Photo Gallery | 'Midtown is Memphis' arch lights up new taco, hot dog restaurant
The slogan "Midtown is Memphis" is commonly seen and heard in the 38104 zip code. Soon enough, it will proudly be displayed in red and yellow lights on an iron arch that has sat in Overton Square for decades.
Chiwawa co-owner Taylor Berger is glad they were able to salvage the piece when renovating the space for his new restaurant.
"Had to decide to keep it or let it go. It was broken and rusted out," said Berger who is also the Memphis Food Truck Association president and owns YoLo frozen yogurt. "Our sign company Frank Balton and Company looked at it, and said they were going to be able to fix it. And so we were really happy about it, and decided to go ahead and invest some money into remodeling it."
The arch formerly said Chicago, because it was a part of the Chicago Pizza Factory. The name obviously didn't apply to his new restaurant, so Berger along with his parter J D Sludd they decided to have it say "Midtown is Memphis."
"We considered our [restaurant's] name, and decided that we want this restaurant, this space, and the arch to reflect Midtown and the square back in the 70s, and its revitalization. Its slogan coined 'Midtown is Memphis' came to mind," said Berger.
Berger said Chiwawa should be open next week. Street tacos will be served in addition to American-styled hot dogs.
"We just took a look around the building and came to the conclusion this is what we wanted to eat, and serve," he said.
The hours will be from 11 a.m. to 2 a.m. The 'Midtown is Memphis' sign is set to hang up on the restaurant Friday. Watch the video of it lit up below, or here.