Small Business Monday—280’s newest pho & noodle spot, White on Rice

white on rice
White on Rice is coming to 280! Photo via Tira Davis for Bham Now

As you know, Birmingham is a diverse city with various cultural businesses in the greater metro area. Let’s take a look at 280’s newest pho and noodle restaurant, White on Rice, and learn more about how it’s a nod to its owner’s heritage.


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What does White on Rice represent?

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Their fried rice is AMAZING! Photo via Tira Davis for Bham Now

White on Rice is a pho and noodle restaurant in the 280 area. Owner Jeff Campbell named his concept as a nod to his heritage.

“I was born in South Korea, but I was adopted when I was four months old and lived my entire life in Birmingham—with the exception of my years in college. I was raised on country music, hunting and fishing so I felt like the name ‘White on Rice’ was appropriate.”

Jeff Campbell, Owner, White on Rice

Campbell chose 280 as the home for his business because he has worked the majority of his career in that area. He created a relationship with the 280 community and it is the area he wants to give back to first by providing them with a nice spot in their neighborhood.

This is what success in Birmingham looks like to Campbell

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You should try the chicken lettuce wrap. Photo via Tira Davis for Bham Now

Seeing so many businesses succeed in Birmingham makes Campbell proud to be a part of this industry. One thing he learned while working in the Magic City is that you have to be willing to dedicate time.

“It is time consuming and if you want to be successful, you have to basically dedicate your life to it. Once you know the area and once you know your clientele in Birmingham, it’s not too hard. It’s about figuring out people in your area and being open minded enough to change with Birmingham.”

Jeff Campbell, Owner, White on Rice

Campbell described Birmingham as a very big, small city that is ever changing—from Gillies to dive bars to breweries. He believes that as long as you’re willing to change with Birmingham, you can be successful in the business industry.

Giving back to the 280 community

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You can also grab a drink—I suggest the Pho-bidden fruit martini. Photo via Tira Davis for Bham Now

When asked what he wanted to bring to the city and its people, Campbell said he is focused on giving back to the service industry community. He is trying to create an entire restaurant group, build it up, sell it then move on to the next relevant concept.

It is important to him to keep up with the evolution of the industry in Birmingham. He plans to continue bringing concepts like White on Rice to the city and providing his people with jobs along the way.

  • Location: 5479 US-280 Birmingham, AL 35242
  • Hours: Tues-Sat 11AM-9PM, Sun 12-9PM, Mon closed
  • Social media accounts coming soon…

Want to learn more small businesses in Birmingham? Check it out other local businesses we love:

Are you excited to try White on Rice? Tag us @BhamNow on socials and let us know!

Tira Davis
Tira Davis
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