PurposeThe purpose of this paper is to explore the negotiation and otherization of the regional representations of southern foodways in public restaurants within a larger urban cultural setting often seen as its cultural antithesis.Design/methodology/approachThe method and approach is multifaceted, including content and historical analysis and participant observation. The literature review lays the foundation for the otherization of the South in the USA. The content analysis explores various media publications relevant to southern food restaurants and the qualitative analysis demonstrates the nuances of southern restaurants in New York City.FindingsThe literature and content analysis demonstrates the socio‐historical grounding for the otherization of the South and southern foodways. The qualitative research demonstrates how southern restaurants are constructed and otherized differently in New York City depending upon their local context and the participants who are primarily involved.Research limitations/implicationsA larger sample of restaurants could provide a potentially more valid and nuanced analysis of the phenomena.Originality/valueMost research on regional, subcultural differences in foodways occurs within the imagined boundaries of that respective region, but this paper explores the historical proliferation of restaurants and the meanings of the production and consumption of southern regional foods in these restaurants within another region.