Homewood ice cream shop debuts from creator of Hero Doughnuts

It has been a whirlwind week for Wil Drake. Just days after successfully relaunching his former doughnut cafe under the new banner Full Circle, Drake is ready to unveil his latest culinary endeavor.

A Sweet New Addition to Homewood

New Shoes, a fresh concept featuring soft serve ice cream, is officially opening its doors at noon this Thursday. The team confirmed the debut on social media Wednesday, writing, “See you jokers at NOON SHARP tomorrow. LETS GO. We can’t wait see yall!!” You can find the shop located at 2856 18th St. S., Suite A.

From Hero to Full Circle

Drake, who originally founded Hero Doughnuts & Buns in 2016 alongside photographer Jason Wallis, has been navigating a busy transition period. The brand first launched its first brick-and-mortar location in Homewood in 2017, eventually scaling into a major chain with the support of the Pihakis Restaurant Group. That partnership included collaboration on concepts such as Little Donkey, Joyland, and Rodney Scott’s BBQ.

Following a significant expansion, Hero eventually rebranded as Hero Diner. However, Drake departed the company in February 2026, and co-founder Wallis left the operation in 2024. By April 2026, the chain began closing locations, with the company shuttering all of its Alabama restaurants by the end of the month.

Navigating Industry Shifts

The Pihakis Restaurant Group has faced a challenging month, closing over a dozen establishments while managing substantial lawsuits and financial liens totaling more than $12.6 million. Despite this industry turbulence, some Pihakis-affiliated restaurants have managed to stay in operation under new ownership.

Drake, meanwhile, is moving forward with his own vision. In early May, he announced plans to reboot the flagship Homewood spot, vowing on the Full Circle Doughnuts website that the new venture would be “done the way it should have stayed.”