Joe
OUR STORY
T
he Story of JLSK Begins With Joe Louis. Before there was Joe Louis Southern Kitchen, there was Joe Louis. Born Joseph Louis Barrow in rural Alabama in 1914, Joe moved to Detroit with his family as a boy. At Detroit’s Brewster Recreation Center, a young man from humble beginnings learned to box and began a journey that would take him to the heavyweight championship of the world. Joe became World Heavyweight Champion in 1937 and held the title for nearly 12 years—the longest single heavyweight championship reign in boxing history.
The world knew him as “The Brown Bomber.” Detroit simply called him “The Champ.” Joe’s impact, however, extended far beyond boxing. At a time when America remained deeply divided by race, he became a Black American hero who was embraced across racial lines. His legendary 1938 victory over Germany’s Max Schmeling transcended sports and became an international symbol of American democracy confronting Nazi ideology. During World War II, Joe served his country, supported military relief efforts, raised troop morale, and challenged the barriers facing Black servicemen. Through it all, he remained humble, approachable, and deeply connected to the people. He showed the world what was possible when someone refused to allow the circumstances of his birth, the color of his skin, or the expectations of others to determine how far he could go.
Breaking & Opening
J
oe’s commitment to creating opportunities continued beyond the boxing ring. An avid golfer, he used his influence to challenge racial barriers within the sport. In 1941, he sponsored the Joe Louis Open at Detroit’s Rackham Golf Course, helping create opportunities for Black golfers to compete. In 1952, Joe became the first Black golfer to participate in a PGA co-sponsored tournament when he competed as an amateur in the San Diego Open. He also publicly supported talented Black golfers such as Ted Rhodes and Bill Spiller, who were being denied opportunities at the highest levels of the game. Joe did not simply want a place on the course for himself. He wanted the door opened for those coming behind him.
His love of horses created another chapter in that mission. At Spring Hill Farm in Michigan, Joe organized an all-Black horse show where Black riders, trainers, and horsemen could compete, showcase their abilities, and receive the recognition they deserved.
Whether in the ring, on the golf course, or in the saddle, Joe understood that his position allowed him to do more than make history himself. He could help others make history, too.
Family, Community &
A Served Southern Style
JLSK was created to celebrate Joe’s life, values, and entrepreneurial spirit while reconnecting his Detroit story with the Southern roots where his remarkable journey began. Inside our restaurants, photographs and memorabilia honor Joe’s extraordinary life, while the warmth of a Southern home creates an atmosphere centered on hospitality, family, and community.
In 2021, Joe Louis Barrow II and restaurateur Johnny Cannon founded Joe Louis Southern Kitchen, opening the first location on Woodward Avenue in Detroit.
Today, they continue to lead JLSK as co-founders and co-CEOs, growing the brand while protecting the history, values, and responsibility that come with carrying the Joe Louis name.
Our menu brings Southern traditions to life with a distinctly JLSK personality. From Creole Shrimp & Grits and Cinnamon Roll Flapjacks to Bananas Foster French Toast and other Southern favorites, our food is comforting, familiar, and uniquely our own. Joe loved chicken-fried steak, so naturally, one of his favorites found a special place on our menu.
At Joe Louis Southern Kitchen, breakfast and brunch are more than meals.
They are an experience.
ehind the champion was a devoted father, son, and brother who valued family, shared meals, and time spent with the people he loved. Joe was also an entrepreneur.
Long before athletes commonly built businesses and personal brands, his ventures included the Joe Louis Milk Company and the Joe Louis Distilling Company, which introduced Joe Louis Kentucky Straight Bourbon Whiskey, promoted as “Champion of Them All.”
Restaurants were also part of his entrepreneurial journey.
B
Family, business, food, and community may seem like separate pieces of Joe Louis’s life, but they were connected by one thing: People.
Joe understood the power of bringing people together—and that some of life’s greatest moments happen not beneath bright lights or in front of cheering crowds, but around a table.
Decades later, that belief inspired a new chapter in the Joe Louis story.
