BATON ROUGE, Louisiana – Vicious Biscuit, the hottest fast-casual biscuit experience in the Southeast, is set to redefine the breakfast scene as it unleashes the next phase of its national franchise expansion strategy. The brand is excited to announce its newest franchise partners, Zack Trujillo and Chris Miller, are joining the breakfast rebellion as they sign on to bring a taste of Vicious Biscuit to the Baton Rouge area. Residents can look forward to enjoying Vicious Biscuit’s scratch-made biscuits filled with bold, chef-inspired ingredients and Southern hospitality.
Trujillo and Miller share a deep-rooted history that spans over a decade, marked by a strong bond of friendship and a shared entrepreneurial spirit. Over the years they’ve capitalized on several business opportunities, including three Crumbl cookie franchises. The dynamic duo was in the process of looking for a new concept to expand their business portfolio when they discovered Vicious Biscuit on social media.
“The brand’s energy and the undeniable appeal of the food struck me immediately. I thought if Vicious Biscuit wasn’t a franchise, it needed to be,” said Trujillo. “Baton Rouge, and Southeast Louisiana as a whole, are craving more quality breakfast and brunch options, and we knew Vicious Biscuit would be the perfect fit. In the South, biscuits aren’t just food; they’re a way of life. And let me tell you, as a self-proclaimed biscuit connoisseur, you haven’t truly experienced biscuits until you’ve tried Vicious Biscuit.”
The Rise of Vicious Biscuit
Emerging from the culinary epicenter of Charleston, South Carolina, Vicious Biscuit has carved a niche in breakfast and brunch excellence, striking a rebellious balance between fast-casual dining and the genuine hospitality typically associated with traditional full-service establishments. The menu, which showcases cheeky biscuit creations like The Fat Boy, The Flame Thrower, and The Vicious, is complemented by Southern classics such as Beignets, Shrimp and Grits and its signature jams and house-made butters. The drink menu also offers an unexpected twist, highlighting its freshly squeezed mimosas and craft cocktails, for the ultimate vicious experience.
Having successfully disrupted the breakfast fast-casual occasion with its flagship restaurant in 2018, and the opening of five additional company-owned locations, Vicious Biscuit launched its franchising program in early 2023, partnering with emerging brand accelerator Pivotal Growth Partners (PGP) to lead franchise growth and development. With seven franchisee deals totaling nearly 40 units in the works, Vicious Biscuit expects to reach 75 locations over the next five years.
“We are absolutely thrilled to have Zack Trujillo and Chris Miller join the Vicious Biscuit family as we expand into the Baton Rouge market. Their impressive track record in the franchise industry, combined with their entrepreneurial spirit, aligns perfectly with our vision for growth,” said George McLaughlin, Co-Founder of Vicious Biscuit. “Zack and Chris have a deep understanding of what it takes to own and operate a successful franchise, and their commitment to quality and customer service is exactly what Vicious Biscuit stands for. We’re confident that their leadership will introduce the Baton Rouge community to a new level of breakfast and brunch excellence, and we can’t wait to see the impact they’ll make in the area.”
Vicious Biscuit is seeking both single- and multi-unit operators to join the ranks of its breakfast revolutionaries and help spread its Vicious hospitality across the U.S. For more information on franchise opportunities, visit www.viciousbiscuitfranchise.com.
About Vicious Biscuit
Born from the visionary minds of veteran restaurateur George McLaughlin and biscuit innovator Michael Greeley in 2018, this trailblazing fast-casual franchise breakfast brand and biscuits are anything but ordinary. Vicious Biscuit serves up a menu that’s as unapologetically bold as it is delicious. Our locations, rooted in Southern tradition, offer a warm welcome and embody our commitment to unparalleled hospitality. Our award-winning biscuits have garnered numerous “Best Biscuit” accolades, and our fierce flavor combinations are featured on The Cooking Channel’s “Food Paradise.” To learn more about the Vicious Biscuit franchising opportunity, visit www.viciousbiscuitfranchise.com.
About Pivotal Growth Partners
With a combined 50+ years of experience, Pivotal Growth Partners (PGP) has led emerging brands to position themselves for accelerated growth, maximizing brand and shareholder value. As a full-service growth and development consultant firm, PGP’s team of experts builds on a brand’s strengths through the development of systems, processes, people, and culture to collectively drive sustainable growth within the organization. In 2022, PGP was recognized in Inc. magazine’s Inaugural 2022 Power Partner Awards, honoring B2B organizations across the globe with a proven track record for supporting entrepreneurs and helping startups grow. For more information, visit www.pivotalgrowthpartners.com.