South on Main Launches New Taco Truck

The owners behind South on Main announced today that they will launch a new taco truck venture called Souther on Main that will be located on the corner of Main and Roosevelt.

The idea came after owner Matthew Bell discovered a number of hidden recipes left over from the building’s previous occupant, Juanita’s.

“We had a bit of a leak in the women’s bathroom where we needed to pull up and replace a little sub floor,” Bell tells us. “When doing that we found a bunch of old dusty papers titled ‘Juanitas secret taco menu’. We decided to cook up a few after hours one day and they were surprisingly brilliant.”


Bell says he and the staff worked through the menu for several weeks before deciding to venture into the taco business.

“We have strongly considered expanding. So I went out and paid a guy $50 and a Midtown Cheese burger for this old taco truck that didn’t run,” Bell explains. “We just had it towed over to Main and Roosevelt and decided to leave it there for our taco truck venture.”

Bell explains that the name Souther on Main came from intense brand consulting with one of the nation’s largest marketing firms specializing in restaurant branding.

The menu will consist of pork, beef, and ostrich tacos along with fresh farm salsa. Pasty Chef Matt Lowman will add fresh rotating sopapillas. Bell plans to include Mariachi Band Mondays, a free concert series presented by the Oxford American.

Bell hopes to hold a soft opening for Southern on Main on Cinco De Mayo.

Full Menu Below

Download (PDF, 33KB)


South on Main Launches New Taco Truck