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The Happy Customer Index

How Southern breakfast chain Biscuitville thrives on just one daypart

The CEO of the North Carolina based company shares how the concept balances quality and efficiency as it cranks most customers through the drive thru in the morning hours.


Breakfast may be the trendy daypart that more and more brands are exploring to increase their revenue (looking at you, Wendy’s). But for Biscuitville, breakfast isn’t so much a trend as it is a way of life — one that has ingrained itself into the lives of customers to its 70-plus locations.

The Greensboro, North Carolina–based chain, which first opened in Danville, Virginia, in 1975, has become a morning staple to loyal guests who come for fresh biscuits, biscuit sandwiches, breakfast platters and more. Most of that business is conducted through drive thrus, and entirely between the hours of 6 a.m. and 2 p.m.

Biscuitville CEO Kathie Niven said the company has found a way to balance high-quality, scratch-made menu items with the efficiency required to serve most of those items out the drive-thru window. The COVID-19 pandemic especially turned up the pressure on Biscuitville’s efficiency, and the company responded by revisiting its technology capabilities and throughput — both of which helped to significantly increase the business running through the outdoor lane.

Niven joined Nation’s Restaurant News’ editor in chief on the most recent episode of Take-Away with Sam Oches to discuss the brand’s approach to quality and efficiency. In this conversation, you’ll find out why: 

  • You don’t need to be all things to all people at all times 
  • You shouldn’t underestimate your throughput potential 
  • Technology is great, but don’t let it distract you from creating a great experience
  • You shouldn’t invest in technology for technology’s sake, but make sure it’s solving for something 
  • In the midst of the labor crisis, a stable management team is priority 

Contact Sam Oches at [email protected].

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