Who We Are
The Icebox Group is a tight-knit team of customer service driven, food-obsessed professionals with diverse backgrounds in business, hospitality, and the culinary arts. We are passionate, dedicated, and always ready to eat. Since the beginning, each member of the team has brought talents that strengthen the group and add exceptional value. Our expertise lies in thought leadership, operational excellence, and executive level management. Together, we share a collective knowledge that’s leading us to the forefront of food.
Founder and CEO
Robert Siegmann, Founder and CEO of The Icebox Group, has been changing the way South Florida dines since he opened his first Miami restaurant in 1998. Serving wholesome dishes inspired by international travel, in plush spaces designed to feel like a good friend’s spacious home, Robert’s passion for food and innate attention to detail has made Icebox Cafe more than a restaurant concept. It’s an experiential destination. Over the years, Robert has expanded his philosophy to new lines of business. In addition to two popular restaurants, The Icebox Group encompasses a state-of-the-art 10,000 square foot commissary kitchen and two trendsetting concessions at Miami International Airport, one a fast casual concept, the other grab-and-go. Icebox Pantry, a wholesale and smart fridge vending machine concept currently expanding into untapped markets, rounds out the group’s offerings. Robert’s commitment to bring diners the thoughtful, delicious, handmade food that started in his small brunch and dessert cafe still shines on every plate.
Robert has always loved cooking and entertaining, but his full-time career in hospitality started later. Born in the United States and raised in Mexico City, Robert returned to the states to attend the University of Washington and transferred to New York University where he earned a degree in business administration. For more than 18 years, he called New York City home, mastering many occupations including finance, catering, public relations, and seasons onstage as a professional classical ballet dancer. Returning to food, Robert launched his first catering company in 1995, serving high-profile clients, including Martha Stewart. A few years later, he moved south in search of warmer weather, and started baking favorites that would appear on the first Icebox Cafe menu. Robert’s philosophy of using quality seasonal ingredients continues to attract customers, press, and accolades. The Oprah Winfrey Show recognized Icebox Cafe for serving “The Best Cake in America,” one of only four bakeries featured nationwide.
As Chief Financial Officer for The Icebox Group, Yousuf oversees all aspects of the company’s financial planning, analysis, and long-term strategy. Yousuf brings decades of hospitality experience and has advised some of the world’s largest franchisors and restaurant groups including Hakkasan, EMM Group, Garces, and Focus Brands. After launching his career at Deloitte, he followed his passion and spent years as an owner and operator of several fast casual and full-service restaurants. This experience led him to form an executive level consultancy where he implemented new systems that saved restaurant groups millions of dollars in both labor and food costs. He’s also built infrastructures that took brands from no revenue to $150 million over the span of a few years. Today, he ensures continued profitability and financial growth at The Icebox Group.
Yousuf’s career has led him to many restaurants and fostered a passion for both cooking and eating great food. He’s also an avid sportsman and enjoys skiing, snorkeling, and an all-day cricket match.
Director of Operations
As Director of Operations, Daniel Small oversees operations throughout The Icebox Group, including two signature restaurants, grab-and-go outlets, and the Icebox Pantry wholesale and smart fridge vending machine divisions. He joined the company in 2021 bringing 27 years of culinary and business experience backed by degrees in both business administration and culinary arts. Daniel joined the company as Corporate Chef and was quickly promoted to Director of Operations. With a commitment to excellence that aligns with the company’s core values, he has a knack for combining culinary and marketing innovation with a deep understanding of industry trends, and a passion to bring health-based, great-tasting food to consumers. Before joining The Icebox Group, Daniel spent nine years as Chief Operation Officer and Director of Culinary Operations for a nationwide UDA manufacturer.
When he’s not wearing a suit or chef whites, Daniel can be found in SCUBA gear. He’s an avid wreck and tech diver and an accomplished underwater photographer. He currently sits as Vice President on the Miami-Dade Reef Guard Executive Board, which oversees all natural and artificial reefs in Miami-Dade County.
Director of Marketing
As Director of Marketing, Francesca oversees the marketing team and leads all brand initiatives across the organization. Francesca joined the company in 2010, bringing decades of executive level experience in strategic thinking, vision and increased brand awareness. Over the years, she’s led projects for many types of companies from start-ups to industry leaders such as Deloitte, Pfizer and the International League of Women’s Judges and held senior leadership positions at public relations firms Hill and Knowlton (Knowlton Strategies) and Fleishman Hillard. At The Icebox Group, she leads and guides the efforts of public relations, social media, and all aspects of marketing communications. Her innovative strategies boost customer engagement and have positioned the company as a recognized leader in the food and beverage industry.
Along with a passion for great strategic design, Francesca finds joy in all things food. She likes to cook and discover new restaurants, and she co-founded 150ish, a weekly newsletter that focuses on local food entrepreneurs in the New York City area. When she’s not dining or designing, Francesca leaves town and goes on white water kayaking adventures where she gains fresh perspectives and new ideas.
As Culinary Director at The Icebox Group, Omar Martinez oversees culinary innovations and concept development across the company’s kitchens. He runs commissary operations and ensures quality makes it to the plate at two signature restaurants, airport concessions, grab-and-go outlets, wholesale operations, smart fridge vending machines, and catered special events. Born in Puerto Rico and raised in the Bronx, NY, Omar brings 29 years of deep hospitality experience that encompasses every aspect of professional cooking. He is a graduate of the Institute of Culinary Education and has held high-level positions with some of America’s most popular brands, including Hard Rock Cafe, House of Blues, and Seasons 52. He’s also worked with award-winning celebrity chefs such as Douglas Rodriguez, Raymond Mohan, and Johnny Rivers, and on regional superstar concepts Stubborn Seed and Marcus Samuelsson’s Red Rooster. Omar is also a familiar face in food media. He’s been featured on NBC 6, “Deco Drive,” Telemundo’s “Como un Chef,” and “Talento Latino” on Univision.
On his days off, Omar spends time with his wife and son. He often takes long walks on the beach where he thinks through his ideas and finds ways to make his creations a reality. He lives by the mantra, “Life is like a camera. Focus on what’s important, capture the good times, develop from the negatives, and if it didn’t work out, take another shot.”
Human Resources Manager
As Human Resources Manager, Jannielisa Abreu leads every aspect of human resources across all operations and locations. She joined The Icebox Group in 2023, bringing decades of experience with some of the biggest names in hospitality. Her career started at Marriot Hotels where she pushed her way into management to lead recruitment, onboarding, training, and employee development. Her next stops included management roles at Subway, Benihana, Omni Hotels, and other five-star brands. Over the years she gained expertise in operations, benefits and compensation plans, and a solid command of local employment laws and jurisdictional compliance issues.
Jannielisa’s passion for hospitality and tourism stretches beyond her work life. She loves to travel and books vacations with her two adult daughters as often as she can. At work and play, she lives by a quote from Chinese philosopher Confucius. “Choose a job you love, and you will never have to work a day in your life.”
Safety and Quality Assurance Manager
As Safety and Quality Assurance Manager, Sean Rivera oversees administrative logistics that keep The Icebox Group running. Sean traces his roots in hospitality back to high school when he started working at restaurants in his hometown of Brownsville, Texas. He stayed in the industry through college, earning a degree in business and marketing at Texas A&M University, and except for a few years of entrepreneurship, he’s worked in hospitality ever since. In 2015, he sold his interest in an insurance brokerage firm and joined as General Manager at Icebox Cafe in South Beach. He quickly rose to the corporate management team where he’s filled many roles including payroll, human resources, quality and compliance audits, business development, and contract negotiation. Sean wears many hats with us and takes pride in procuring the best insurance products for the company.
When he’s not working behind the corporate scenes, Sean likes to spend time cooking at home. He’s also an avid fitness enthusiast and books as many adventure travel vacations as he possibly can.
General Manager Icebox Cafe Hallandale Beach
As General Manager at Icebox Cafe Hallandale Beach, Britinni Butt runs a large restaurant, event, and performance space in the heart of a vibrant arts community. A passionate leader, she’s known for motivating staff, fostering successful teamwork, and increasing customer satisfaction. Initially hired as a server in 2017, she came to The Icebox Group after years spent front-of-house at large, high-volume operations in Pembroke Pines. She quickly found her way into management at the Icebox Cafe in South Beach and claimed the helm in Hallandale Beach in 2022. She continues to boost morale and cultivate a following for the multi-faceted restaurant, simultaneously increasing positive online reviews.
In a previous professional life, Britinni worked for the City of Orlando and taught children how to swim. When she’s not at the restaurant, she relishes time with her family and enjoys visiting Disney World. She also dedicates time to outsmarting escape rooms throughout her home state of Florida.
General Manager Icebox Cafe Miami Beach
As General Manager Icebox Cafe Miami Beach, Sasha Cabrera runs the company’s stylish flagship restaurant. She discovered her passion for the industry almost by accident. While pursuing a degree in broadcast journalism at Florida International University, she worked as a hostess in fine dining establishments. She enjoyed it so much that she changed her major to hospitality management. Degree in hand, she leveled up to supervisory roles at high-profile restaurants such as Philippe Chow and SoBeVegan and was the opening General Manager for The Doral Yard.
While building her success, at the age of 26 she was diagnosed with stage 3 breast cancer, an illness usually seen much later in life. She underwent intense treatments to overcome the disease and now enjoys using her experience to bring hope to women recently diagnosed. She also likes to try new restaurants and spend time at the beach, bowling alley, or karaoke bar. A Miami native with Cuban Puerto-Rican roots, she is fluent in Spanish.
General Manager Icebox Pantry
As General Manager of Icebox Pantry, Ryan Cellucci leads all aspects of wholesale and smart fridge vending machine operations. He joined the company in 2022 to expand the Icebox Pantry concept beyond South Florida, bringing decades of large-scale catering and event management experience to the task. Since the beginning of his career, Ryan has worked with some of the biggest names in entertainment and professional sports. He started as a bar supervisor for his hometown New England Patriots and pushed toward management at the club level. He then traded the northeast for sunny South Florida and advanced to Dolphin Stadium. Over the years, he’s also run food and beverage operations for the New York Yankees and Miami Marlins and was a core member of the team that executed Super Bowl LIV, one of the most successful in NFL history. In his recent role as Director of Suites for Sodexo Live, Ryan managed food and beverage for marquee events including the Miami Open Tennis Tournament, Formula 1’s debut Miami Grand Prix, and Rolling Loud, an international hip-hop festival at Hard Rock Stadium.
While Ryan follows many professional sports, he and his wife are huge Disney fans. They enjoy the theme parks with their five children whenever they can and will always talk Disney with anyone who will listen.
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