As its 50th birthday approached, Greensboro, N.C.-based Biscuitville decided to celebrate with a redesign, a new logo and a new lunch menu. “Our fans were getting older and it was time to reimage our brand for the next generation ... to evolve from an outdated country QSR to a fast-casual model that reflects the modern, forward-thinking new South,” says Kathie Niven, Biscuitville’s chief marketing officer.
The new prototype for the 54-unit regional chain sports a reclaimed barn look with a tin roof, stable doors and gooseneck lights. The designers chose a blue and white color scheme inspired by Southern porches. Tile floors that mimic wood and beadboard walls add to the Southern theme.
Drive-thru customers always have been important to Biscuitville’s business, accounting for 60 percent of traffic. So the new prototype includes a two-lane drive-thru to speed the process and boost lunch traffic.
Sales growth had been positive for three years, but a desire to expand fueled the makeover. In the next five years, Biscuitville wants to grow conservatively by building out new locations in its heritage markets of North Carolina and Virginia. It also wants to grow its customer base. To attract millennials, a new chef-created “Fresh Southern” lunch menu features upmarket items such as hand-battered fried catfish with housemade maple ginger sauce. Plus a Biscuitville-branded food truck will roll out this summer. First stop: the Biscuitville Nascar race near Danville, Va. “After that, we’ll go wherever we’re wanted, serving up our new lunch,” says Niven.
Location: Greensboro, N.C.
Footprint: 2,400 square feet
Key features: Reclaimed barn look, double drive-thru, tin roof, gooseneck light fixtures, natural wood tables