Seasoned Restaurant Veterans to Lead Brand’s Biggest Expansion to Date with Record 10-Unit Development Deal

AUGUSTINE, Fla. (March 20, 2024) Vicious Biscuit, the hottest fast-casual biscuit experience in the Southeast, is set to redefine the breakfast scene in Florida as it unleashes the next phase of its national franchise expansion strategy. The brand proudly announces its partnership with Matt Strickland and his team, who have signed a landmark 10-unit franchise development agreement. This marks the largest new franchise agreement for Vicious Biscuit, signaling a significant expansion into several diverse and dynamic markets in the Sunshine State, including Duval and St. John’s counties.

Strickland is a seasoned veteran in the restaurant industry with over 25 years of experience. His extensive background includes launching the first Zaxby’s franchise location in Florida. He currently owns and operates Zaxby’s and Mellow Mushroom outlets. Strickland’s decision to invest in Vicious Biscuit, an emerging concept, is driven by his keen eye for potential and a deep belief in the brand’s unique appeal.  

“I first discovered Vicious Biscuit while on vacation in Charleston, South Carolina, in 2020. I was immediately struck by the brand’s unique appeal – from its standout branding to its operational efficiency. But it was the taste of the food that sealed the deal for me. It’s not just good; it’s exceptional,” said Strickland. “I didn’t even know if Vicious Biscuit was planning to franchise at the time. But I knew I had to have one, if not 10. We’re excited to bring this unique dining experience to Florida.” 

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 playfully named biscuit creations like The Fat Boy, The Flame Thrower, and The Vicious, is complemented by Southern classics such as Sweet Puppies, Beignets, Shrimp and Grits and its signature jams and house-made butters. The drink menu also offers an unexpected twist, highlighting 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. 

“Partnering with Matt Strickland and his team is a milestone for Vicious Biscuit,” said George McLaughlin, co-founder of Vicious Biscuit. “We already have a presence in Florida with our corporate location in Neptune Beach. Matt’s vast experience and success in the restaurant industry, coupled with his enthusiasm for our brand, make him an ideal partner for our ambitious expansion into other parts of the state. We’re confident that the expertise of Matt and his team will be instrumental in introducing our unique biscuit creations to a new audience.” 

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 

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. 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