Episode 114: George McLaughlin with Vicious Biscuit

George McLaughlin had been a successful McAlister's Deli franchisee prior to selling his interest in 2007. "Being out of the business was tough on me," he recalls. "I really missed the guest interaction and working with the staff.”

So, 10 years later, McLaughlin opened his first Vicious Biscuit unit in Mount Pleasant, South Carolina. Open seven days a week from 7 a.m. to 2:30 p.m., the counter-service breakfast and brunch concept offers fresh-baked "plate-sized" biscuits, sandwiches, and bowls.

McLaughlin explains the importance of a concept's "points of difference". At Vicious Biscuit, they include a self-service jam and jelly bar and “touch-point” system of service.

Vicious Biscuit staff are trained to execute five steps of guest service, including greeting and taking the guest’s order, suggestive selling, meal delivery and pre-bussing, and a sincere “thank you”.  They are cross-trained in various roles and they all share in the tip pool.

Expansion of the concept has been steady since 2019 with nine locations operating in the Carolinas, Florida, Louisiana, and Ohio. "Growth through franchising has become our preferred choice, says McLaughlin, adding, “our Vicious Benefits program of good work-life balance, relative ease of operation, proper investment to sales ratio, and excellent support system is really attractive to potential franchisees."

Four new franchised locations are scheduled to open within the next year. Selecting the right franchisees remains a top priority for McLaughlin. "Having a well-developed qualification process is essential in order to be certain we select brand ambassadors that fit our culture and commitment to service and community,” he explains.

On average, it takes 18 months to open a new Vicious Biscuit location. However, growth has been slowed recently by real estate market challenges. Nevertheless, says McLaughlin, selecting the right place and choosing the right people is much more important than unit count to the concept’s success.