Fast-Casual Barbecue Concept Launching in Downtown DeLand

DELAND, FL - South of the South Smokehouse, a fast-casual barbecue concept from Anthony Traver and Kelly Lowery, is targeting a February 21 opening inside Northwest Square at 328 #110 N Clara Ave, DeLand, FL 32720.

Traver told Business Debut the concept blends scratch-made barbecue with Florida-driven flavors and will operate as part of a multi-vendor food hall housed in a restored church.

What to Expect

South of the South will be one of four food concepts inside Northwest Square, joining Centro Tea Coffee, Cusco’s and Buddha Bowls. The setup allows guests to order from multiple vendors in a single transaction, then dine together in shared indoor seating or outdoor spaces.

The space includes shared indoor seating along with a courtyard and beer garden that encourage guests to gather and spend time together. Orders will be placed at the counter, with food delivered to tables once it is ready, allowing for efficient service without sacrificing quality.

“Guests order quickly, but the cooking is never rushed,” Traver told Business Debut. “Barbecue takes time, and we make sure everything is prepared the right way so people can sit down and enjoy their food without waiting too long.”

Menu and Vision

Lowery told Business Debut the menu centers on pulled pork and chicken, supported by a house “Florida barbecue sauce” made with orange and lemon for a citrus-forward profile. The kitchen operates entirely from scratch, including house-made bread and pickles.

Macaroni and cheese is prepared in-house as well, including hand-made noodles. One of the featured items at opening will be the mac and cheese topped with buffalo chicken, a combination that originated when a regular guest repeatedly ordered the two dishes together and encouraged the team to make it an official menu item.

The menu will also include rotating Sicilian-style hand pies, often vegetarian, with early flavors including pommes de terre and broccoli and cheddar. Vegan options such as black bean chili and rotating salads will be available. “Our goal is for everyone to be able to sit at the same table,” Lowery told Business Debut.

Opening Timeline

South of the South began as a pop-up operation, initially serving food from a folding table outside a goat farm, Traver said. As interest grew, the concept expanded into more consistent service, eventually leading to the opportunity inside Northwest Square. The DeLand location marks the couple’s first brick-and-mortar business.

Lowery brings experience in bartending, drink development and public relations, which now supports both operations and menu development. Traver attended culinary school in Orlando and has worked in restaurants including Acme in North Carolina, High Hold in Pennsylvania and Bowser’s, a barbecue restaurant in Pennsylvania.

Lowery also spoke about the lasting influence of her mentor, Malachy Noone of Bull McCabe’s in Durham, North Carolina, crediting him with shaping how she approaches hospitality and leadership. “He taught me how important it is to show up for people,” Lowery told Business Debut. “Not just guests, but your team and your community.” She said those lessons are central to how South of the South operates, from the way food is prepared to how guests are welcomed into the space.

Traver also pointed to chefs and culinary figures who influence the menu and technique, including Edna Lewis, Isaac Toups and Rose Levy Beranbaum.

Community Focus

Traver said DeLand’s sense of community played a major role in choosing Northwest Square for their first permanent location. “People here really show up for each other,” he told Business Debut. “There’s a lot of support for small businesses, and you can feel that.”

He also credited friends, fellow vendors and members of the local food community for encouraging the concept as it grew from pop ups into a brick and mortar space. “That kind of support makes you want to do things the right way and give back to the place that welcomed you,” Traver told Business Debut.

Hours

At launch, South of the South plans to operate Friday through Sunday, then expand to Tuesday through Sunday. Targeted hours are 3–9 p.m. Tuesday through Thursday and 3–10 p.m. Friday through Sunday.

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