About WoW

From Brown Baggers to White or Wheat

In 1987, a little sandwich shop opened its doors in Lincoln and quickly became woven into the fabric of our community. Known as Brown Baggers, this local staple built its reputation on quality ingredients and a warm, welcoming atmosphere that made guests feel right at home.

Over three decades, Brown Baggers (and then renamed to White or Wheat) served as a gathering place where neighbors became friends over freshly made sandwiches. In November 2023, Seth and Melissa stepped in to write the next chapter of this cherished sandwich shoppe, bringing with them a vision deeply rooted in midwestern values and a passion for remarkably simple food done right.

The transition to White or Wheat wasn't about reinvention, but rather rediscovery—finding the essence of what made this place special since 1987 and nurturing it to its fullest potential. We've preserved the heart and soul of what our guests have always loved while infusing new energy into every aspect of the experience.

Our Approach

At White or Wheat, we believe the foundation of an exceptional sandwich begins with exceptional ingredients. Our hand-rolled bread, crafted fresh daily, isn't just a vessel for fillings—it's the cornerstone of everything we create. This commitment to craftsmanship reflects our belief that the simplest elements, when treated with care and respect, yield the most remarkable results.

Each sandwich tells a story of simplicity, quality, and the comfort that comes from food made with intention.

More Than Customers, You're Our Guests

When you walk through our doors, you're not just a customer—you're our guest. The distinction matters to us. We've cultivated a warm, homey environment where the bustle of daily life slows down just enough to savor both your meal and the moment.

Our approach is high-touch and heartfelt. We remember names, preferences, and the small details that transform a transaction into a relationship. This isn't just service; it's hospitality rooted in midwestern values—genuine, unpretentious, and warmly familiar.

Our Sandwich Makers

You won't find "employees" at White or Wheat—we have Sandwich Makers, a title that reflects both skill and purpose. Our Sandwich Makers are craftspeople who understand that building the perfect sandwich requires attention, care, and pride in even the smallest details.

Each Sandwich Maker is trained not just in technique, but in our philosophy: that every sandwich represents an opportunity to create a moment of nostalgia, comfort, and simple pleasure. They're the hands and hearts behind our promise to make even the simplest meals remarkable.

Looking Forward While Honoring the Past

While we honor traditions and the nostalgic comfort of familiar flavors, we're also constantly looking forward. Innovation isn't about complexity—it's about finding new ways to highlight simplicity. It's about continual improvement while staying true to who we are and what we value.

Seth and Melissa have infused the shoppe with this balance of respect for tradition and excitement for the future. Under their stewardship, White or Wheat aspires to define and lead the midwestern-style sandwich market, creating experiences that remind us all of the joy found in life's simplest pleasures.

Come rediscover the simplest days with each bite. We're saving you a seat at our table.