Today we’d like to introduce you to George W. McLaughlin.
Hi George, can you start by introducing yourself? We’d love to learn more about how you got to where you are today.
I began my professional career working in a small, family-owned restaurant called McAlister’s Deli while I was a student at the University of Mississippi. The restaurant was popular, and I recognized the potential for growing the concept into something bigger. After graduation, I stayed with the company and relocated to Jackson, MS, where I played a role in creating the franchise division of McAlister’s Deli. After training numerous franchisees, I grabbed a more significant stake in the brand by becoming the first McAlister’s Deli employee to become a franchisee. I opened my first franchise location in Columbia, SC. Over the next decade, I developed 16 additional locations of McAlister’s Deli. Concurrently, I also owned and operated three Italian Pie restaurants in South Carolina. Our company, MAC Restaurant Corporation, received numerous awards as a franchisee of McAlisters, including Franchisee of the Year, Innovator of the Year, Highest Unit Volume per Restaurant Award, and the McAlister’s Dedication Award for Excellence. We were also awarded the 14th Fastest Growing Company in South Carolina. I also founded the Franchise Advisory Council for McAlister’s Deli and served as president for three years. Despite ventures into other sectors like development and retail after my time at McAlister’s, I knew I wanted to return to the world of restaurants. The restaurant business never truly leaves your blood. So, when I came across a local food critic’s review in 2017 about a local caterer planning to launch a food truck business focused on biscuits, I reached out to Michael Greeley. I remember telling him, “If your food is half as good as your name, we have something special here.” And with that, the Vicious Biscuit journey began, bringing the concept to life through brick and mortar in 2018. Since then, we have opened 5 additional locations spanning three states: North Carolina, South Carolina, and Florida. Our seventh location will be opening in Columbia, SC, this April and our first franchise location will open in Akron, OH in May.
Let’s dig a little deeper into the story – has it been an easy path overall, and if not, what challenges have you had to overcome?
The road has been anything but smooth. We’ve stayed adept and agile through these challenges, which has allowed us to grow and scale. Our motto is to adapt and overcome—constantly improving everything we do. After opening our Mount Pleasant location and while developing Summerville, the COVID-19 pandemic hit, drastically changing the landscape of the industry and tourism in Charleston. In response, we implemented a makeshift drive-through and exterior patio to continue serving our customers safely. Following the pandemic, we further adapted our business model and operations to include off-premises dining, a shift we hadn’t implemented before but driven by a new consumer landscape. Despite facing supply chain challenges and construction delays as the pandemic waned, we continued our development efforts while others closed their doors or made significant pivots. While many in the industry chose to cut back operating hours, reduce staff, and implement technology to replace human workers, we’ve taken a different approach. Instead, we’ve doubled down on delivering quality products and prioritizing hospitality-driven service.
In this industry, you have to innovate in every evolving economic landscape, and while I had always had franchising in the plan, I wanted to make sure we were ready to do so that we had proof of concept. As tourism returned to Charleston, the demand and requests for franchising soared. So, we started that journey in 2021 and finally opened franchising to the public in August 2023 with immense response.
Our journey has been remarkable, stretching from the confines of Michael Greeley’s kitchen to the exciting milestone of opening our inaugural franchise location in Akron, Ohio all within five years. Every step has been instrumental in strengthening our organization, enabling us to build not only our human infrastructure but also our systems infrastructure to support the expansion of our brand beyond our Charleston roots. I always tell my team that I don’t look at challenges as finite obstacles. It’s my job to knock those obstacles to pave the path forward. That’s what makes us better.
Thanks – so what else should our readers know about Vicious Biscuit?
Vicious Biscuit was born from a simple idea to create something extraordinary from the ordinary. We aimed to redefine the brunch experience, infusing it with innovation and Southern hospitality.
Since opening our doors in Mount Pleasant, we’ve managed to carve out a distinct niche in the realm of breakfast and brunch excellence, revolutionizing the dining experience by blending the efficiency of quick service with the attentive care typically associated with full-service establishments. If you’ve ever passed by our two locations in Charleston, you’ve likely seen the lines stretching out the door. But don’t let that deter you — our lines move quickly! From the moment you enter the queue to placing your order at the counter, finding your seat, and having our staff deliver your food to the table, you’ll finish your meal before the wait time at most other brunch spots ends. We take care of our guests from start to finish, offering the convenience of ordering additional items and drinks from the table and ensuring frequent check-ins to ensure a consistently high-quality experience.
While our dining experience is a draw, our menu and food quality steal the show. We are known for our indulgent, over-the-top biscuit creations and unique take on Southern classics such as Sweet Puppies, Beignets, Shrimp, and Grits. Additionally, we offer a Jam Bar where guests can enjoy our signature jams and homemade butter. Our drink menu offers a twist in fast-casual, with options like freshly squeezed orange juice mimosas and craft cocktails like Bloody Marys.
Our creations have found a natural home on social media platforms like Facebook, Instagram, and TikTok, where images and engaging videos have turned our customers into enthusiastic brand ambassadors. Their posts bring our dishes to life beyond our restaurant walls, generating buzz online that often leads visitors in our areas to make Vicious Biscuit their first stop, heading straight to us from the moment they arrive, eager to experience the hype firsthand.
We are most proud of our ability to deliver what today’s discerning consumers crave: top-notch food, exceptional customer service, and a vibrant, welcoming atmosphere— evident from the lines of eager customers that consistently extend out our doors. It proves consumers are more than willing to wait for a breakfast experience that truly stands out.
Are there any apps, books, podcasts, blogs, or other resources you think our readers should check?
Our team prioritizes professional development and regularly engages in podcast and book studies, recognizing their value in honing skills and broadening perspectives. It’s integral to our strategy for scaling and attracting top-tier talent. I’ve found mentorship and networking opportunities incredibly beneficial throughout my career. Learning from others who have walked the path before me has provided invaluable guidance and advice. These connections also serve as valuable networks, opening doors to new opportunities and collaborations. The restaurant industry, much like Charleston, is a tight-knit community. You never know who you’ll encounter or what paths may unfold.
Contact Info:
- Website: https://www.viciousbiscuit.com
- Instagram: https://www.instagram.com/viciousbiscuits/
- Facebook: https://www.facebook.com/ViciousBiscuit1
- Linkedin: https://www.linkedin.com/company/vicious-biscuit
Image Credits
Photographer: Andrew Cebulka
