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. The brand is thrilled to welcome its newest franchise partners, Cliff and Hunter Russum to the breakfast rebellion as they sign on to bring the first taste of Vicious Biscuit to the Magnolia State with a three-unit franchise development agreement. Residents of Hattiesburg and Jackson, Mississippi, will soon get to experience a taste of Vicious – over-the-top scratch-made biscuits, piled high with bold, chef-inspired ingredients and served with a generous side of Southern hospitality.
Hailing from the heart of Hattiesburg, Mississippi, the Russum brothers are no strangers to the restaurant scene. They currently own three Mugshots, a regional bar and grill franchise. While exploring various breakfast concepts, they discovered Vicious Biscuit through social media where the brand's cheeky charm caught their eye. A visit to one of the Vicious Biscuit corporate locations cemented their decision to sign up to be one of the brand’s first franchisees. Now, they're ready to flip the script on breakfast and bring a biscuit revolution to Mississippi as some of the first mavericks in our franchising family.
“The food at Vicious Biscuit is more than Instagram worthy. The flavors truly steal the show. The menu feels tailor-made for Mississippi – it's our local taste and culture served up in every knife-and-fork biscuit,” said Cliff Russum. “When you step into a Vicious Biscuit, you're met with an infectious energy that's hard to find elsewhere. It's not just the customers who are having a great time; the staff genuinely enjoys being there, creating an atmosphere that's both welcoming and vibrant. This is the kind of energy and commitment we've always aimed to achieve in the restaurant industry. Hunter and I are excited to share this unique experience with our community.”
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 cheeky 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 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 across seven states over the next five years.
“We are thrilled to partner with Cliff and Hunter Russum in bringing Vicious Biscuit to Mississippi," said George McLaughlin, co-founder of Vicious Biscuit. “Their deep understanding of the local market, combined with their proven success in the restaurant industry, makes them ideal partners for our expansion. This area has a rich culinary heritage and is the perfect landscape for our unique biscuit creations. We're confident that together, we'll create a new breakfast hotspot that Mississippians will love."
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 www.viciousbiscuitfranchise.com.
About Vicious Biscuit
Born from the visionary minds of veteran restaurateur George McLaughlin and biscuit innovator Michael Greeley in 2018, 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 www.viciousbiscuitfranchise.com.
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 www.pivotalgrowthpartners.com.
