National Franchise Expansion Moves Forward with Massive 10-Unit Deal

INDIANAPOLIS, Indiana (March 20, 2024)Vicious Biscuit, the hottest fast-casual biscuit experience in the Southeast, is set to redefine the breakfast scene in Indianapolis as it unleashes the next phase of its national franchise expansion strategy.

Residents of Indianapolis and the surrounding areas will soon get to experience Vicious Biscuit’s over-the-top scratch-made biscuits, piled high with bold flavors, quality ingredients and served with a generous side of Southern hospitality.

The rapidly growing brand proudly announces its partnership with David Dessner and Steve Wise and their team, who have signed a 10-unit franchise development agreement. This marks one of the largest expansion deals for Vicious Biscuit. Site selection for the first location is already underway.

Dessner has a background in mortgage banking and Wise owns a construction labor and staffing company. Together, they bring a unique blend of passion for food and business acumen to the Vicious Biscuit family. “Our journey with Vicious Biscuit is fueled by a shared love for exceptional food and service. We’re excited to introduce this innovative concept to Indianapolis, a city with a burgeoning food scene that we believe is ripe for Vicious Biscuit’s unique offerings,” said Dessner.

Wise echoes Dessner’s enthusiasm, highlighting the strategic choice of Indianapolis for their development plans. “Indianapolis has a vibrant culture and a growing appetite for unique dining experiences. We’re not just opening restaurants; we’re looking to become a staple in the community, offering a place where food and service are paramount.”

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 creative 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 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 with 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.

George McLaughlin, co-founder of Vicious Biscuit, has extensive experience and success in the franchising industry, which has laid the foundation for the creation and expansion of Vicious Biscuit, making him a guiding force for franchisees.

“We are beyond excited to welcome David and Steve to the Vicious Biscuit family. Their passion for food and service, combined with their entrepreneurial spirit, embodies exactly what we look for in our partners,” adds McLaughlin. “While they may be new to the restaurant industry, our team at Vicious Biscuit has a robust support system in place, built from decades of franchising experience, to guide them every step of the way. We’re committed to ensuring their success and can’t wait to see the impact they’ll make in Indianapolis.”

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