South on Main has a mission. It wants to be the best.
“Without a doubt,” co-owner and executive chef Matt Bell says, “We would like to be considered the finest restaurant in Arkansas. Not necessarily the finest dining or best concert venue, but as an overall experience from the second you come in the door to the moment you leave, I really want people to believe that we are the finest, most well-refined restaurant in Arkansas.”
Bell says he wants the restaurant to be considered the best in every detail.
“We would like to be considered the finest restaurant in the state for many reasons,” he says, “but first and foremost, for our ability to make people happy and feel really welcome.”
With its first year now under its belt, the restaurant may be well on its way to accomplishing just that.
Among the many quotes that occupy the kitchen walls of the Southern-style restaurant in the SoMa District of downtown Little Rock is one from Thomas Keller, an American chef and restaurateur, that everyone on staff takes to heart. It reads, “When you acknowledge, as you must, that there is no such thing as perfect food, only the idea of it, then the real purpose of striving toward perfection becomes clear: To make people happy, that is what cooking is all about.”
That purpose has been the driving force for the flourishing restaurant.
Matt and Amy Kelley Bell were first approached by Oxford American in November 2011 with the proposition of opening up a restaurant in the South Main District of Little Rock. From then to last August, the Bells were in a continuous brainstorming session to create a plan for a restaurant that could succeed in the area. It wasn’t too long before Post-it notes were plastered all over the walls of their living room.
“We just started writing out ideas, and the majority of the things we wrote down had little to do with food or a business model,” Amy said. “It turned out a lot of what we were thinking of was community-oriented.”
That community-oriented approach has helped South on Main take off in the area it’s located. The Bells will tell you they didn’t have a hand in picking the area — since Oxford American had already decided on the location and offered to rent the restaurant space to the Bells — but you also won’t hear them say they’re upset with the hand they were dealt.
“We lucked out in our location and the neighborhood,” Amy says. “I don’t know if we had been given an option to look elsewhere if we would have chosen anywhere else. The neighborhood is so welcoming and we’re lucky to have so many other businesses that are local and supportive of new businesses opening in the neighborhood.”
Another benefit, on top of a supportive neighborhood for South on Main, is its partnership with Oxford American, which has brought various local bands, poets and authors into the restaurant, and in turn, drawn more guests.
One of the more successful events that South on Main has held is the Local Live series, which brings local bands to the stage. Whether the people are showing up for the food or the music, they leave happy, Amy says.
South on Main has also recently started a Chef Series, which is aimed at promoting and celebrating chefs while improving the food culture of the Little Rock.
For the Bells, all the events at the restaurant come back to that community-oriented approach.
“One real key to success — and I think this is across the board for any business that deals with customers — is that the people that support you feel some sort of ownership,” Matt said. “With the amount that happens here from Local Live to the Chef Series or any of the scholar events, ownership by your customers is going to be a big part of your success.”
With strong sales and stellar reviews, South on Main’s first year in business has been one its owners can take pride in. Still, the Bells aren’t ready to relax.
Before they opened, Amy says the couple were sat down by an advisor and given the grim outlook for most new restaurants, which usually ends in closure.
“I don’t know that I’m ever going to let that thought leave my mind and feel that we’re set and comfortable,” Amy says. “Because, if we’re not working to improve the business, then we’re dying as a business. We should always be asking ourselves what we can do to improve, and we do that in every aspect of the restaurant.”
While the first year in business has been a good one, Matt says he still has goals he wants to achieve. In the day-to-day operations, he wants the restaurant to continue to shell out top-quality products from as many local farmers as possible to create an experience that is unique for his customers.
On a broader scale, Matt wants to see Little Rock become a city known for its food, and he says he’s not the only chef in the capital city that holds that goal.
“We’re not far off from being identified as a city to come eat,” Matt said. “If we share the client base and understand what we’re really trying to do is make the city a better place to dine, collectively. I think, hopefully, that’s what you’ll see from us as far as more cooperation with local chefs and highlighting what we do in Arkansas, not just South on Main.”
What are the Bells’ favorite dishes and drinks from the restaurant?
Dish
Matt Bell: Whatever is currently going on with the Pork Trotters (essentially ham hock and pig feet).
“It’s a really disgusting sound of thing, and a terrible process to be honest, but the end result is something that has always been eaten by southerners, and we get to do something that raises it above that level.”
Amy Kelley Bell: The vegetarian dishes.
“I love Matt’s vegetarian dishes, because you’re not just going to get pasta or a portebello steak or burger, which is what people are used to getting in this town when it comes to eating vegetarian and vegan food. I think with all the changes to the menu, I’m always very impressed and appreciate his vegetarian and vegan dishes.”
Drink
Matt Bell: Whiskey Rebellion (Dickle Rye, Cherry Heering, American Vermouth, OJ)
“But my favorite thing on our menu is the High Life Ponies for $1. It’s awesome to be able to buy a beer for $1 at a restaurant, that’s really fun.”
Amy Kelley Bell: Paloma (Tequila, fresh grapefruit, Mountain Valley Sparkling Lime, pinch of salt)
“It’s very simple, but I promise if you have one, you’ll never want to drink a margarita again.”
Birthday Bash
To celebrate its first year in business, South on Main is throwing a birthday celebration Tuesday. For more information, check out the restaurant’s Facebook and Twitter pages.