Vicious Biscuit, the hottest fast-casual biscuit experience in the Southeast, has signed a landmark 10-unit franchise development agreement to bring ten locations to Florida.
The brand proudly announces its partnership with Matt Strickland and his team to expand Vicious Biscuits into several diverse and dynamic markets in the Sunshine State, including Duval and St. John’s counties, according to a news release. Strickland is a seasoned veteran in the restaurant industry with over 25 years of experience. His extensive background includes launching the first Zaxby’s franchise location in Florida. He currently owns and operates Zaxby’s and Mellow Mushroom outlets.
“I first discovered Vicious Biscuit while on vacation in Charleston, South Carolina, in 2020,” Strickland said in a news release. “I was immediately struck by the brand’s unique appeal – from its standout branding to its operational efficiency. But it was the taste of the food that sealed the deal for me. It’s not just good; it’s exceptional. I didn’t even know if Vicious Biscuit was planning to franchise at the time. But I knew I had to have one, if not 10. We’re excited to bring this unique dining experience to Florida.”
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 playfully named 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 butter. The drink menu also offers an unexpected twist, highlighting 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 over the next five years.
“Partnering with Matt Strickland and his team is a milestone for Vicious Biscuit,” George McLaughlin, co-founder of Vicious Biscuit, said in a news release. “We already have a presence in Florida with our corporate location in Neptune Beach. Matt’s vast experience and success in the restaurant industry, coupled with his enthusiasm for our brand, make him an ideal partner for our ambitious expansion into other parts of the state. We’re confident that the expertise of Matt and his team will be instrumental in introducing our unique biscuit creations to a new audience.”
