Southfield welcomed a new breakfast destination this month as Joe Louis Southern Kitchen marked the grand opening of its second restaurant at 29649 Northwestern Highway, adding another footprint to a brand built around Detroit’s most enduring sports legacy.
The restaurant is open seven days a week from 7 a.m. to 3 p.m.
The new Southfield location spans 5,300 square feet, seats 99 guests, and employs 35 staff members, according to the company. The menu keeps the focus on traditional breakfast staples—skillets, pancakes, French toast, and scrambles—plus additional healthy food and drink options aimed at customers looking for lighter choices without losing the comfort-food feel.
A gift shop is planned to open in January 2026 inside the Southfield space, featuring Joe Louis-branded merchandise such as t-shirts and hats. Joe Louis Barrow II, co-CEO of Joe Louis Southern Kitchen and son of the boxing legend, said the retail element is meant to give diners a tangible connection to the name on the door.
“My father’s legacy is so strong throughout Detroit and the surrounding communities, we’re excited to feature commemorative items for purchase at our checkout counter – offering people the chance to take home a piece of that legacy after sharing a delicious meal together,” Barrow said.
The restaurant’s co-CEO Johnny Cannon framed the expansion as a continuation of the community response to the brand’s original Detroit location, which opened at 6549 Woodward Avenue in 2021.
“It’s been wonderful to see firsthand how our restaurants resonate with guests,” Cannon said. “Our original location in Detroit has grown to be a staple of the community and we know those in Southfield will enjoy our unique dining experience centered around family, friends, comfort and connection.”
A bar featuring brunch-centric drinks such as mimosas and bloody marys is expected in early 2026. Southfield Mayor Kenson Siver welcomed the addition, calling it “a great addition” to the city’s dining lineup.
The name Joe Louis still lands differently in Metro Detroit because it comes with receipts. Joe Louis—born Joseph Louis Barrow—moved to Detroit as a child and rose from the city’s working-class neighborhoods to become heavyweight champion in 1937, holding the title until 1949. That run included 25 successful title defenses, a record that shaped how boxing measures dominance.
His legacy also sits at the intersection of sports and American politics.
Louis’ 1938 rematch win over German boxer Max Schmeling became a national symbol during a period when the United States was watching Nazi propaganda tighten its grip overseas. Detroit remembers that era, and it remembers the way a Black man carried a country’s pride while still living under Jim Crow rules at home.
Detroit has never separated Joe Louis from the city’s identity. A public monument known as “The Fist” has stood downtown since 1986. Louis died in 1981 and was buried at Arlington National Cemetery, a reminder that his impact reached beyond Michigan even while his story remained deeply Detroit.
With hopes of the restaurant succeeding in Southfield, it likely will not be because of branding alone. People show up for food, and they return for consistency. This concept also offers something else: a local table built around a name that still represents discipline, pride, and a Detroit kind of perseverance.
“Patrons who come to our new restaurant in Southfield will truly experience the spirit of Joe Louis while they’re here and it’s inspiring to be the one sharing that with the world,” said Barrow.
