Restaurant Owners Uncorked Episode 626: Partners, Not Pace: How Vicious Biscuit Scales Without Selling Its Soul
Wil sits down with George and Amanda of Vicious Biscuit for a follow-up on their whirlwind year since they last joined Restaurant Owners Uncorked a year ago. Franchise growth, a disciplined “partners not franchisees” approach, and a tech stack that supports (but doesn’t replace) hospitality. They unpack a loyalty + first-party app launched Aug 12 that’s smashing acquisition/retention goals, clever perks (weekday free biscuit + jam bar), and a catering program tied to rewards. The brand pairs data with old-school site walks, rigorous training, and weekly franchise support to scale methodically amid real-estate, labor, distribution, and regulatory headwinds. The episode also celebrates how collaborative the hospitality industry is. and it's rising-tide ethos, with George and Amanda mentoring operator, and recent Restaurant Owners Uncorked podcast guest, Tyler Kotch, over dinner
10 takeaways
- Vicious Biscuit now operates 3 franchise and 7 corporate units; Fishers, IN targeted for Dec 2025, with ~10 more openings following in 2026.
- They’ve signed 13 franchise partners and prioritize “partners over pace,” saying no often to protect a legacy brand.
- Loyalty + first-party app (live Aug 12) is exceeding acquisition, retention, and redemption expectations—without being discount-driven.
- Differentiators include a weekday free biscuit + jam bar to drive dine-in and catering tied to loyalty (rewarding the gatekeeper).
- Rollouts are patient and pilot-heavy (a planned 2-week pilot stretched to 12 weeks) to ensure smooth ops for franchisees.
- Real estate is chosen via data-driven rifle shots (Placer, heat maps) plus on-the-ground visits and conversations with neighboring operators.
- Training is systematized (ExpandShare, videos, 4-week cadence) with weekly check-ins and detailed open checklists to prevent costly delays.
- The brand balances tech with true hospitality, resisting overly transactional models and emphasizing human guest experience.
- Headwinds: site/inspection bottlenecks, insurance spikes (e.g., Florida), labor costs, distribution hiccups, and storm recovery (e.g., Boone after Helene).
- Schedulefly is evolving Restaurant Owners Uncorked into a media business (films, articles, webinars, forums, maybe conferences) to foster peer learning, illustrated by George & Amanda’s hands-on mentoring of Tyler Koch (PIE.ZAA).