Parker Joined the Southern Brunch Franchise in 2022
Vicious Biscuit, a fast-growing Southern brunch franchise, has promoted Amanda Parker from director to vice president of marketing. Parker joined Vicious Biscuit in 2022 as area director for the Charleston, S.C., market and went on to hold marketing leadership roles. Her accomplishments include establishing marketing toolkits for franchisees and launching the brand’s loyalty rewards program.
“Vicious Biscuit stood out to me because of its bold personality, strong sense of community and commitment to doing things differently in the breakfast space,” Parker said. “It’s been incredibly exciting to get in on the ground floor with a brand that is not only fun and unique but also full of promise and potential. Since I joined, the brand has grown significantly — not just in unit count, but also in operational maturity, marketing strategy and clarity around who we are and where we’re headed. Being part of shaping that growth and helping to bring this amazing concept to more people is something I find truly energizing. This role allows me to think more strategically about long-term brand growth while still staying closely connected to local-store success.”
Parker said leveraging local marketing effectively and continuing to invest in authentic storytelling will position Vicious Biscuit for continued success. “As we scale, it’s equally important that we maintain the hospitality and consistency that set us apart. Hospitality is our true differentiator, and making sure every guest has that same memorable experience, no matter the location, is central to how we grow the brand successfully.”
Parker previously served in leadership roles with Chick-fil-A in the Charleston area, rising through positions in human resources, sales and marketing, operations, and quality and training. She led the development of multi-store training programs and built strong teams — experience she believes will serve her well at Vicious Biscuit.
“My experience has given me a deep understanding of both the operational side and the franchisee side of the business. I’ve worked through launches, growth phases, challenges and pivots, which has taught me how to create marketing that’s practical, scalable and aligned with real-world operations.”
Amanda Kahalehoe, chief operating officer of Vicious Biscuit, said she has enjoyed watching Parker grow into a strong leader. “She has played a pivotal role in shaping who we are as a brand through strong marketing and operational insight, and through her commitment to learning, evolving, and raising the bar for herself and everyone around her. She has a rare ability to turn guest and employee insight into meaningful action while protecting the personality that makes Vicious Biscuit special,” Kahalehoe said.
Parker’s favorite item on the Vicious Biscuit menu is the Crab Benny, which features a buttermilk biscuit, housemade crab cake, fried green tomato, sunnyside-up egg, with hollandaise sauce, Old Bay seasoning and paprika, and chive garnish.
In her free time, she volunteers with her church’s partnership with Feed the Hunger.
About Vicious Biscuit
Founded by veteran restaurateur George McLaughlin in 2017, Vicious Biscuit serves handcrafted comfort meals with quality ingredients and Southern hospitality. The brand has corporate locations across South Carolina, North Carolina and Florida, along with franchise locations in Indiana, Louisiana, Mississippi and Ohio.
