Franchising

How Vicious Biscuit plans to conquer brunch

South Carolina-based Vicious Biscuit is taking its "Body by Biscuit" messaging and its $2.5 million AUVs cross-country with franchising opportunities.

Photos: Vicious Biscuit

November 15, 2023 by Cherryh Cansler — Editor, FastCasual.com

Brunch is getting a little wilder thanks to Vicious Biscuit's fast casual spin on all things breakfast.

Created in 2018 by former McAlister's franchisee and founder of Bottles Beverage Superstore George McLaughlin and Chef Michael Greeley, Vicious Biscuit opened its first location in Mount Pleasant, South Carolina, introducing a menu full of tongue-in-cheek offerings, including The Fat Boy, The Flame Thrower, Sweet Puppies and Fried Green 'Maters. Five years later, the duo is working toward opening the doors of its sixth and seventh units, which boast average unit volumes of $2.5 million for its prototype locations.

Franchising is also on the company's to-do list, which is why it recently hooked up with franchise brand accelerator, Pivotal Growth Partners. Seven franchisee deals totaling 37 Vicious Biscuit units are underway, meaning the brand should hit 75 locations over the next five years.

"Our partnership with PGP has added decades of growth and development experience to our emerging brand and presents us with a thrilling opportunity to grow in the franchising space," McLaughlin told FastCasual. "Franchise owners will be backed by an experienced support team from all aspects of the business — both development and operations when opening their own Vicious restaurants."

That includes dependable and integrated accounting software.

"We've enhanced the efficiency of our business operations by integrating inventory reporting, labor management and financial reporting into a unified and cohesive financial management system, Restaurant365," he said. "Having a smooth flow of information and coordination across the most essential facets of our operation has prepared us to scale effectively, monitor and locate cost efficiencies and maintain consistency in specifications as we continue to expand."

Cameron Cummins, PGP co-founder and Vicious Biscuit CFO, said he immediately knew that McLaughlin's unique perspective on franchising would resonate with potential franchisees.

"Aside from an exceptionally delicious product and streamlined business model, operators can see that we're really a franchisee's franchisor," he told FastCasual. "With George's experience on 'both sides of the counter,' from his experience at McAllister's Deli as both a corporate employee and the brand's first employee to become a franchisee, potential investors can feel confident that the brand is looking out for the best interests of our people — both our franchise partners and our team behind them."

How it all began

After reading a local food critic's rave review in 2017 about a local caterer looking to start a food truck business focused on biscuits, McLaughlin reached out to Greeley. The duo baked biscuits and exchanged ideas, which led to McLaughlin recommending that they partner to grow the concept via brick-and-mortar locations instead of food trucks. They eventually brought in the holding company and growth platform firm, Pivotal Growth Partners, known for helping Orlando-based Jeremiah's Italian Ice to expand to nearly 150 units in less than four years, to lead franchise growth and development. The rest, of course, is biscuit history.

"Unlike traditional investors, Pivotal is deeply engaged in fostering the growth of the brand, actively contributing insights, systems and processes, expertise, and resources (both human and financial) into our franchise development department," McLaughlin said. "Their involvement extends beyond financial support, embodying a collaborative and symbiotic relationship aimed at steering Vicious Biscuit towards sustained success.

Franchise partners can expect an initial investment of $744,400 to $1,133,750 per store.

Competition is fierce

Although Vicious Biscuit has secured its status as the "must visit " breakfast destination for food enthusiasts and was voted "Best Biscuits in Charleston" for four years in a row by the city's newspaper, McLaughlin understands that the breakfast/brunch category has competition in every dining sector from QSRs, gas stations and fast casual to fine and casual dining.

"Undoubtedly, First Watch holds a prominent position as the formative staple in the brunch segment, but the essence of what we bring to the table is markedly different, keeping us in our own league," he said. "We are striking a balance between the convenience of fast casual dining and the elevated expectations of traditional full-service establishments by prioritizing unparalleled hospitality with great food."

Part of that strategy is the brand's focus on nurturing relationships within the community.

"These connections prove indispensable in navigating the intricate challenges inherent in the restaurant industry," In competitive markets, it's a unique edge that few businesses are leveraging," McLaughlin said. "Now, more than ever, fostering trust and loyalty among consumers is imperative, and there is no better opportunity to express gratitude to our patrons than being good stewards in the communities we serve. This approach empowers businesses to navigate and adapt to evolving trends and economic landscapes, ensuring long-term sustainability."

@devourpower We found BISCUIT HEAVEN in Charleston, SC! 🤤 Thank you to everyone who recommended @viciousbiscuitchs. We loved everything about this place. Their biscuits were buttery and DEVOUR-worthy, and their fried chicken was incredible. 100% recommend this spot! 🔥 #DEVOURPOWER #fyp #foryou #foodtiktok #viciousbiscuit #charleston #charlestonsc #mountpleasant #southcarolina #biscuit #devour #couple #foodies #foodblog #travel #comfortfood #friedchicken #crabcake ♬ Lollipop - The Chordettes

Franchising

About Cherryh Cansler

Cherryh Cansler is VP of Events for Networld Media Group and publisher of FastCasual.com. She has been covering the restaurant industry since 2012. Her byline has appeared in Forbes, The Kansas City Star and American Fitness magazine, among many others.

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