Vicious Biscuit Capitalizes on a Booming Brunch Trend
Biscuits are essential to life in the South, a fundamental component of a stick-to-your-ribs breakfast. Of course, you don’t have to be a Southerner to appreciate a good wholesome breakfast, nor the benefits of owning a breakfast franchise.
And while breakfast may be the most important meal of the day, it shouldn’t take the entire day. (Not even in the South where brunch can be a very … leisurely … affair.) That was the thinking of Michael Greeley, a self-taught chef with a young family, who just wanted to enjoy an indulgent brunch (that he didn’t cook himself) in a family-friendly atmosphere – and then get on with the day.
But in their Charleston, S.C., hometown, the Greeleys found no such restaurant. Greeley realized he was better off making breakfast for the family, like always. Good thing he made a mean biscuit – a vicious biscuit, in fact.
Meanwhile, Greeley’s catering business, coincidentally named Vicious Biscuit, was getting noticed. A local food critic’s rave review gained the attention of entrepreneur George McLaughlin, who had extensive franchising experience including multi-unit McAlister’s Deli ownership.
McLaughlin was seeking a new breakfast concept and called Greeley. The conversation reportedly went like this: “If your food is half as good as your name, we’ve got something special here.” Thus began their partnership in Vicious Biscuit, now in seven corporate locations in the Southeast, as well as their first franchise in Akron, Ohio, plus 38 franchise units in development.
Good Food, Efficiency and Hospitality
The partners opened their first restaurant in 2018 in Mount Pleasant, S.C., near Charleston, and a second in 2020 in Summerville, S.C. The bold and indulgent menu had locals and tourists lined up beyond the doors for scratch-made biscuit creations including The Fat Boy, The Flame Thrower and The Vicious, as well as shareables such as Vicious Beignets, decadent desserts and cocktails.
But great food wasn’t the only attraction. “They come to us for great service and the experience. We focus on a great team environment because we know that will transfer from the team to the guest,” COO Amanda Kahalehoe says.
“While other restaurant concepts are focusing on technology – robots, kiosks – replacing that human interaction, we’re actually doubling down on the human capital,” she says. “When we enter new markets, the positive feedback from guests and reviews usually is, ‘Oh my gosh! Hospitality, people, service!’”
Ordering at the counter is Vicious Biscuit’s only fast-casual component. “The rest is full service. We really pride ourselves in 100% table touches always. No guests left behind,” Kahalehoe says.
Benefits of Owning a Breakfast Franchise
Vicious Biscuit’s breakfast model is attractive for franchisees, as well, for several reasons.
1. A Shorter Workday
Vicious Biscuit is open 7 a.m. to 3 p.m. on weekdays and 8 a.m. to 3 p.m. on weekends, which enables easier single-shift scheduling and a better work-life balance for the entire team.
2. Work-Life Balance
A shorter workday provides more time for family and other interests, including community involvement, which provides a win-win for Vicious Biscuit. “We know that the relationships we build in the community are what set us up for success and long-term sustainability in a market,” Kahalehoe says. “Our franchisees are brand ambassadors, and we’re a viciously local brand.”
3. Breakfast is Booming
In 2023, the breakfast restaurants and diners industry market size was valued at $14.6 billion, which increased an average 1.8% between 2018 and 2023, according to IBISWorld market research.
4. Post-Pandemic Popularity
In the post-Covid world, remote and hybrid work offers more flexibility to dine out for breakfast. And, peak spending on food and drinks has shifted from lunchtime on Fridays in 2019 to brunch time (8 a.m. to 1 p.m.) on Saturdays, which comprises 10.06% of consumers’ weekly spend, according to a Square Restaurant Industry Report.
5. Higher Margins
A new Technomic study reported by Marketplace Morning Report, shows 70% of consumers order booze at brunch as compared with 40% at dinner. Vicious Biscuit caters to this trend with a variety of drinks, including their signature Vicious Mary, Vimosas, and Vicious Screwdrivers, alongside non-alcoholic options like fresh-squeezed orange juice, sweet tea and specialty coffees.
6. Operational Simplicity
Vicious Biscuit has created an innovative menu without requiring a lot of products, which increases efficiency and reduces costs and the need for inventory space. “The menu is diverse and thoughtfully curated to enhance the efficiency of multiple SKUs, promote cross-utilization of multiple products, and minimize inventory,” Kahalehoe says. In addition, prices of eggs, dairy and wheat are projected to decrease this year.
7. Social Time
Younger adults value weekend brunch as a social experience, and Vicious Biscuit’s clever branding (think: skulls and crossbones) and Instagram-worthy offerings add to the appeal.
For more information, please visit https://viciousbiscuitfranchise.com/.
