--- title: "Vicious Biscuit Builds Momentum with Expansion, Menu Innovation, and Digital Push" url: https://burnaze.com/article/34b4c8af-8479-4f41-b4f0-ff98393e763b source: "QSR Magazine" original_url: https://www.qsrmagazine.com/news/vicious-biscuit-builds-momentum-with-expansion-menu-innovation-and-digital-push/ author: "Ben Coley" category: "Bakery & breakfast" industry: "Restaurants" segment: "Bakery & breakfast" topics: ["Emerging brands","Development & multi-unit","Technology"] published: 2026-05-06T17:50:58.000Z modified: 2026-10-31T13:16:37.758Z image: https://images.unsplash.com/photo-1556761175-b413da4baf72?w=1600&q=80&auto=format&fit=crop --- # Vicious Biscuit Builds Momentum with Expansion, Menu Innovation, and Digital Push **TL;DR:** Vicious Biscuit, a breakfast concept, is expanding with new franchise openings and digital platform enhancements, aiming to reach 18 units by the end of 2026. The brand is entering new markets, including the Mid-Atlantic, and focusing on menu innovation and digital growth. *By Ben Coley, originally published in QSR Magazine on 2026-05-06. [Read the original](https://www.qsrmagazine.com/news/vicious-biscuit-builds-momentum-with-expansion-menu-innovation-and-digital-push/).* ## Key facts - Vicious Biscuit operates 11 locations - 18 units expected by end of 2026 - Entry into Mid-Atlantic market ## Story Vicious Biscuit, the original home of unapologetically bold biscuits, opened 2026 with a new franchise location, fresh menu innovation and an expanded digital platform. Those early moves are starting to shape how the concept approaches its next expansion phase. Vicious Biscuit currently operates 11 locations systemwide and remains on track to reach 18 units by the end of 2026. In January, the Fishers, IN franchise location officially opened as the first new restaurant of the year, following a soft opening in late 2025. Those early moves are already giving the team a clearer understanding of how the concept performs in different markets and what that means for what comes next. ## Expansion Plans **Expansion Continues with New Market Entry** That early performance is already influencing where Vicious Biscuit grows next. In Q1, the brand announced its first location in Richmond, VA, marking its entry into the Mid-Atlantic. The location is expected to open in Q4 2026. The move reflects continued demand for its fast-casual brunch model in new markets. At the same time, the Medina, OH location is on track to open next quarter, continuing to build out its presence in the Midwest. Behind the scenes, the development pipeline continues to take shape with a disciplined and international approach, aligning with experienced multi-unit operators who bring the capability to open restaurants, scale them and sustain performance over time. The brand remains focused on priority markets, where it’s positioned to thrive with strong demographic alignment, daypart demand and operational feasibility. Upcoming openings in markets such as Cincinnati, Savannah and Starkville reflect this philosophy, representing thoughtful market entry driven by operator strength, strategic site selection and a commitment to long-term success. “We’re not approaching growth as a race to a number, we’re treating it as a process of learning, refining and then scaling,” said George McLaughlin, co-founder and CEO of Vicious Biscuit. “Each opening from Fishers to our upcoming Midwest and Mid-Atlantic markets, gives us a deeper understanding of how the brand performs across different environments. That insight helps us shape our next moves. As we expand into markets like Richmond and continue building density in the Midwest, we’re doing so with a clear focus on long-term visibility. This ensures every new restaurant strengthens the system rather than simply adding to unit count.” ## Menu Innovation **Menu Innovation Keeps Guests Coming Back** Vicious Biscuit is also testing how far it can push menu innovation without adding complexity for operators. In Q1, the team introduced the Charleston Omelet, a limited-time offering developed in response to guest feedback and franchisee demand for more omelet options, particularly during the Lent season. It also rolled out a systemwide blueberry lineup, leaning into familiar flavors in a way that still feels distinctly Vicious Biscuit. These limited-time offerings give guests something new to come back for while still working within the concept’s existing systems. “We’re not pursuing innovation for its own sake,” said McLaughlin. “At scale, complexity compounds quickly, so our responsibility is to be disciplined in what we introduce and why. Every addition to the menu has to earn its place by delivering something new for the guest while maintaining, or ideally simplifying, execution for our teams. Items like the Charleston Omelet and our blueberry lineup reflect that philosophy. They build on the strength of our existing platform rather than adding layers that create inconsistency across the system.” **Digital Platform Adds Visibility for Operators** ## Digital Platform On the digital side, Vicious Biscuit continued to build its digital platform in Q1. The early adoption of the Vicious Biscuit Rewards app provided new visibility into customer behavior. Powered by integrations with Thanx and MomentSpark, along with Olo and Valutec, the platform supports loyalty, mobile ordering, catering and analytics across dine-in, takeout, delivery and catering. Rather than operating as separate systems, this integration is creating a more unified view of guest behavior, allowing the team to track how guests move between channels, how frequency is influenced, and where ordering patterns begin to shift. The Fishers, IN location has served as the first fully integrated test of that ecosystem, already demonstrating strong adoption and providing real-time visibility into differences between in-store and digital ordering, menu mix by channel, and market-specific preferences. Those insights are beginning to inform more targeted decisions across marketing, menu strategy, and catering, which has continued to gain traction since its 2025 rollout and now represents a growing share of systemwide sales. “What we’re seeing now is how digital can start to influence the business, not just support it,” said Amanda Kahalehoe, chief operating officer of Vicious Biscuit. “It is showing us, with much more precision, how guests actually behave across channels. Where they enter, how often they return, what they order in-store versus online, and how catering fits into that routine. We can see differences in menu mix by channel, shifts in daypart demand, and how loyalty is impacting frequency at the store level. The advantage is not adding more layers, it is using that visibility to make tighter decisions around menu placement, marketing, and catering in a way that still feels simple for our teams to execute. That is where digital starts to drive real performance.” As Vicious Biscuit continues to expand, those insights – especially around off-premises and catering demand – are expected to play a bigger role in how new locations ramp up and how demand is forecasted. ## Future Growth **Positioned for Continued Growth** With a growing footprint, new market entry and continued investment in menu and digital strategy, Vicious Biscuit is focused on steady, strategic growth throughout the remainder of 2026. The team continues to target experienced multi-unit operators in priority markets, offering a differentiated model in a competitive breakfast and brunch space built around daytime hours, operational simplicity and a growing digital backbone. Visit www.viciousbiscuit.com for additional brand updates. Follow on Instagram @viciousbiscuits, Facebook at ViciousBiscuit1, and TikTok @viciousbiscuitchs to stay in the loop as we continue making big moves and bold biscuit creations. ## Entities - unit expansion (topic) - QSR Magazine (publication) - menu innovation (topic) - Ben Coley (person) - Emerging (sector) - market entry (topic) - Olo (company) - digital platform (topic) - Vicious Biscuit (company) - George McLaughlin (person) - Thanx (company) - Richmond, VA (location) --- Originally reported by Ben Coley, QSR Magazine (https://www.qsrmagazine.com/news/vicious-biscuit-builds-momentum-with-expansion-menu-innovation-and-digital-push/). Summarized by Burnaze (https://burnaze.com/article/34b4c8af-8479-4f41-b4f0-ff98393e763b).