JOE Brand Book

Joe’s Southern Table & Bar is about all Deep South cooking and Southern
hospitality serving up soulful food from the states of Louisiana, South
Carolina, Mississippi and Alabama.
The result is an American food offering that looks beyond the burger, all
impeccably and lovingly served in an authentic, exciting and
unpretentious environment.
Each of Joe’s dishes have been developed from original recipes, having
added a sophisticated edge to these home cooked favourites by using high
quality ingredients, careful flavour paring and imaginative presentation.
Expect signature and authentic recipes, such as sweet tea brined fried
chicken with lemon salt and tabasco honey, mac ‘n’ cheese, beef short rib
and cornbread worthy of your Louisiana momma.
Haven’t got one? No fear. Joe’s is the only momma you need.

Meet the Family
Joe’s Southern Table and Bar is a brand new direction for the long
established Maxwell’s Restaurant Group.
Back in the early 1970s, when it was practically impossible to find a
decent burger or grill in London, Brian Stein opened
Maxwell’s Hampstead – a huge success.
In the 1980s, Maxwell’s moved to the West End, and the group expanded in
Covent Garden and beyond, now boasting eleven venues, including;
Maxwell’s Covent Garden, Maxwell’s Oxford, Café De Paris, PJ’s Bar and
Grill, Guanabara, Palm Court Brasserie, Boulevard Brasserie, Sticky Fingers,
Roadhouse and of course, Joe’s Southern Table and Bar of
Covent Garden and Kentish Town.

The
Hatching
of Joe’s
What inspired Maxwell’s Restaurant Group
to enter the fired chicken market?
Where did the story begin? The inspiration came from spending a great amount
of time travelling in the U.S. where we were well aware of new and emerging
trends with this style of dining. We knew people loved fried chicken and we
also knew that times were a changing! The demand was for honest, fresh and
great quality food, complete with an unforgettable experience.
Joe’s Southern Table and Bar was the first gourmet fried chicken restaurant
to be hatched here in London. Since 2013 there has been a huge surge in fried
chicken restaurant openings and so we strive to remain at the forefront of
the scene with creative, original and great tasting offerings.

Joe’s is more
than just
great food
Joe’s value is quality and service over
many other things.
We’re determined to bring the best tasting southern food
to our customers. They can expect great service.
Every taste, smell, sound and idea we bring to the table
is all about the people.
What we aim to be: Joe’s Attributes
Unique
Proud
Memorable
Personable
Reliable

What we
stand for!
We are Team-Focused -e will will WOW our team
members...
“We are not doing you a favor by serving you
you are doing us a favor by giving us the
opportunity to do so.”
We are Community-Connected - We will WOW the
communities where we do business...
We are Dedicated to Excellence - We will WOW
our franchisees and stakeholders...

Meet
the Birds
All of our free-range birds are purchased through Taste Tradition,
a Yorkshire based collective of farmers where birds are produced to
the highest of welfare standards.
Joe’s birds are happy birds.
Birds that are free to roam and express their natural behaviour.
A dedicated team spent two years tasting what was considered to be the UK’s
tastiest chickens before finally finding what we believed to be best at
Church Hill Farm, Yorkshire.
We’re on a mission to change the reputation of fried chicken.
We use fresh produce and quality ingredients.
The oil temperature is a vital aspect of how we maintain balance and the
sides are specifically designed to breakdown the fats from the oils we use.

Gluten Free
Fried Chicken
A few years ago, gluten-free products were virtually unheard of except in
specialty health food stores.
Now, it’s become more difficult not to see some gluten-free product featured
in regular supermarkets and hypermarkets. In some cases whole aisles are
dedicated to gluten-free packaged foods, along with other specialty foods
such as diabetic and lactose-intolerance foods.
Globally, around 20% of consumers in a Datamonitor survey said that they
avoid certain foods due to an allergy or intolerance most or all the time.
A further 22% claimed to do this occasionally
ccording to Datamonitor, those who are influenced by gluten-free claims are
healthier eaters, more ethical, experimental and more influenced by natural
and organic ingredients than the average global consumer.
The majority (77%) agreed it was hard to find good tasting gluten-free foods.

food
With a distinctive brand offering high quality food at an affordable price
point, the Joe’s menu features a diverse range of authentic southern inspired
dishes. All of Joe’s dishes are freshly prepared onsite using authentic,
regional ingredients and the restaurants successfully evoke a fun and
vibrant atmosphere, synonymous with the likes of Nashville,
Tennessee and Kentucky.

CHICKEN
Brined in sweet tea for 24 hours, Joe’s birds boast a sugary background note
with chicken that promises to be moist and flavoursome.
Each bird is lovingly coated in Joe’s secret flour recipe before being
pressure fried. Under pressure, less steam is generated so more moisture
remains in the chicken being fried resulting in a very hot and juicy bird
with a deliciously crispy skin.
To put pucker in your pout and cut through the grease, each bird is finished
with Joe’s homemade lemon dust, a snappy blend of lemon, lime and grapefruit,
blended with sugar and rock salt. Fresh lemon with chopped dill and parsley
on top adds a little kiss of freshness.
Key Points:
Marinated in Sweet Tea Brine for moist and flavoursome chicken.
Cooked in Pressure Fryer for hot and juicy birds with crispy skin.
Finished with lemon dust to add a little sweetness to cut through the fat.

Spotlight
on Nashville
The Bird That Bites Back:
Nashville Hot Chicken.
Hot chicken is indisputably Nashville’s iconic food: simple in concept,
its aggressive flavor isn’t one you’ll soon forget, chicken reborn with a
hot-tempered spirit, a sweet-fiery plucky hen.
Like the city that made it famous, Nashville hot chicken is sizzling in the
limelight these days, making obligatory menu appearances throughout the
southern states. And it no longer requires a pilgrimage, having flown its
coop to land at Joe’s Southern Kitchen and Bar here in London!

In its most traditional form, Nashville Hot Chicken is fried in an iron
skillet and smothered in a cayenne paste, resembling nothing so much as a
rock from the surface of Hell.The magic comes in the mingling of fat and heat.
Take fried chicken’s fat-crisped crust and electrify it with a scorching
spice blend! A star is born.
‘Nashville Hot’ Hatches:
Although impossible to verify, the legend goes like this: More than 70 years
ago, Thornton Prince, a young stud-about-town came home after a night of
tomcatting to find his lady waiting at home, none too pleased. To teach him a
lesson, she doctored his Sunday morning chicken with a thwacking of spice.
She was furious—but low and behold, the devil liked his punishment!
Thornton decided he liked it so much that, by the mid-1930s, he and his
brothers had created their own recipe and opened a chicken shack which still
serves the original recipe today!
Clever, humour and unexpected
Fresh, unique take on the cuisine

JoeS
the brand
Joe’s Brand Voice:
A fresh, authentic and fun experience. In other words, familiarity with a
twist. An attitude that guides and informs our entire point of view.
Is the communication unexpected and surprising? Is it progressive,
forward-thinking and new? Is it rejuvanting and energising?
Does it compel someone to reconsider Joe’s?
Joe’s branding focuses on having laid back verbiage. It is supposed to be as if
we were talking to a family member with a sprinkle of southern humour.
Our csustomers are our family, why would we treat them any different?

Real, relatable, insightful everyday situations
Clever, humour and unexpected
Fresh, unique take on the cuisine
Joe’s Southern Table’s value is quality and service over many other things.
Joe’s is determined to bring the best tasting southern food to our customers.
They can expect great service. Every taste, smell, ideas that the brand brings
is about the people.
Fresh, unique take on the cuisine
Joe’s Southern Table’s value is quality and service over many other things.
Joe’s is determined to bring the best tasting southern food to our customers.
They can expect great service. Every taste, smell, ideas that the brand brings
is about the people.

How ya’ll
doing?

JoeS
the brand
Whilst benefitting from a broad demographic appeal, Joe’s focuses on serving
its core target market of 20–35 year pre family customers and aims to be the
market leader in authentic southern casual dining in the UK.

our
people
Our aim is simple.
We want our customers to eat great food and have an
unforgettable experience. We recruit new family members with that same
passion, individuals who can work with us in creating a brilliant place for
people who eat with us.
Every member of the team contributes to creating atmosphere and energy in
the restaurant trying to exceed guests’ expectations.
Our teams do the right thing, not the easy thing!
our people
Passionate
Involved
Motivated
Empowered
Creative
Customer-focused

What’s Special
about Joe’s?
Experienced, Respected
Great Food.
Experience obsessed
Family