Reuben Riffel: From Humble Beginnings to South Africa's Celebrity Chef

With a string of acclaimed restaurants, popular TV shows, and numerous culinary accolades, Reuben Riffel stands as one of South Africa's most accomplished chefs.

Yet, the label 'celebrity chef' doesn’t seem to fully capture who he is.

Perhaps it’s because the term evokes images of high drama—think Gordon Ramsay with his shouting and fiery temper.

In South Africa, Riffel is best known as the ambassador for Robertsons Spices, a beloved local seasoning brand.

In Robertsons' TV ads, he warmly guided viewers through recipes that any home cook could easily replicate, before sharing a heartwarming moment with his kids as they gathered for a family meal.

He’s the down-to-earth guy next door who feels like someone you’d enjoy having a drink with at a casual braai barbecue.

And, by all appearances, that easygoing nature isn’t just for show.

He’s one of those rare individuals whose public image perfectly aligns with who he is behind the scenes.

This authenticity, he explains, comes from years of introspection about his identity, his roots, and how to blend these into the world of fine dining he now embraces.

Discover: The Most Delicious National Cakes Around the World

Culinary Influences Shaped by Years of Apartheid

Riffel explains, 'It’s essential to have a sense of connection, like remembering a dish you grew up with, or one your mom or a friend made for you. Inspiration comes from everywhere.'

'I remember when I first had the chance to create my own menu—that’s exactly what it was about.'

'It was about taking everyday dishes and giving them a little twist—cleaning them up, or approaching them from a completely new cooking perspective.'

Riffel grew up during the final years of apartheid, witnessing a deeply divided South Africa.

His mother worked in a restaurant, where he encountered flavors he could never have imagined at home.

He recalls that in those early days, certain foods were rare, reserved for the most special occasions.

Part of the significance of these meals was the contribution of family members' unique culinary talents – an aunt skilled in cake making, a grandmother who was a master at baking bread.

'Growing up, food was always central, but it wasn’t just about the food itself,' he reflects. 'For my family and me, it was about the people preparing the meals and how they connected with those they were cooking for.'

These early experiences continue to shape his cooking philosophy today – he seeks to honor the past, even as he works in some of the world’s most luxurious restaurant settings.

Reuben’s, his flagship restaurant in Cape Town, is located at the One&Only, one of South Africa’s most exclusive hotels (Dock Road, V&A Waterfront, Cape Town; +27 21 431 4511). He opened it after Gordon Ramsay’s Maze closed in 2010.

'When we opened at the One&Only, the goal was to break away from the typical hotel dining experience found around the world,' he explains. 'Our food style is rustic at its core, really focusing on the ingredients themselves.'

READ: Braai Brotherhood – The Unifying Power of BBQ in South Africa

Preserving his grandmother’s culinary legacy

Cape Town is a vibrant hub for South African cuisine, rich in diverse flavors and traditions.

Just beyond the city, you’ll find lush vineyards, fruit orchards, and fertile farms that shape the region’s food scene.

With the Atlantic and Indian Oceans meeting at its shores, Cape Town enjoys an abundance of fresh, high-quality seafood year-round.

Cape Town has a rich culinary heritage shaped by centuries of African, European, and Asian influences, a legacy dating back to the city’s role as a key stop in early global sea trade.

Dutch ships brought slaves from Malaysia, and their descendants have since developed a unique cuisine of their own.

Balancing these culinary traditions is a challenge that Riffel grapples with as he creates his menus.

'I don’t feel comfortable experimenting with the traditional recipes my grandmother used to make,' he admits, despite the temptation to adapt or modernize the time-honored dishes that have been passed down for generations in Cape Town.

'I constantly question whether we should alter these recipes. Many Cape restaurants still serve traditional food, and I think a lot of chefs are feeling a strong connection to their cultural identity through these dishes.'

'To truly stand out, we must embrace local ingredients—not just everyday produce, but also elements of our heritage, ingredients, and traditions.'

DISCOVER: The World’s 23 Best Cities for Street Food

'This isn’t your typical South African food experience,' he says.

As a result, his menus don’t feature typical Cape Town dishes like bobotie—a baked minced meat dish topped with egg—or the curries and stews commonly found in many Cape Malay eateries.

Instead, Riffel puts a modern twist on those flavors, offering a samoosa filled with bobotie.

His menu focuses on local produce such as mussels from Saldanha Bay, trout from Franschhoek, and springbok steak for a touch of game meat.

These ingredients are prepared using contemporary techniques—like sous-vide chicken paired with pineapple and avocado salsa. All are familiar yet fresh, catering to modern tastes.

DISCOVER: 5 African Food Bloggers You Should Be Following

'I wouldn’t describe our food as traditional South African fare. It’s a more contemporary take on South African cuisine, influenced by our history, local ingredients, and global culinary trends,' he explains.

For Riffel, traditional dishes should remain distinct and cherished.

'We should always be able to enjoy a classic bobotie or similar dishes, especially when in Cape Town,' he says.

'The way these dishes were traditionally prepared is part of our heritage, and I believe we should preserve that and hold on to it,' he adds.