Siloam Cafe is a small-town breakfast and lunch eatery that exists for the locals and old-timers. Many "regulars" don't need to see a menu when they come in, and customers often come from families long-established in the town. Located in a blue collar area, the direction for Siloam Cafe's renewed branding hinged on words such as "raw" and "industrial." It also utilizes antique photos from the town's developmental years, allowing customers to connect with the past during their dining experience.