Started From a Pop-Up Now We're Here. Early mornings, loading a van, setting up a farmer’s market tent in the cold, heat, rain and sun. The first HERO outpost was a shared commercial kitchen where founder Wil Drake’s 2-day process of making brioche-style, yeast doughnuts started. Fresh fruit cooked down and mixed into glazes and fillings, topped with crunchy nuts, streusel, chocolate and sprinkles became the expression of joy that customers feel when they taste our doughnuts. What started as a “pop-up” grew into a market stall where folks lined up and the doughnuts sold out regularly. It became evident that doughnuts matter -- they bring people together, spark joy and satisfy our cravings with more than just sugar. HERO is now a restaurant that continues to evolve with a variety of fun, satisfying sandwiches, salads and treats. Wil Drake wants to make folks happy, and it's his earnest effort to maintain quality without compromise and his commitment to hard work that has elevated HERO to its cherished place in the Birmingham community, with plans to spread joy throughout the land.