The Dallas Cowboys are adding another namesake off-field attraction near AT&T Stadium, good enough to distract from on-field misfortunes?

Dealing with misfortunes on the pitch can be a tricky game. But can a new restaurant help the Dallas Cowboys deal with it? The new restaurant is a creation of the owners of upscale venues B&B Butchers in Fort Worth, Dallas and The Annie Cafe in Houston. All looks good and happy for the Cowboys as the restaurant plans to open near the Cowboys’ home.

Jerry Jones would feel delighted with the opening of the restaurant at the Loews Arlington hotel. It is located near the AT&T stadium. It is the official home ground of the Dallas Cowboys.


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‘Soy Cowboy’ is the name of the restaurant opening in 2024. It promises to give an “adventurous tour” of Pan-Asian cuisine. The countries of China, Korea, Vietnam, Thailand and Japan inspire the cuisine of the restaurant. Moreover, it promises to offer a unique blend of tastes and surprise its customers.

November 25, 2021; Arlington, TX, USA; Las Vegas Raiders kicker Daniel Carlson (2) throws the winning field goal against the Dallas Cowboys during overtime at AT&T Stadium. Mandatory Credit: Jerome Miron-USA TODAY Sports/Reuters

Moreover, the meaning of Soy Cowboy attracts attention. Vice President of Public Relations and Marketing, Emily Hanley said, “The inspiration came from a famous street in Bangkok, Thailand called Soi Cowboy, known for its nightlife. We decided to create the name Soy Cowboy to represent ‘soy sauce’. Ben Berg, the CEO of the parent group, also loved incorporating Cowboy in the name because of the Dallas Cowboys.

How can the Soy Cowboy help the Dallas Cowboys with their woes?

Call it a business plan or a diversion, the Dallas Cowboys have a new attraction in this restaurant. People reacting with indifference to the Cowboys’ on-field tactics, resulting in non-qualification ahead of the split, can now visit the Soy Cowboy to vent their frustration. Everyone needs a break, even if it’s to criticize a team.


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Soy Cowboy will be one of eight Texas restaurants for Berg Hospitality. It will be the most prominent restaurant in the Loews Hotel, drawing Cowboys fans to AT&T Stadium.

FOXBOROUGH, MA – OCTOBER 17: Dallas Cowboys owner Jerry Jones before the National Football League game. Between the New England Patriots and the Dallas Cowboys. October 17, 2021 at Gillette Stadium in Foxborough, MA. (Photo by Rich Graessle/Icon Sportswire via Getty Images)

Can this tactical move help the Cowboys with their on-court woes? Maybe not, but they’ll have a delicious distraction right next door to them. Fans can cheer themselves up with some great Asian food.


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Keith P. Plain