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Mention “saltine” to almost anyone, and nostalgia sets in: a sleeve of crackers with warm soup on a childhood sick day, humble yet comforting. Simple, but nearly perfect. Today, that same spirit defines Saltine, one of the most vibrant additions to Fayetteville's thriving coffee and culinary scene.
To learn more about the story behind this welcoming space, I met with owners Aubrey and James to chat about their eccentric shop on Huntsville Road in South Fayetteville.
Nebraska natives who are no strangers to the food and service industry, Aubrey and James met years ago while working at a bakery. Now parents to two young children, they opened Saltine in early August, with a grand opening on August 18, after downsizing from a 5,000-square-foot shop in Nebraska to a cozy 1,000-square-foot space. When I asked not only “Why Fayetteville?” but also “Why the coffee business?” Aubrey explained, “Our culture centers so much around rituals, and coffee is a point of connection to community and gathering for people. Most everybody can meet up for a cup of coffee.” James added that when a local friend approached them about a space opening up in South Fayetteville, he visited and recalled, “It just hit me, this feeling of I’m driving where I want to go, like going home.” News spread quickly, with crowds nearly out the door on opening day as local food critics and influencers flocked to Saltine. Spoiler: It was all love.
Aubrey, who was busy working on her laptop, slinging quiche and mixing lattes when we met, noted that the concept of “Saltine” stems from a pull toward simplicity and the nostalgia of childhood foods and moments. The decor is eclectic yet curated. Aubrey shared that the wooden whale above the checkout counter was hand-carved by her grandfather, while the featured artwork comes from friends and local artists. Aubrey said they want their space, as well as their menu, to be approachable, and it is. Ingredients and supplies are prominently displayed throughout the shop rather than hidden away, reinforcing their core philosophy that “what you see is what you get” and that “simple” doesn't mean “boring.” Everything is made in-house, from sweet treats to sandwich bread, with James serving as the brains behind the baking. Aubrey even claims that “it’s in his blood.” Armed with 20 years of experience, he can usually be found in the kitchen braiding challah and icing their famous cinnamon rolls.
Beyond crafting great food and drinks, Aubrey and James prioritize building a supportive internal culture. They told me they felt really lucky to have a group of people on their team who really cared about each other, the products and the community. “If you take really good care of your people, it’s like this circle of goodness,” Aubrey said of their staff. That principle applies to both employees and customers alike. To foster a neighborhood atmosphere, they even offer a $1 discount for local cyclists who ride by.
When asked about future expansion, both owners agreed that while they're currently content, they remain open to growing “if and when it makes sense.” As Aubrey put it, “What we’re trying to do here is serve the community that’s right here and figure it out really well, and then who knows what will happen?”
For now, their immediate focus centers on perfecting daily offerings, particularly their weekday items and weekend brunch lineup, which have earned a devoted following. During their first two Saturdays, lines stretched out the door, and social media chatter about Saltine started buzzing. Local influencers have raved about the pastries, the vibe and nearly everything else about the shop. On weekends, Saltine offers an expanded special menu. While the food menu is small but mighty for now, Aubrey says they have plans to integrate more lunch items in the future.
When I asked what they consider their own go-to orders, James pointed to the weekend biscuits and gravy paired with drip coffee, while Aubrey prefers a sweet and savory pairing: a cinnamon roll, avocado toast with a jammy egg and, of course, a drip coffee.
In a competitive local food scene, Saltine fills a distinct niche: a fast-casual atmosphere that still invites guests to stay awhile, striking a balance between a quick coffee run and a lengthy sit-down brunch, all while keeping high quality at the center of the operation.
Whether stopping by for a quick morning coffee or settling in to savor a fresh cinnamon roll, Saltine has carved out a special place in South Fayetteville. Built on simplicity, quality and genuine hospitality, Aubrey and James have created a neighborhood staple that feels like home.
“Our culture centers so much around rituals, and coffee is a point of connection."