By: Sienna Escobar
From onion rings to super greens, Joe Mama’s diner is introducing a blend of
family favorites and original recipes to Cambridge Square in Ooltewah. The new eatery
recently made its debut via a soft opening on Jan. 26, offering shakes, sandwiches and
salads with plenty of choices for vegetarians and meat-eaters alike.
Joe Mama’s is open to the public from 11 a.m. to 8 p.m. on Tuesday through Saturday and from 11 a.m. to 7 p.m. on Sundays. According to the diner’s Facebook page, it will be closed on Mondays until the spring.
Restaurateur Joseph Keel said he developed the concept of Joe Mama’s after more than 30 years of experience in the food service industry. Keel is also the owner of Marthie Ann’s
Tennessee Blue Plate, a restaurant with locations in both Cambridge Square and Cleveland,
Tennessee.
Joe Mama’s menu draws inspiration from various cultures, featuring a salad based on Mexican-style street corn and a spicy hot dog served with Thai curry vinaigrette among other dishes, according to Keel. The menu also includes a veggie flatbread made from tandoori naan topped with caramelized onions, arugula, tomatoes and a feta spread.
“What we think of as international food is really just soul food,” said Keel. “It
might be from Thailand. It might be from Chicago. It might be from Southern Appalachia … but when it comes to me dining out, this is what I want.”
Other items on the menu showcase classic deli food and shakes. Sandwiches include a reuben, a cheese hoagie and a build-your-own burger, among others. For a lighter meal, customers can choose from salads such as super greens and kale, sesame ginger or Mediterranean. The majority of the restaurant’s dishes can be substituted with meat replacements, such as tofu.
Keel’s concept is designed for casual dining and a family-friendly environment,
with no alcohol and an approachable menu. He said he drew from memories of traditional
diners in his childhood for the intended atmosphere, with ’90s alternative music and
plans for ’90s-themed wall decor.
According to Keel, he began his lifetime career in the food service industry on his
16th birthday with a job at a fast-food joint. Over the years, he gained various kinds of
experience, from running a gourmet sandwich truck to managing restaurants in
Knoxvill and Key West, Fla. Eventually, he opened his first restaurant,
which eventually was rebranded as Marthie Ann’s Tennessee Blue Plate. After a building near his Marthie Ann’s location in Cambridge Square became available, Keel decided it was time to bring his concept for a more casual diner to life.
Cambridge Square, a commercial and residential shopping area off of Lee Highway,
hosts over 45 businesses. According to Jim Cheney, who oversees marketing and
leasing for the development, the majority of those companies are locally owned.
“[Keel’s] decision to bring a second concept to the square is very much in line
with our philosophy of supporting local business owners,” said Cheney in a press
release on the Cambridge Square website. “We’re very fortunate to have Joseph and are confident that the community at large feels the same way.”
Local residents responded to a Facebook post by the Accent with appreciation for new dining options in the Ooltewah area.
“We need more variety for lunch in this area,” said Apison resident Sandra
Stephens in a direct message, adding that the location in Cambridge Square offers a convenient alternative to the traffic congestion of the Hamilton Place Mall area.
