World Cup come to Atlanta, and especially having your native South Africa play a group stage match in the city, must be like a dream come true for you! How did you feel when you first found out about it?
I was really hoping and praying that South Africa would play a game in Atlanta, and my dream came true. To say I was over the moon when I heard the news is anunderstatement. I am so excited about it, and I’ve called up all my South African family and friends and let them know they need to be in Atlanta for the game.
Tell us what you are personally doing to get ready for and to participate in the World Cup.
Personally, I hope to attend as many games as possible in Atlanta and around the states. I would love to attend the opening game with Mexico versus South Africa, but that will be a tough ticket to get.
What do you have planned for your restaurants surrounding the World Cup? It seems like your restaurants will be a magnet for visitors from South Africa during the World Cup! Are you offering any special menus? Watch parties? Hosting any delegations from South Africa? Give us all the details!
We are planning a lot of activations and events, however the details are still being finalized. We will have an event with David Yarrow who is the official photographer for the World Cup. It will be around food, wine, art and photography.
There will be food specials, including some South African specialties, and definitely a “Braai” or two (South African grill/cookout). Along with some featured cocktails, there will be delicious South African wine flowing.
In addition to the activations and events we will have at our restaurants, we will also be doing some really cool high-end dinners at our private club Lions Head.
What is something you want Atlanta to know and understand about South African culture as the city welcomes its people to town?
South Africa is known for its hospitality and warmth. I think this is why I’ve always felt at home in Atlanta, because it’s also known for its “Southern hospitality” and friendly people, very similar to South Africa.
