Southern biscuit-centric, fast casual concept spreads Southern Hospitality in new markets, inking 7 new franchise deals totaling 37 units.

MOUNT PLEASANT, S.C. – Son of a Biscuit! After five years of eager anticipation from its loyal customers, Vicious Biscuit has embarked on its franchise journey with its inaugural class of franchise owners, each embodying the values of family, innovation, and a pioneering spirit.  The brand’s first franchisees will lay the foundation for our future growth.

Emerging from the culinary epicenter of Charleston, South Carolina, Vicious Biscuit continues to expand its reach as one of the hottest fast casual breakfast concepts in the Southeast with massive, over-the-top biscuit creations and iconic Southern hospitality. The brand has also secured its status as the “MUST VISIT” breakfast destination for food enthusiasts and tourists alike and is proud to have been voted Best Biscuits in Charleston for four years in a row.

The first Vicious Biscuit location opened in Mount Pleasant in 2018 after the serendipitous meeting of South Carolina chef and caterer Michael Greeley and veteran restauranteur George McLaughlin and their shared appreciation for biscuits and Southern hospitality. With tongue-in-cheek offerings with names like The Fat Boy, The Flame Thrower, and The Vicious and shareables like the Sweet Puppies and Fried Green ‘Maters, local diners were addicted and lining out the door and around the corner for a taste of Vicious.

Following the successful launch of its flagship restaurant, Vicious Biscuit has since added 5 additional restaurants across three states with a seventh in development. In early 2023, the brand started its highly anticipated franchising program with franchise brand accelerator, Pivotal Growth Partners who most recently helped Orlando-based Jeremiah’s Italian Ice expand to nearly 150 units in less than four years.

Now, with its first seven franchisee deals totaling 37 units inked over the last few months, the brand is well on its way to reaching its target of 75 locations within the next five years and will soon be entering new markets across Utah, Florida, Ohio, Mississippi, Indiana, Louisiana, and Alabama.

“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,” says Vicious Biscuit co-founder and CEO George McLaughlin.  “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.”

Cameron Cummins, PGP co-founder and Vicious Biscuit Chief Franchise Officer, knew right away that the brand would resonate with potential franchisees due to co-Founder George McLaughlin’s unique perspective on franchising.

“Aside from an exceptionally delicious product and streamlined-business model, Operators can see that we’re really a franchisee’s franchisor. 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 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,” says Cummins.

Having disrupted the biscuit realm and solidifying itself as a comfort food fast-casual favorite, Vicious Biscuit is seeking both single and multi-unit franchisees to spread its Vicious hospitality across the nation.  With average unit volumes of $2.5 million for its protype locations, franchise partners can expect an initial investment of $744,400 to $1,133,750.

About Vicious Biscuit:

With a viral following attracted by the savory biscuits and unmatched hospitality, the Vicious skull and crossbones and “Body by Biscuit” message can be spotted everywhere across the nation and recognized by other honorary members of the Skully squad. Vicious Biscuit has boldly disrupted the biscuit realm, establishing itself as a fast-casual destination that defies conventional comfort food norms. Their creative and indulgent dishes are infused with the essence of Southern hospitality, epitomizing their cultural core. From the heartfelt welcome to the final bite of their acclaimed, over-the-top, handmade biscuits, the Vicious Biscuit experience cultivates enduring loyalty and ignites a viral fervor among dedicated fans. 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