The Bread Winners folks are at it again, with a new bar-restaurant concept, Harlowe MXM. It will open in what is arguably the most central spot in Deep Ellum: 2823 Main St., at the corner of Main Street and Malcolm X Boulevard.

Scratch that — it's not arguable. It is the most central spot in Deep Ellum.

Harlowe MXM follows the mode of Henry's Majestic, another hugely successful concept from the Bread Winners team. The fact that Henry's Majestic, located at McKinney and Monticello avenues, was such a hit is meaningful, because they were able to turn around a seemingly jinxed location that had seen plenty of closures.

Luckily, they won't have that challenge in Deep Ellum, which has become the hottest neighborhood ​in the city for restaurant openings. With a targeted opening date of late 2016, Harlowe MXM will go into the former Catalina Cycle, a motorcycle and scooter supply shop. The remodel will add a patio on the Malcolm X side, plus an additional patio on the rooftop.

Being a Bread Winners cousin, there will, of course, be a significant brunch. A spokesperson says that Harlowe will also provide a "culinary and cocktail experience unlike any other," under the direction of cocktail wunderkind Alex Fletcher (a nominee for Tastemaker Bartender of the Year), beer mastermind Josh Uecker, and the culinary brain trust of Jim and Cindy Hughes and Adam Kovac.

As for the name, Harlowe is the name of the owners' French bulldog. The Hughes are animal lovers and have named many of their projects after their pets; for example, Henry's Majestic is named for their back lab Henry. And "MXM" stands for Malcom X at Main.