Heidi's

01/27/2026

To our regulars and friends who know us ❤️

I’m just going to throw this right on out there…

The online reservation system just isn’t my style. It’s impersonal, it’s stiff, and it’s starting to keep this place from feeling like home. And that matters to me, probably more than anything.

It was appropriate and necessary for the first few weeks while we were feeling out our new space and getting to know some new faces, but now it feels increasingly wrong. All this tech is driving me a little bonkers, to be honest. I just want to feed good folks some good food.

So over the next couple weeks, we’re going to flip the script and keep the bulk of our seats available for walk-ins.

We’re still happy to offer some reservations. Since we don’t have a phone line, the way to reserve moving forward is to hop in the time machine and shoot me a text or send us a message on Facebook. If we can make it work, we will. If we can’t, come on by, sit a spell, and we’ll get you seated as soon as we can.

We’ve got an amazing back-alley space with comfy seats, heaters, music, and a TV, so if you need to wait a bit, enjoy the space and some good conversation, or a bad ball game, or whatever.

The world’s already getting too big, too fast, and too impersonal. Time to change that at Heidi’s.

❤️ Heidi

Send a message to learn more

11/25/2025

Since we finally have a little well-deserved downtime, this feels like the perfect moment for an update:

Our regular hours (posted on Facebook and Google since November 4th) are:

Tuesday–Thursday: 5:00 PM – 9:00 PM
Friday & Saturday: Noon – 9:00 PM

We are closed all this week and will reopen Tuesday, 12/2.

We are accepting — and honestly, highly recommending — reservations through Resy.com.
Personally, I suggest using the “Reserve” button on our Google listing because it’s the most user-friendly and intuitive option.

Will the need for reservations calm down eventually?
Maybe! Maybe not!
I haven’t quite mastered my crystal ball here in beautiful Pine Level just yet.

Helpful Resy Notes:

We currently open bookings seven days out so nobody is tempted to hoard tables.

Please don’t book a table for 2 and show up with 4… or book for 6 and show up with 3. If plans change suddenly, message us on Facebook and we’ll try to make it work.

If there are no tables available to book… then there are no tables available. Trust the process. Resy works — you just have to let it.

And a gentle reminder:

Don’t be a Negative Nelly. It’s not life or death — it’s dinner.
We’re not being exclusive or fancy or anything of the sort; we’re simply managing the flow so that everyone gets fed without waiting forever. If that feels “sad” to a few folks, then we’re probably looking at life through very different lenses.

Fun fact, for the data-inclined:

In our fifteen days of business in November, we fed 2,141 guests, and 1,239 of them booked reservations.
Make of that what you will.

Wishing everyone a safe, full, and happy Thanksgiving — however you choose to spend it.
We’ll see y’all in December. ❤️

Send a message to learn more

11/23/2025

We will be closed the entire Thanksgiving week to spend time with our families. Reopening Tuesday, December 2nd at 5:00. Happy Thanksgiving!!

Send a message to learn more

11/03/2025

We haven’t been “soft opening” in the trendy sense — we’ve just been feeding the people who’ve stood by us for nearly 20 years, the dedicated folks who helped bring this amazing space back from the brink of demolition, and more than a few locals who just happened to wander in at the right time.

Loyalty matters to us, and those relationships are the reason we’re even here to begin with.

We’re easing into things intentionally — not to be exclusionary, but because we’re not willing to risk a repeat of that disastrous “grand opening.” We’re still on pace to go live with Resy.com this week (you’ll see a button on Facebook and on our Google listing), and I’ll be updating business hours soon.

And if you’re waiting for a big Krispy Kreme “hot light” moment… it’s not happening. That didn’t serve us well the first time, and it certainly didn’t serve you well.

Love us or not, we’re here for the long haul. There’s plenty of time for us to get to know each other and decide if we’re going to be friends.

It is neither my intention nor my obligation to meet every request or chase every dollar bill. I’m too old, and I’ve been doing this far too long not to enjoy it... I couldn't have dreamed a better space in a better town, and I'm doing it my way 👩‍🍳😘

We know not everyone will be a fan, and that’s okay. We’ll be here for the ones who are.
❤️🤍💙

– Heidi

P.S. - It saddens me to even have to say this, but the surest way to have the welcome mat snatched out from under you is to be ugly to my staff. They are pure gold, and if you have a beef, it's not with them. "The Dude Abides" but this dudette does not.

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10/21/2025

🌟 🤯 🌟 🤯🌟

We had one wild first week, y’all. We were absolutely overwhelmed (in both the best and worst ways) with more love and business than we could handle — and that’s just not how we're going to do it. We're here for the long-haul, and we're going to do it right 👊

So we’re putting the genie🧞‍♀️ back in the bottle just for a bit.

We started small in Smithfield and grew into something really special, and in hindsight it was a little naïve of us to think we could come out of the gate full-throttle 🏍 here in Pine Level — but hey, we learn fast! 💪🧠🏃‍♀️

We’re currently setting up an online reservation system with Resy (HIGHLY recommended once it’s live) that should be ready in about a week and a half, and then we'll post our ACTUAL hours 🥸and do this thing for real. Until then, we're taking a breath, figuring out how to keep the place stocked with limited storage space, and working hard to recreate that one-of-a-kind Heidi’s atmosphere you all deserve. We’re not quite there yet… but we will be. ❤️

We’ll see you real soon — a little calmer, a little wiser, and ready to serve you right. 🫶🙌

In the meantime, explore and support all the other amazing downtown Pine Level folks: grab a latte ☕ or a life-saving breakfast burrito 🌯 at Pine Street Grind, and a lil' something special 🎁🧀from Charcuterie Charm by Tina. Window-shop your way into the Christmas spirit at Pine Level Hardware & Furniture. Get a jump on your New Year's resolution with a membership to Level 9 Fitness, then undo it all with a sweet treat 🍰🍨🧁from THE SERVING SPOON, Serving Up Scoops, or HannahCakes Bakery. Make sure you're protecting what matters most to you 👨‍👩‍👦at Grice Insurance Solutions, and why not think about a new-you-new-'do at The Hair Cuttery.... and don't forget to see what's about to happen at the The Mane Event 💇‍♀️💆‍♀️💅!!!

Once you see that Pine Level really is the best little town in NC, grab a bottle of Hinnant Family Vineyards wine 🍷, and make sure to swing by and see The Tammy Register Team for all the details on exciting 🤩 new construction 🏡

❤️🤍💙 -Heidi

10/17/2025

Here's the deal folks.... this will be the last post I make for a bit, because I need to dedicate what's left of my energy to trying to make this new thing work:

We're incredibly blessed and incredibly stressed. For almost 20 years in Smithfield, and however many years we'll be in Pine Level, we are small and personal. We have TWELVE tables..... 65-ish seats.

Hundreds of customers turned out over our first two official days open. I'm no math whiz, but I know that doesn't compute.

Show us some grace. All the experience and preparation in the universe couldn't have prepared us. It'll settle down, there will be a natural flow to finding out who loves us and who doesn't, and that's ok. We're not for everyone, and everyone's not for us.

While we settle in, our schedule is going to be wonky, we are going to run out of stuff, and we definitely won't make everyone happy.

We're doing the best we can, and until we get it running like a top, good vibes and french fries ✌️

10/16/2025

Never have I EVER seen a day like this one. I am exhausted and humbled. Trying to convince myself that it will get easier, the kinks will get unkinked, and we will get back into a smoother, less chaotic workflow.
🙏🙏🙏

09/13/2025

After growing this business for almost twenty years, we're in a phase of enormous and exciting change... we are coming to a new town.... a GREAT town.... maybe the best town! We're going to have new faces in new places, new food, new drinks, and an amazing new spot, but one thing isn’t changing:

WE DON'T BITE OUR TONGUES

We aren’t here to water down who we are to win everyone’s favor. We aren’t for everyone, and we don’t want to be.

So if any part of you finds humor or joy in these images, do us both a favor: keep driving. Don’t stop here. Don’t darken our door.

For the rest of you — the ones who understand a difference in opinion is just that.... the ones who can have civil discourse with those with whom they disagree....the ones who still love this country, respect courage, and know right from wrong — our doors will very soon be open wide. Welcome home. 🇺🇸 ❤️🤍💙

09/05/2025

But no one is as good as Charcuterie Charm by Tina! She is the BOARD GAME master

09/03/2025