A Georgia-based restaurant group plans to enter the Northeast Florida market with a South-African-inspire establishment in the former Lulu’s Waterfront Grille.
In a Dec. 22 news release, True Story Brands said it was partnering with Ponte Vedra-based Shark Tooth Dining LLC to open Yebo Beach Haus and Lions Head Private Members Club at 301 N. Roscoe Blvd.
Shark Tooth Dining LLC bought the waterfront site in Ponte Vedra Beach for $4.2 million in November 2024, three years after Lulu’s closed. The seller was Cliff Moore through TQ Corp. of Ponte Vedra Beach.
According to a release, the original Yebo Beach Haus was founded in Atlanta in 2012, with its menu highlighting New American cuisine, anchored by sushi, seafood and prime steaks, and “flavors reminiscent of Cape Town and South Africa’s wine country.”
“Yebo (yeah-bō) is a South African English exclamation of affirmation — meaning ‘yes’ or ‘I agree’ — and that spirit of joyful connection is exactly what we aim to create with Shark Tooth Dining,” said South African native and restaurateur Justin Anthony, founder of True Story Brands, in the release.
“Yebo Beach Haus will add something truly distinctive to the growing culinary scene in St. Johns County, inspired by flavors and wines collected over a lifetime of travel.”
The release says the beverage menu includes craft cocktails and wine by the bottle or glass from South African vineyards, Napa Valley producers and French estates.
The menu from the original location in Atlanta includes seafood and steaks, a traditional South African beef jerky item called biltong, ostrich sliders, a selection of raw bar items and more.
The release describes the Lions Head Private Members Club as a dining club offering “an elegant, discreet and intentionally curated experience.” Dues were not listed.
Cronk Duch Architecture along with Wolf Design Group will lead the design process. The release says construction is expected to begin in early 2026, although St. Johns County has not issued permits. The county began reviewing plans in June 2024.
The application says the project will be about 10,000 square feet.
Founded nearly 30 years ago by Anthony, True Story Brands has restaurant concepts in and around Atlanta. In addition to Yebo Beach Haus, they include 10 Degrees South, Biltong Bar and the Cape Restaurant & Beach Bar.