Vicious Biscuit has signed Ricky, Niki and Coby Cook — along with partner Blake Pitts — as new franchise partners to bring the brand to Upstate South Carolina. Their first location will open at Thornwell Village in Seneca, SC, targeted for Spring 2027, as part of a two-unit development deal for the region.
Bigger picture: This deal is part of a broader franchise expansion push — the brand currently runs 7 corporate and 4 franchise locations, with 40+ additional franchise locations in development across the Southeast and Midwest.
The operators: The Cook family has 30+ years of restaurant experience, including ownership of 18 Subway locations. Ricky Cook said Vicious Biscuit stood out for its food quality, guest experience, culture, and growth potential.
The location: Thornwell Village sits between Seneca and Westminster and is becoming a key retail hub for Oconee County/the Upstate region. Its proximity to Clemson University and growing residential areas fits Vicious Biscuit’s strategy of picking high-traffic spots with strong daytime foot traffic.
Brand positioning: Vicious Biscuit is positioning itself in fast-casual brunch with a chef-driven menu paired with an operations model built for speed and hospitality.
CEO comment: Co-founder/CEO George McLaughlin emphasized recruiting experienced operators who understand hospitality and long-term growth.
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