You use a combination of preproduction, the proper tools and techniques.
First, you have to examine the script; do you absolutely have to shoot on the main street? If absolutely unequivocally yes, scout the location to find the less busy times of day, then set up your shots to minimize the noise coming into the mic(s). In other words, don't have the characters with their backs directly to the noise.
Use a shotgun mic and lavs; monitor the audio carefully. A skillfully wielded shotgun will yield the best signal to noise ratio. Well placed lavs are also a very viable option.
When shooting is completed capture copious ambient sound.
In audio post you strip out the noise between lines of dialog and fill the "holes" with the ambient sound or greatly reduce the noise volume between lines of dialog. You can use the dialog from close-ups during 2-shots, etc. Your last option should be ADR.
With the proper planning, techniques and tools you can usually avoid ADR.