Biscuit Belly

What Biscuit Belly does

Biscuit Belly is a privately held fast-casual restaurant franchise founded in 2019 in Louisville, KY, by husband-and-wife team Chad Coulter (CEO) and Lauren Coulter (Chief Biscuit Eater), both former pharmacists. The chain operates a scratch-kitchen model centered on proprietary biscuit sandwiches (Rockwell, Rockwell Supreme, Go Goetta, Biscuit Bennie, The Love Shack, The G.O.A.T., Boozy Bird, Basic Biscuit) along with sides like Bonuts and Loaded Tots, alongside biscuits and gravy. The company maintains in-house preparation of pimento cheese, berry jam, sauces, and most menu items, with no commissary or frozen production infrastructure. As of the input data, Biscuit Belly operates 14 locations across 6 states (Kentucky, Georgia, Alabama, Virginia, North Carolina, South Carolina, Ohio, Texas) with 6 franchised units and 8 company-owned units, plus 6 additional locations in the development pipeline targeting the Southeast in early 2026.

The business model is multi-channel: dine-in accounts for approximately 75% of customer transactions, with online ordering through the website and mobile app (iOS and Android) and a catering channel positioned as the second-largest revenue stream. Catering targets corporate breakfasts, healthcare facilities, and community events with a 99% on-time delivery rate, a $100 delivery minimum, and a tiered cash-back Catering Rewards program (3% on $500-$3,000 annual spend, 6% above $3,000). The Belly Bucks consumer loyalty program supports repeat visit frequency, and seasonal menu launches (peach in summer, fall pumpkin, Valentine's Day heart-shaped biscuits, spring lavender) drive recurring marketing moments. Revenue per location is not disclosed, and the company is founder-controlled with no institutional or private equity backing.

Distribution is hybrid: 6 franchised locations and 8 company-owned locations generate both retail revenue and franchise/royalty fees. Marketing relies on organic social (Facebook, Instagram, TikTok), the Belly Bucks loyalty program, email/SMS, content marketing through The Belly Blog, and community event sponsorships (ISCO Championship PGA TOUR event, Bourbon and Bowties, Veterans Day free meals for 1,672 veterans in 2024). The company has earned industry recognition including #65 on the UGA 2026 Bulldog 100 list, First Place at the Gravy Cup for Best Non-Traditional Gravy, and eight Best of Hoover 2025 category wins. Founder Chad Coulter has publicly stated a long-term vision of 50-70 stores by 2030.

Name

Biscuit Belly

Legal name

Biscuit Belly

Website

https://biscuitbelly.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Biscuit Belly is a privately held fast-casual franchise founded in 2019 in Louisville, KY, serving scratch-made Southern biscuit sandwiches and comfort food across 14 locations in 6 states, with dine-in, catering, and a mobile loyalty program.

Ownership category

akta.pro rank

Product category

Fast-Casual Restaurants

NAICS

Baked Goods Retailers (445291)

SIC

Retail-Eating Places (5812)

akta.pro industry

PRIMARYTHAFABAL

Breakfast & Brunch Fast Casual

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Fast Casual Restaurants

SECONDARYTHAFAFAG

Cafe-Bakeries (Bakery + Coffee/Foodservice)

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Bakeries & Patisseries

SECONDARYTHAFADAH

Dessert Cafes (Coffee + Desserts)

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Cafes & Coffee Shops

Keywords

• Fast casual dining
• Southern comfort food
• Biscuit sandwiches
• Breakfast catering
• Restaurant franchise

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Offices18 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Dine-in Restaurant Sales: Primary revenue stream from customers dining in-house. 75% of customers choose to dine in-house. The brand operates as fast-casual format offering Southern comfort food with creative twists on classics.
2. Online Ordering: Customers can order online through the website and mobile app for pickup.
3. Catering Services: Catering is a close second revenue channel after dine-in. Company offers breakfast and brunch catering for events including corporate breakfasts, healthcare facilities, celebrations, and community events. $100 minimum for delivery.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Biscuit Belly operates a fast-casual brunch restaurant chain centered on scratch-made Southern biscuit sandwiches, biscuits and gravy, and signature appetizers such as Bonuts and Loaded Tots. The company sells its food through company-owned and franchised dine-in locations, online ordering via its website and mobile app, and a growing catering channel serving corporate, healthcare, and community events. The proprietary biscuit recipe, baked fresh in-house around the clock, anchors the menu alongside seasonal limited-time offerings.

Product overview

Biscuit Belly is a fast-casual brunch restaurant chain offering scratch-made Southern comfort food centered around biscuit sandwiches. The core product portfolio includes signature biscuit sandwiches (Rockwell, Rockwell Supreme, Go Goetta, Biscuit Bennie, The Love Shack, The G.O.A.T., Boozy Bird, Basic Biscuit), appetizers (Bonuts, Loaded Tots), and biscuits and gravy. The company operates a seasonal menu strategy with recurring peach, fall, spring, and Valentine's Day limited-time offerings. Supporting services include catering with a 99% on-time delivery rate, the Belly Bucks loyalty program with free Bonuts signup reward, a mobile app for iOS and Android, and online ordering. Founded in 2019 in Louisville, KY by former pharmacists Chad and Lauren Coulter, the brand has grown to 14 locations across 6 states with additional Southeast openings planned for 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Biscuit Sandwiches
• Bonuts
• Loaded Tots
• Biscuits and Gravy
• Gravy Train
• Peach Menu
• Fall Menu
• Valentine's Day Seasonal Items
• Spring Lavender Drinks
• Catering Services
• Belly Bucks Loyalty Program
• Biscuit Belly Mobile App
• Online Ordering Platform
• Biscuit Belly Franchise Program

Quantifiable outcome

• 75% of customers dine in-house
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• ISCO ChampionshipcoreGTM or Marketing Partner · 8 July 2025Biscuit Belly served as the Official Breakfast Partner for the 2025 ISCO Championship tournament. Provided meals for PGA TOUR players and caddies with special setup on the practice range at Hurstbourne Country Club. Reflects company's commitment to highlighting Kentucky's culinary talent.
• The Peach TruckcoreStrategic or Co-development Partner · 22 May 2025Seasonal partnership for fresh Georgia peaches. The Peach Truck delivers fresh peaches straight from the orchard to Biscuit Belly locations. The partnership highlights Biscuit Belly's commitment to working with local partners. Peach Truck makes stops at Louisville locations throughout summer, and customers can pre-order peaches for pickup.
• Feed LouisvilleminorOthersCommunity partnership through the No Waste, No Hunger campaign. Combined efforts of three Louisville locations raised $773.85 from nearly 1,600 contributors. Feed Louisville collects surplus food from restaurants to repurpose into meals for unhoused and food-insecure neighbors.
• Giving KitchenminorOthersParticipated in the Dining With Gratitude campaign supporting food service workers in times of crisis. Raised $1,690 across participating locations, rounded up to $2,000 by the company. Giving Kitchen provides financial assistance for food service workers facing unexpected hardships.
• Oxmoor Auto GroupminorOthersCommunity partner for the Puppy Day event at The Healing Place. Joint effort to bring joy to men in recovery through puppies and breakfast treats.
• Kentucky Humane SocietyminorOthersCommunity partner for the Puppy Day event at The Healing Place. Partnered to bring puppies for therapeutic interaction with men in recovery.
• The Healing PlaceminorOthersHomeless shelter and recovery program serving nearly 1,000 clients daily. Biscuit Belly provided breakfast treats and puppy therapy for men on their recovery journey at the men's campus in Downtown Louisville.
• Norton Children's HospitalminorOthersBeneficiary of the Bourbon and Bowties event for 7 years. Event cares for around 215,000 children every year across Kentucky and Southern Indiana.

Scale indicators9 records

Recent moves15 records

Expansion highlights5 records

Direct peers

• Biscuit Love: Nashville-born Southern brunch concept famous for its biscuit-based menu and Bonuts-style sides. Closest regional peer in both product (biscuit sandwiches) and dining experience (chef-driven fast-casual brunch).
• Snooze, an A.M. Eatery: Denver-based fast-casual brunch chain known for creative pancake and breakfast scratch menus. Comparable in chef-driven, Instagram-friendly brunch positioning and franchise growth strategy.
• First Watch Restaurant Group: Public fast-casual breakfast/brunch/lunch chain with ~500 locations. Closest scaled comparable in daypart and Southern-leaning menu, though it spans eggs, pancakes, and sandwiches beyond biscuits.
• Maple Street Biscuit Company: Jacksonville-based fast-casual chain built around scratch-made biscuit sandwiches and Southern comfort brunch. Direct head-to-head competitor to Biscuit Belly with a near-identical product, format, and daypart focus.
• Another Broken Egg Cafe: Fast-casual daytime cafe franchise serving Southern-inspired brunch all day. Competes with Biscuit Belly for the same brunch occasion, dine-in customer, and franchisee pool.
• Eggs Up Grill: Fast-casual breakfast/lunch franchise headquartered in the Carolinas. Competes for the same morning daypart and Southeastern real estate as Biscuit Belly's pipeline markets.

Broad incumbents

• Black Bear Diner: Fast-growing family-dining chain built around scratch comfort food, breakfast all day, and a bear-themed family experience. Overlaps Biscuit Belly on Southern-leaning comfort food and dine-in family positioning.
• Cracker Barrel Old Country Store: Public Southern comfort-food chain with ~660 locations and a breakfast daypart that overlaps Biscuit Belly's biscuits-and-gravy heart of menu. Larger incumbent with broader lunch/dinner appeal that anchors the Southern breakfast category.
• Waffle House: Iconic Southern 24/7 diner chain with deep penetration across Biscuit Belly's core Southeast footprint. Sets the baseline for Southern breakfast convenience and price expectations in the same geos.
• IHOP: National breakfast/pancake incumbent with deep brand recognition and franchise footprint. Represents the broader breakfast daypart competitive context Biscuit Belly competes in for share of stomach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/biscuitbellybiscuits
• Instagraminstagram.com/biscuitbellybiscuits
• TikToktiktok.com/@biscuitbellybiscuits
• LinkedInlinkedin.com/company/biscuitbelly

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Biscuit Belly