Land of Saints Prepares for a Breakfast Rebellion

SALT LAKE City, Utah (January 22, 2024) – 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 and heads west to Utah. The brand is thrilled to welcome its newest franchise partners, Andy Barron and Eric Price, to the breakfast rebellion with a newly signed five-unit franchise development agreement across the Beehive State, where residents will soon experience a taste of 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 team leading Vicious Biscuit’s foray into Utah brings a rich and diverse background in the business and culinary world. Their introduction to Vicious Biscuit began during a serendipitous visit to the brand’s Mount Pleasant restaurant in South Carolina. Impressed by the exceptional quality of food and the welcoming atmosphere, they knew they had found something special.

“The moment we stepped into Vicious Biscuit, we knew it was more than just a meal; it was an experience we had to bring to Utah,” said Barron. “The brand’s commitment to quality, coupled with a vibrant and welcoming environment, is outstanding. We’re thrilled to be at the forefront of Vicious Biscuit’s expansion to the West.”

Eric Price, a professionally trained chef with over two decades of culinary expertise, was equally impressed by the quality and presentation of Vicious Biscuit’s menu. “As a chef, I appreciate not only the taste but also the presentation of food. Vicious Biscuit excels in both, making every dish a feast for the senses.”

The team plans to open five new locations along the I-15 corridor, covering a significant stretch of Utah. This strategic move is set to introduce a fresh and dynamic dining option to various parts of the state, known for its chain-dominated restaurant market.

“We’re thrilled to announce our partnership with Andy and Eric to introduce Vicious Biscuit to Utah,” said George McLaughlin, co-founder of Vicious Biscuit. “Having been regular visitors to the Charleston area and patrons of Vicious Biscuit for several years, they consistently expressed interest in franchising. When we finally launched the program, reaching out to Andy and Eric was a natural choice. With their extensive experience and a shared passion and commitment to the brand, they are perfectly positioned as partners for our expansion. We are confident that Andy and Eric will bring our distinctive southern hospitality to Utah, creating a breakfast hotspot that the local community will embrace.”

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.

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