Reuben Riffel, a South African celebrity chef and restaurateur, began his illustrious cooking career in his hometown Franschhoek in the Western Cape.

Whilst in his early 20's, Reuben had the opportunity to run his own kitchen and, with much hard work and dedication, established the Monneaux Restaurant as South Africa's Top 100 restaurants. After 3 years at Monneaux, Reuben moved to England where he joined friends in opening Bruno's Brasserie, to rave reviews. In 2004, Reuben returned to Franschhoek to start his own restaurant 'Reuben's', the first of many popular eateries.

Reuben's cuisine is eclectic and unpretentious with a focus on the finest seasonal produce sourced from nearby suppliers. Hs restaurants serve simple and delicious cuisine, in line with Reuben's philosophy is to keep things uncomplicated, bringing out the natural flavours of each ingredient, and to strive for perfect balance in the finished dish.