The Brand Behind the Breakfast Rebellion is Recognized as a Franchise on the Rise

CHARLESTON, S.C. – (February 12, 2024) – Vicious Biscuit, the hottest fast-casual biscuit experience in the Southeast, is thrilled to be named to FastCasual’s esteemed “20 Brands to Watch” list. In its fifth year, the “20 Brands to Watch” list by FastCasual spotlights emerging brands that show the potential to become future industry leaders.

“We’re beyond excited to be included on FastCasual’s “20 Brands to Watch” list,” said George McLaughlin, co-founder of Vicious Biscuit. “This is a huge honor and a validation of our hard work and passion. It’s incredibly rewarding to see our brand being noticed and celebrated in the industry. This recognition fuels our enthusiasm and gives us even more momentum to grow and bring our unique biscuit experience to more people.”

Since the launch of its first location in Mount Pleasant, South Carolina, in 2018, Vicious Biscuit has successfully disrupted the breakfast and brunch scene — striking a rebellious balance between fast-casual dining and the genuine hospitality typically associated with traditional full-service establishments.

The brand’s success is rooted in its ability to blend traditional Southern flavors with bold, new ingredients. The menu is filled with flavor and fun thanks to biscuit creations like The Fat Boy, The Flame Thrower, and The Vicious. Southern classics such as Sweet Puppies, Beignets, Shrimp & Grits have a Vicious twist, and customers enjoy the extras at the brand’s signature jams and house-made butters. Freshly squeezed mimosas and craft cocktails are also available to add to the ultimate Vicious experience.

Vicious Biscuit has six corporate locations, with a seventh in the works. Even before the rapid expansion of its corporate footprint, the brand’s leadership was bombarded with requests from entrepreneurs interested in opening Vicious Biscuit in new markets. The brand’s franchising program, launched in early 2023 in partnership with Pivotal Growth Partners, has been a significant driver of its growth. With seven franchisee deals totaling nearly 40 units in the works, Vicious Biscuit is on track to reach 75 locations in the next five years.
“From our humble beginnings as a visionary concept to becoming a fast-casual brand to watch, Vicious Biscuit has always strived to push the boundaries of traditional breakfast and brunch offerings,” McLaughlin added. “Our inclusion in this prestigious list gives us even more motivation to continue innovating and expanding our reach.”

For more information about Vicious Biscuit and its franchising opportunities, visit

About Vicious Biscuit

Born from the visionary minds of veteran restaurateur George McLaughlin and biscuit innovator Michael Greeley in 2017, this trailblazing fast-casual franchise breakfast brand and biscuits are anything but ordinary. Named to FastCasual’s “20 Brands to Watch” list in 2024, 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

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