Experienced Restaurateurs Set to Bring the Breakfast Rebellion to Auburn
AUBURN, Alabama – 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 in Alabama. The rapidly growing brand is excited to announce its newest franchise partners, Brandon and Jenny Miller, with a newly signed franchise development agreement for a location in Auburn, where residents of the city and surrounding areas will soon get to experience Vicious Biscuit’s over-the-top scratch-made biscuits, piled high with bold, chef-inspired ingredients and served with a generous side of Southern hospitality.
The Millers, who have deep roots in the franchise industry, particularly with their successful tenure at Zaxby’s, recognized Auburn’s untapped potential for a concept like Vicious Biscuit. Auburn’s status as a university town brings a diverse population of students, faculty, and residents, along with a bustling activity calendar, filled with university events, sports, and local celebrations.
“We’ve observed a real need for more quality-focused, casual dining options in Auburn, especially for breakfast and brunch,” said Brandon Miller. “Vicious Biscuit’s model of quick, casual service combined with its creative and high-quality biscuit creations is exactly what local residents and the university community have been craving.”
“Vicious Biscuit is not just another restaurant,” adds Jenny Miller. “We see it as a future hotspot for brunch celebrations, family gatherings, and a regular hangout for students and faculty alike.”
The decision to join the Vicious Biscuit family was fueled by a desire to bring their wealth of experience and enthusiasm to a brand poised for nationwide recognition and success. “Joining Vicious Biscuit felt like reigniting that initial spark we had with Zaxby’s — the thrill of being part of something fresh and growing,” said Brandon Miller. “We were captivated by Vicious Biscuit’s unique approach to breakfast and its commitment to quality. We’re thrilled to be part of a brand that values our input and experience, and we can’t wait to introduce this extraordinary dining experience to our community.”
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 tongue-in-cheek biscuit creations like The Fat Boy, The Flame Thrower, and The Vicious, is complemented by Southern classics such as Sweet Puppies, Beignets, Shrimp & 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 in the next five years.
“Alabama is about to get a taste of something truly special with Vicious Biscuit, and we couldn’t be happier to have Brandon and Jenny Miller leading the charge,” says George McLaughlin, co-founder of Vicious Biscuit. “Their passion for the restaurant industry, vast experience, and keen insight into the Auburn community make them the perfect duo to introduce our brand to this area. We’re excited to see how their expertise will shape Vicious Biscuit’s presence in Alabama.”
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 United States. 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.