Vicious Biscuit
Vicious Biscuit is a fast-casual biscuit-focused breakfast and brunch restaurant chain headquartered in Mount Pleasant, SC, serving consumers through 7 corporate stores and a growing franchise system spanning multiple U.S. states, with menu items priced $3.50-$17 and a reported $1.9M AUV.
- Company typePrivate
- Founded2017
- HeadquartersMt Pleasant, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Vicious Biscuit does
Vicious Biscuit is a fast-casual restaurant concept specializing in biscuit-based breakfast, brunch, and lunch items, founded in 2017/2018 in Mount Pleasant, South Carolina. The menu spans sweet and savory biscuit sandwiches, plates, and sides at price points ranging from approximately $3.50 to $17, positioning the brand as a premium-casual alternative within the U.S. brunch market, which the company cites at $14.6B. The concept operates a hybrid corporate-and-franchise model, with a foundation of corporate-owned locations demonstrating average unit volumes (AUV) of approximately $1.9M and labor costs reported at 26%, a level below typical fast-casual benchmarks.
The company's business model combines company-operated restaurants with an asset-light franchise growth strategy. As of the most recent disclosures, Vicious Biscuit has 7 corporate locations and 14+ operating franchise stores, with 4+ additional units in development. Franchise growth has accelerated materially, with 37 franchise units signed across multiple states including South Carolina, Florida, Indiana, Utah, Virginia, and Ohio. Franchisees invest between $875k and $1.36M per unit, and the company earns revenue through franchise fees, ongoing royalties, and continued corporate store sales. The franchise development program is supported by a 2024 partnership with Pivotal Growth Partners and senior leadership hires, including a CEO (George McLaughlin) and COO (Amanda Kahalehoe) drawn from prior roles at McAllister's, Chick-fil-A, and YUM! Brands.
Revenue channels include in-restaurant dine-in and takeout, a recently launched customer rewards/loyalty app, catering, and branded merchandise. The company raised $1.72M in a December 2022 funding round to support franchise infrastructure. Strategic emphasis is on multi-state regional density before national rollout, with a value proposition built around distinctive biscuit-centric menu innovation and operational discipline imported from senior leadership's prior QSR and casual-dining experience.
Vicious Biscuit firmographics
Firmographics- Name
- Vicious Biscuit
- Legal name
- Vicious Biscuit Franchising, LLC
- Website
- https://viciousbiscuit.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Vicious Biscuit is a fast-casual biscuit-focused breakfast and brunch restaurant chain headquartered in Mount Pleasant, SC, serving consumers through 7 corporate stores and a growing franchise system spanning multiple U.S. states, with menu items priced $3.50-$17 and a reported $1.9M AUV.
- Ownership category
- akta.pro rank
Vicious Biscuit industry classification
Industry- Product category
- Fast Casual Restaurants
- NAICS
- Limited-Service Restaurants (722513), Baked Goods Retailers (445291)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Cafe-Bakeries (Bakery + Coffee/Foodservice) (THAFAFAG)
Keywords
Where Vicious Biscuit is headquartered
LocationHeadquarters
- HQ city
- Mt Pleasant
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Vicious Biscuit business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Restaurant Sales: Revenue from food and beverage sales at corporate-owned restaurant locations. Customers pay for menu items including biscuits, sandwiches, plates, cocktails, and coffee. Operating as fast-casual with dine-in, takeout, and delivery options.
- Franchise Fees and Royalties: Initial franchise fee of $40,000 plus $5,000 development services fee per unit. Franchisees pay ongoing fees as disclosed in the franchise disclosure document.
- Franchise Development: Estimated total investment range of $875,000 to $1,356,667 per franchise location including construction, equipment, and training expenses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual menu items ranging from $3.50 to $17.00 |
| One time/ perpetual license | Multi-year contract | Franchise initial investment: $875,000 to $1,356,667 |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Vicious Biscuit product offering
Product offeringCore offering
Vicious Biscuit is a fast-casual breakfast and brunch restaurant chain that serves over-the-top biscuit creations and Southern comfort food. The company operates both corporate-owned locations and a franchise program, with menu items including biscuit sandwiches, plates, shareables, handcrafted cocktails, and coffee. It also runs a Thanx-powered mobile rewards app, digital gift cards, catering services, and branded merchandise.
Product overview
Vicious Biscuit is a fast-casual breakfast and brunch restaurant chain offering over-the-top biscuit creations and Southern comfort food. Founded in 2017 in Mount Pleasant, SC, the brand operates as both a growing chain of corporate-owned locations and a franchising operation. The product portfolio includes the core restaurant concept with a full menu of biscuit sandwiches, shareables, plates, bowls, gluten-free options, coffee, specialty drinks, and cocktails. Supporting products include a mobile rewards app (powered by Thanx), a loyalty rewards program, digital gift cards, catering services, and branded merchandise. The company also offers a franchise program for expansion across the United States.
Differentiator
Problem solved
Functional benefit
Products and services
- Vicious Biscuit Restaurant Concept Fast-casual breakfast and brunch restaurant offering over-the-top biscuit creations, Southern comfort food, handcrafted cocktails, and shareables, with a one-shift operating model closing at 2:30pm daily.
- Vicious Biscuit Menu Full restaurant menu featuring biscuit sandwiches (Fat Boy, Vicious, Flame Thrower, etc.), shareables, plates, bowls, gluten-free options, coffee, specialty drinks, cocktails, and sides, priced individually from $3.50 to $17.00.
- Vicious Biscuit Rewards Mobile App Custom mobile loyalty application enabling customers to earn points on purchases, receive free weekly biscuits (Monday-Friday dine-in), birthday rewards, and personalized offers. Built on the Thanx platform and available on iOS and Android.
- Digital Gift Cards Digital gift card purchasing and balance-checking service operated through the digitalgiftcardmanager.com platform for use at Vicious Biscuit locations.
- Vicious Biscuit Franchise Program Franchise opportunity offering single and multi-unit development deals with a $40,000 initial franchise fee plus $5,000 development services fee per unit, requiring $500k liquid capital and $1M net worth, with estimated total investment of $875,000 to $1,356,667 per location.
- Vicious Biscuit Catering Catering service for events and group orders, available through the viciousbiscuitcatering.olo.com ordering platform.
- Vicious Biscuit Merchandise Branded merchandise including apparel such as t-shirts, hats, and beanies, plus branded mugs, sold through the Vicious Biscuit merch store.
Companies that use Vicious Biscuit
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Vicious Biscuit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Vicious Biscuit partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Pivotal Growth PartnerscorePartnership with Pivotal Growth Partners to ignite nationwide expansion. Signed 7 new franchise deals totaling 37 units as part of the growth strategy to expand the biscuit breakfast category nationally.
Scale indicators9 records
Recent moves5 records
Expansion highlights5 records
Vicious Biscuit competitors and assessment
Company assessmentBroad incumbents
- Cracker Barrel Old Country Store: Large publicly traded breakfast/Southern comfort food chain with 600+ locations. Overlaps in Southern breakfast positioning and family dining experience, though operates as a broader incumbent across all dayparts.
- Waffle House: Iconic 1,900+ location breakfast chain concentrated in the Southeast. Directly competitive in Vicious Biscuit's core geographic territory and overlapping breakfast occasion, with much greater scale and 24/7 operations.
Direct peers
- First Watch Restaurant Group: Daytime-focused breakfast, brunch, and lunch restaurant chain with 500+ locations. Closest direct peer given shared breakfast/brunch positioning, daytime operating model, and franchise-plus-corporate footprint.
- Snooze, an A.M. Eatery: Breakfast and brunch fast-casual concept known for creative pancake and breakfast variations, operating with daytime hours. Comparable in menu creativity, brand-driven social media presence, and emerging franchise status.
- Another Broken Egg of America: Daytime breakfast and brunch franchise with 80+ locations. Directly comparable as a breakfast/brunch franchise competitor targeting similar Southern-leaning markets.
- Black Bear Diner: Family-style diner chain focused on breakfast and comfort food, with strong Southern and Western US presence. Comparable in comfort food positioning, family-friendly dining, and multi-state franchise model.
- Maple Street Biscuit Company: Biscuit-focused fast-casual breakfast concept with a Southern comfort food menu. Highly comparable in core product (biscuit-centric), daytime operating model, and franchise expansion strategy.
Emerging players
- Eggslut: Fast-casual breakfast concept focused on egg-based sandwiches, operating primarily in California and Las Vegas. Comparable as a fast-casual breakfast concept with strong brand identity and limited geographic overlap.
- Biscuit Love: Nashville-based Southern biscuit brunch concept with a small restaurant footprint and strong local brand. Comparable in biscuit-centric menu and Southern hospitality positioning, though primarily a non-franchised restaurant group.
Regional players
- Hattie B's Hot Chicken: Southern comfort food restaurant group with multiple locations and growing franchise presence. Comparable as a Southern-themed fast-casual brand expanding through franchising, though anchored in chicken rather than biscuits.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Vicious Biscuit social profiles
Digital presenceVicious Biscuit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vicious Biscuit leadership team
Management profileNumber of profiles
Profiles6 records
Vicious Biscuit funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vicious Biscuit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vicious Biscuit
What does Vicious Biscuit do?
Vicious Biscuit is a fast-casual breakfast and brunch restaurant chain that serves over-the-top biscuit creations and Southern comfort food. The company operates both corporate-owned locations and a franchise program, with menu items including biscuit sandwiches, plates, shareables, handcrafted cocktails, and coffee. It also runs a Thanx-powered mobile rewards app, digital gift cards, catering services, and branded merchandise.
Is Vicious Biscuit a public or private company?
Vicious Biscuit is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Vicious Biscuit founded?
Vicious Biscuit was founded in 2017. It employs 101 to 250 people.
Where is Vicious Biscuit based?
Vicious Biscuit is headquartered in Mt Pleasant, United States, in the North America region.
How does Vicious Biscuit make money?
Three revenue lines are on record. Retail Restaurant Sales are the primary driver. The others are franchise Fees and Royalties and franchise Development.
Who are Vicious Biscuit's main competitors?
Broad incumbents on record are Cracker Barrel Old Country Store and Waffle House. Direct peers are First Watch Restaurant Group, Snooze, an A.M. Eatery, Another Broken Egg of America, Black Bear Diner and Maple Street Biscuit Company. Emerging players are Eggslut and Biscuit Love. Hattie B's Hot Chicken is listed as a regional player.
Does Vicious Biscuit have an API?
No public API is recorded for Vicious Biscuit.
What industry is Vicious Biscuit in?
Vicious Biscuit's product category is Fast Casual Restaurants. Its primary akta.pro industry code is THAFAFAG, Cafe-Bakeries (Bakery + Coffee/Foodservice). Its NAICS code is 722513 and its SIC code is 5810.