Tart & Tartan Awarded National “Backing Small Businesses” Grant
Opelika, Ala. - Opelika Main Street is proud to announce that Tart & Tartan, a locally owned bakery in the heart of Downtown Opelika, has been selected as a recipient of the Main Street America x AMEX Backing Small Businesses grant. Chosen from thousands of applicants across the country, Tart & Tartan stood out for its strong community support, clear operational needs, and compelling vision for growth.
For owner Mary Kathryn Whatley, the grant addresses one of the bakery’s biggest challenges: visibility. Despite its loyal customer base, many first-time visitors struggled to locate the storefront.
“Improving visibility has been a major need for us,” Whatley said. “Customers often call saying they’ve driven around and can’t find us. This grant has allowed us to make physical improvements that solve that problem, while also adding ‘pretty’ accents that highlight the unique character of our store. I’m incredibly thankful.”
The bakery has already begun implementing improvements funded by the grant. Exterior upgrades include the installation of three new awnings, a street-facing sign, and branded vinyl decals featuring the bakery’s logo and business hours. Inside, new plaid wallpaper enhances the seating area and creates a warm, inviting atmosphere for guests. Operationally, the bakery has added a new freezer to expand its product offerings, as well as a mixer and additional shelving to support kitchen efficiency. These enhancements strengthen the customer experience while also contributing to the vibrancy and economic vitality of Downtown Opelika.
With increased visibility and expanded production capacity, Tart & Tartan anticipates meaningful growth over the next 12 to 24 months. The refreshed storefront is expected to attract more foot traffic, while the updated interior provides an appealing backdrop for social media engagement, further boosting online visibility. The additional freezer space and equipment will allow the bakery to offer more of its most-requested items and better meet demand during peak seasons such as Christmas and Easter.
The bakery’s success has been shaped by the unwavering support of its customers, and Whatley emphasized how deeply she values that relationship. “The local community has been incredibly supportive of us. From the beginning, we have had so many people give us a chance by trying our food. Repeat customers continually share how they’ve been telling their friends and colleagues about our bakery. I’ve been amazed by the number of people who have requested stacks of our business cards to share at events. Our customers share their lives with us - celebrations, stories, even goodbyes - and I cherish that. This grant allows us to better meet their needs, expand our offerings, and hopefully increase traffic not just to our business, but to our neighbors as well. We love Downtown Opelika and look forward to continuing to grow along with it.”
For more information about Tart & Tartan, click here.
