Some places don’t need flashy signs or trendy menus to win you over in North Carolina. Tucked along a busy highway, this humble spot has quietly perfected the art of slow-cooked whole hog barbecue for more than sixty years.
The smell of oak smoke drifts across the parking lot before you even open the door, and one bite tells you why folks keep driving out of their way. Get ready to discover a genuine taste of Eastern Carolina tradition.
A Highway Landmark Rooted in Carolina Soil
Cruising down US-70 toward the coast, plenty of travelers spot this low brick building and simply keep going, never realizing what they’re missing. That would be a mistake worth avoiding.
Sitting at 4172 US-70 in Goldsboro, this barbecue restaurant has anchored the stretch of highway since 1962. It first opened as Hill’s Barbecue before founder Wilber Shirley put his own name on the front and turned it into a household word across the region.
Generations of beachgoers, local families, and personnel from nearby Seymour Johnson Air Force Base have made this a regular stop. For many, pulling in here is as much a part of the trip as reaching the shoreline itself.
Longtime customers describe it as a genuine institution, a landmark in the state’s rich barbecue landscape. One regular shared he has been coming for over forty years, calling it simply the best in the state.
That kind of loyalty doesn’t happen by accident. It’s earned one smoky plate at a time.
The Story Behind the Smoke
Every beloved eatery carries a story, and this one nearly lost its ending. Back in 2019, the doors closed, and fans across the region feared a piece of Carolina history had faded for good.
Then something wonderful happened. A group of local investors, led by Willis Underwood, stepped in to rescue the place.
In June 2020, the pits fired back up, and the decades-old traditions rolled on without missing a beat.
Founder Wilber Shirley, the man who built the reputation, passed in April 2021, but the way he cooked lives on in every hand-chopped serving. Underwood has personally welcomed visitors, guiding them through the pit area and explaining exactly how things are done.
One returning customer who first tasted the barbecue in 1976 came back years later and declared it better than he ever remembered. That comment says everything about the careful hands now running the show.
The new stewards clearly understood that they weren’t just buying a restaurant. They were keeping the coals of history alive.
Whole Hogs Cooked Low and Slow
Here’s where the magic really happens. Out back, the process starts with split oak delivered in bulk and stacked daily, then burned down into a glowing bed of coals.
Whole hogs, usually weighing between ninety and one hundred pounds, arrive prepped and go onto the pits split-half, skin-side up. They cook overnight, low and slow, over those oak coals in original brick pits darkened by decades of smoke into a glossy patina.
The grease drips down onto the coals, sending up a distinctive smoke that flavors the meat from below. Workers shovel red-hot coals under the hogs by hand, feeding the fire the same way cooks have done for generations.
Once finished, the pork gets hand-chopped into small shreds and seasoned with a tangy vinegar-pepper sauce. Visitors lucky enough to tour the pit house often call it the heart and soul of the operation.
One guest noted the longtime pitmaster judges doneness by the look and sound of the drippings, a skill built over countless hours beside the same fire.
That Signature Vinegar-Pepper Sauce
Forget the thick, sweet, tomato-heavy stuff you might expect. Eastern Carolina does barbecue differently, and the sauce here is proof.
The chopped pork comes glazed with a tang-forward vinegar sauce scattered with pepper flecks. It’s bright, sharp, and just spicy enough to make the smoky meat sing without overpowering it.
Regulars mention the vinegar sauce constantly, and it ranks among the most talked-about details of a meal.
One thoughtful diner described the pork as chopped to a light perfection, all cuts of meat, seasoned exactly right. The smoke doesn’t need to shout because the method already did its work in the pit overnight.
Fans love it so much they haul home bottles by the case as edible souvenirs. Newcomers should know the pork arrives already seasoned in classic style, so if you want extra barbecue sauce on a sandwich, just ask a member of the staff.
That vinegar bite is the taste locals have trusted for decades, the flavor that separates this place from all the others.
Hushpuppies Meet Chicken Gravy
Picture sitting down before your main course even arrives and being handed a warm basket of golden hushpuppies with a bowl of savory gravy. That’s the welcome here, and it’s unforgettable.
The hushpuppies are the single most mentioned item among visitors, and for good reason. They come out crisp on the outside, soft with a slight chew inside, and they land on the table complimentary with every meal.
The twist that surprises first-timers is the chicken gravy served for dipping. Pairing the two isn’t something most folks have tried before, but the warm, savory gravy moistens each bite perfectly without drowning it.
One traveler admitted he’d never tasted hushpuppies at all before stopping in, then couldn’t stop raving about them. Another said the combo hit the spot so well it made him want a second basket immediately.
It’s a small, generous touch that sets the tone before the pork ever arrives. Honestly, some people would happily drive over just for the hushpuppies and gravy alone.
Sides That Refuse to Be Afterthoughts
At a lot of barbecue joints, the sides feel like filler. Not here.
The fixings are treated as a real part of the experience, and diners notice.
The lineup runs deep: homemade slaw, potato salad, macaroni and cheese, collard greens, baked beans, butter beans, fresh-cut fries, and Brunswick stew. The coleslaw earns special praise, described as classic green-only chopped cabbage, vinegar-bright with just enough mayo to hold together.
Guests have called the collards flavorful and cooked just right, never mushy, while the potato salad gets described as light and refreshing. The baked macaroni and cheese draws happy reviews too, and the barbecue potatoes carry a gentle background note of pit smoke.
One family picking up food for a beach weekend grabbed slaw alongside their pork and said everything reheated beautifully. First-time visitors unfamiliar with the offerings often lean on the knowledgeable servers, who steer them toward the right choices.
Each side is built to balance the tangy pork rather than compete with it. Together, they turn a simple plate into a full Carolina feast.
Beyond the Pork: A Menu Full of Options
Pork may be the headliner, but nobody leaves hungry if they’re in the mood for something else. The menu stretches well past the whole hog.
You’ll find grilled barbecue chicken, fried chicken, brisket, turkey barbecue, and baby back ribs. One diner reported the fried chicken clearly came straight from the fryer to the table, not sitting under a warming light, and it showed in every juicy bite.
The barbecue chicken here surprises newcomers, since it’s baked chicken served with that signature chicken gravy rather than smothered in sauce. A longtime customer who moved to the area in the 1970s still orders the baked chicken with gravy and boiled potatoes to this day.
Ribs show up as a weekend special and earn tender, tasty marks. Adventurous eaters can even try the skin tray, pulled right off the pig and pairing nicely with that gravy.
Whether you’re a devoted pork purist or someone chasing crispy fried chicken, there’s a plate with your name on it waiting behind the counter.
Banana Pudding and Other Sweet Endings
Save room. Trust me on this one.
The desserts here have their own fan club, and the banana pudding sits proudly at the top.
One self-described banana pudding snob tried it with her husband, and the two agreed it was the best they’d ever tasted. That’s high praise from people who clearly take their pudding seriously.
Alongside the pudding, the counter offers assorted pies and a carrot cake that keeps popping up in conversations among happy customers. These are the kinds of homemade sweets that make you glad you didn’t overload on hushpuppies earlier.
A slice of pie or a scoop of that creamy, banana-layered pudding rounds out the meal in true Southern fashion. It’s comfort food built to send you back onto the highway smiling.
If you’re heading to the beach, grabbing a dessert to go isn’t a bad idea either. Something tells me it won’t survive the whole drive, and honestly, that’s part of the fun.
Knotty Pine, Red Checks, and Warm Welcomes
Walking inside feels like stepping into a friendlier, slower decade. There are no fake modern renovations here, just honest charm that’s stood the test of time.
The dining rooms wear knotty pine paneling and red check tablecloths, giving the space a cozy, hometown feel. Look around and you’ll spot framed, signed photographs on the walls, including pictures of airplane pilots that regulars love to point out.
The hospitality matches the setting. Visiting hunters from Pennsylvania said they felt like they knew everyone in the room within minutes.
Another guest praised a server named Heather as patient, knowledgeable, and endlessly polite, always refilling the sweet tea before the glass ran low.
Staff frequently offer first-timers a tour of the pit house, going the extra mile to share how everything is made. That generous spirit shows up again and again in the way people talk about their visits.
It’s the sort of place where the walls tell stories and the folks behind the counter treat strangers like neighbors. Southern hospitality, served right alongside the smoke.
Planning Your Visit: Hours, Prices, and Getting There
Ready to make the trip? A little planning keeps things smooth, especially since this spot keeps its own schedule.
You’ll find it at 4172 US-70, Goldsboro, NC 27534, an easy stop for anyone rolling toward the coast. The kitchen serves Wednesday through Saturday from 11 AM to 7 PM, and Sunday from 11 AM to 3 PM.
Mondays and Tuesdays it’s closed, so plan around those quiet days.
Most plates land in the friendly ten-to-twenty-dollar range, making it easy on the wallet for a family meal. Diners consistently call the pricing fair, especially given how much food arrives.
Beyond dine-in, there are convenient options for busy travelers, including order-ahead curbside pickup and a drive-through. Families heading to the beach often grab pints of pork and turkey barbecue to go, and many report it reheats wonderfully all weekend.
Want to phone ahead? Reach them at 919-778-5218 or check the details at wilbersbbq.com.
Whether you dine in beneath the pine paneling or grab a to-go haul, timing your stop right makes all the difference.
Why This Pit Still Earns the Detour
So is it worth going out of your way? Ask the folks who drive two hours for lunch or detour every single beach trip, and they’ll answer with a resounding yes.
What makes this place special isn’t a single dish. It’s the whole package: whole hogs smoked over oak coals overnight, meat hand-chopped and kissed with vinegar-pepper sauce, hushpuppies with gravy, and desserts worth the calories.
Add in a dining room that feels like a warm memory and staff who welcome strangers like old friends, and you understand the decades of loyalty. Some guests call it the best barbecue in the state without hesitation.
It has even hosted notable visitors over the years, including two North Carolina Governors and two U.S. Presidents, though the everyday regulars remain the true heart of the place.
If your travels ever carry you near Goldsboro, treat yourself to this genuine slice of Carolina tradition. Come hungry, stay curious, and don’t forget the sauce.
You’ll leave planning your return before you’ve even finished the pudding.