We love a good origin story, and ours starts right here in the Lowcountry. Here’s how a single shop in Mount Pleasant grew into a brand with 12 locations across seven states, and what’s ahead as we keep growing.
“We’re Onto Something”
Our story began when George McLaughlin, our co-founder and CEO, read a local news feature about a Charleston-based catering company baking jalapeños and bacon into big, hearty biscuits and stuffing them with fried chicken and sausage gravy. As the former owner of 17 McAlister’s Deli locations, George knew a good concept when he saw one, so he reached out to Michael and Carly Greeley, who had launched Vicious Biscuit in 2017.
Our first brick-and-mortar location opened in Mount Pleasant in 2018, taking over a former Dairy Queen and keeping its original A-frame, and quickly became known for its hours-long lines of customers craving our biscuit sandwiches. Our second location in Summerville, which opened in 2020, was just as big a hit.
Finding National Momentum
Our counter-serve model, combined with a wave of people relocating to the South during the pandemic, helped word about Vicious Biscuit spread across the country, says Mike Ball, our vice president of franchise operations.
With the concept proven locally, our ownership group opened new corporate locations in North Carolina and Florida while sharpening and standardizing our menu. We were intentional about not growing too fast, waiting until 2023 to open up franchise opportunities, and even then, only moving forward with a handful of carefully vetted partners.
Setting Franchisees Up for Success
Today we provide our franchise owners with a detailed marketing and operations plan designed to ensure consistency across every market. Our menu has been refined over the years based on consumer trends, now featuring big biscuit sandwiches alongside modern takes on Southern classics, from fried green tomatoes and beignets to fried chicken and waffles.
Our core guests range from age 18 to 45, and whether they’re looking for a sit-down brunch or a quick daytime meal, we’ve built the experience to match. That includes our app, which launched in August 2025 after 12 weeks of pilot testing at our Mount Pleasant and Summerville locations, letting guests order ahead and collect loyalty points along the way.
Still a Piece of Charleston
Visit our original Mount Pleasant location today, and you’ll still find families digging into the Animal Farm — buttermilk biscuits with white cheddar, candied bacon, and an egg — or the spicy-sweet combination of smoked pulled pork, bacon, and jalapeños topped with Carolina Gold barbecue sauce, best enjoyed alongside a craft coffee or mason jar bloody mary.
Just miles from where it all started sits our corporate headquarters, where our growing team dreams up what’s next — from limited-time specials like our toasted coconut latte to the markets we’ll enter next.
Read the full feature at The Post and Courier: Biscuit brand born in Mount Pleasant continues nationwide expansion. Here’s what prompted its growth.