Homewood ice cream shop debuts from creator of Hero Doughnuts
The opening comes only a few days after Wil Drake reopened his previous venture, Hero Doughnuts" under another name.
Liam Carter 
It has been a whirlwind week for local entrepreneur Wil Drake. Just days after successfully relaunching his iconic doughnut shop under the new name Full Circle, Drake is keeping the momentum going by opening his latest culinary concept.
New Shoes Arrives in Homewood
The new soft serve ice cream parlor, dubbed New Shoes, is officially set to open its doors at noon this Thursday. The shop shared the exciting news on social media Wednesday, telling followers, "See you jokers at NOON SHARP tomorrow. LETS GO. We can’t wait see yall!!" You can find the new spot located at 2856 18th St. S., Suite A.
A Fresh Start
Drake, who originally founded Hero Doughnuts & Buns in 2016 alongside photographer Jason Wallis, has been navigating a period of significant change. The original venture grew into a Southeast chain with the backing of Pihakis Restaurant Group, a major hospitality player behind local favorites such as Little Donkey, Joyland, and Rodney Scott’s BBQ.
Following his departure from the Hero brand in February 2026, the company faced a turbulent spring. By late April 2026, the chain had closed all its locations in Alabama amidst broader legal and financial challenges facing the Pihakis Restaurant Group, which has shuttered over a dozen restaurants in recent weeks.
While other Pihakis-affiliated restaurants have opted to continue under new ownership, Drake is focusing on his own path forward. He recently announced plans to reboot the original Homewood location with a return to the brand's roots. On the official website for his new venture, Drake noted that the shop is being "done the way it should have stayed," signaling a new chapter for the beloved local staple.
