The name of a long-lived North Omaha black-owned and operated business reads Time Out Foods. “But Time Out Chicken is what everybody tags us as,” says owner Steve Mercer, He’s even bought that Google domain. “That’s the name the people gave us.”

With a sign proclaiming “Omaha’s Best Fried Chicken,” it’s no surprise what’s the signature dish at this 3518 North 30th Street landmark.

Credit for this grassroots branding, he says, goes to its fans.

“We didn’t just create this ourselves. It’s the people that buy it all the time that make it signature. They’re responsible for it.”

He says business keeps growing.

“Everything seems to be flowing and going. It’s been taking off.”

So much so he’s considering expanding and adding new locations.

“I feel like this is just the beginning of something else to happen. This is a good ride.”

The timing’s good with North O revitalization underway after years of stagnation.

“There’s so much more (positive) going on in North Omaha than there ever has been before. It benefits the area when they start putting more stuff in. There’s more people coming around spending money. There’s more traffic.”