Unprecedented Growth and Innovation Mark the Franchises’ First Quarter

CHARLESTON, S.C. — (April 18, 2024) – Vicious Biscuit, the hottest fast-casual biscuit franchise, celebrates a remarkable first quarter of 2024 with significant achievements and ambitious plans for continued expansion. The brand’s unique blend of culinary creativity and exceptional hospitality has not only captivated the Southeast but is now set to delight diners in seven new states.

In a significant expansion move, Vicious Biscuit has awarded 38 units across eight franchise groups in the last six months, marking its entry into Alabama, Louisiana, Ohio, Indiana, Utah, Mississippi, Tennessee, and further expansion into Florida. This growth reflects the brand’s robust franchise development strategy and its appeal to entrepreneurs, both new and experienced, nationwide.

Recognized for its revolutionary impact on the breakfast/brunch space, Vicious Biscuit has raked up several impressive accolades, including:

Leadership Milestones

Vicious Biscuit continues to expand the strength of its corporate team — moving individuals with extensive experience and success in the franchising industry into key roles with the brand.

Amanda Parker has recently been promoted to the role of Director of Marketing. With five years of seasoned operational and marketing experience at Chick-fil-A, Amanda’s leadership will focus on implementing the brand’s marketing strategy, supporting franchisees through development and opening, and driving growth and brand awareness.

Doinita Leahu, formerly of Chick-fil-A, was also promoted to Director of Training. Having joined the brand in 2021, Doinita most recently served as the general manager of the brand’s Neptune Beach location. With years of operational and new store opening experience, Doinita’s primary focus is on maintaining top-tier training standards and operational efficiency across the system including overseeing the training team for new store openings.

Amanda and Doinita’s advancements reflect Vicious Biscuit’s dedication to fostering a culture of empowerment and leadership among women in the franchising industry.

Innovative Marketing and Operational Strategies

With innovation at the forefront, the brand recently completed an Attitude, Awareness, and Usage (AAU) Study conducted by leading research firm Technomic. Designed to delve deep into the brand’s market positioning, consumer insights, brand effectiveness, and awareness, the insights garnered from this study are set to shaping Vicious Biscuit’s franchise growth strategy and consumer marketing plan as it scales to new markets across the United States.

Leveraging insights from the study, Vicious Biscuit has enhanced its New Store Opening Marketing Strategy through collaboration with its experienced Fractional Chief Marketing Officer and Local Store Marketing consultant. This strategy is geared towards raising awareness for new store launches and markets, fostering community engagement, and building anticipation around the unique dining experience offered by Vicious Biscuit.

Additional marketing initiatives centered on research and development involve the launch of Vicious Biscuit’s first Limited-Time Offer (LTO) of the year, the Spicy Chicken Bacon Ranch biscuit. The brand’s latest R&D creation has already generated buzz with a feature in Nation’s Restaurant News — which highlights the craving for the chef-inspired menu items Vicious Biscuit does best.

Operationally, the brand introduced a new digital training platform, Expandshare, to enhance scalability and ensure uniform and effective training throughout the franchise system. This training platform not only ensures compliance with brand standards regarding customer experience and food quality but also promotes consistency in brand education across all organizational levels. Each member of the Vicious Biscuit team undergoes consistent training on critical elements including brand identity, culture, hospitality standards, service protocols, and menu knowledge.

Vicious Biscuit: Still to Come

The brand’s growth trajectory continues with the opening of its seventh corporate location on April 8 in Columbia, South Carolina, with weeklong Grand Opening celebrations from April 29 – May 4. The brand’s first franchise location in Akron, Ohio, is slated to open in early May.

As Vicious Biscuit moves forward, the focus remains on guiding currently signed franchisees through the site selection process to realize their openings to maintain the brand’s momentum and ensure its presence in key markets across the United States.

Vicious Biscuit is seeking 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.