Rob De Villiers

Managing Director UAE

Rob de Villiers, UAE Managing Director of Seagrass Boutique Hospitality Group, has an illustrious career spanning over three decades. Originating from South Africa, he has brought numerous hospitality establishments to life across the Middle East and Africa, specializing primarily in steakhouse concepts.

In 1985, Rob introduced Longhorn Steakhouses to the South African market, marking the start of his professional hospitality journey. In 1994, he launched his own dining concept in collaboration with local sports celebrities. By 2000, with 15 years of invaluable experience, Rob partnered with Bradley Michael, CEO & Founder of Seagrass Boutique Hospitality Group. Together, they spearheaded the opening of several Meat Co premium steakhouse restaurants across South Africa, marking a significant turning point in his career.

In 2006, Rob relocated to Dubai to oversee the international debut of the Meat Co brand at Souk Madinat, as the flagship venue for the company. He expanded the brand across the UAE and the broader region, including establishing it in London, while actively contributing to the evolution of Ribs & Rumps and Tribes Grill brands.

During Seagrass Boutique Hospitality Group’s global expansion, Rob played a pivotal role in launching the distinctive Hunter & Barrel brand in Dubai and Abu Dhabi. Today, he is the leader of the UAE Seagrass team, driving the creation of innovative concepts for the region. His leadership is instrumental in the regional expansion of Isabella Cucina Italiana & RnB Grillhouse, with upcoming launches in Abu Dhabi and Dubai.