When you hear the name Biscuit Belly, you might picture a giant, buttery biscuit — and honestly, you wouldn’t be wrong. (They are huge, y’all.) But this fast-growing breakfast and brunch brand isn’t just about the biscuits. With a chef-inspired menu, made-from-scratch Southern comfort food, and a commitment to fresh, high-quality ingredients, Biscuit Belly is redefining what a brunch franchise can be.
Beyond the Biscuit
Sure, biscuits are the heart of it all — big, fluffy, golden-on-the-outside, soft-on-the-inside biscuits, made fresh every morning from our proprietary mix. As CEO Chad Coulter puts it, “We stamp out big ole biscuits — I think we have the largest biscuits served in the U.S.” But this menu goes far beyond the biscuit. Think hand-breaded buttermilk fried chicken, made-in-house berry jam, indulgent biscuit sandwiches, and healthier options like omelets and build-your-own bowls. Whether you’re in the mood for something rich or something light, Biscuit Belly delivers. “We didn’t want to be your typical bacon-eggs-waffles kind of place,” Coulter explains. “We wanted to do something unique, while keeping the biscuit as the hero.”
Food with a Culinary Edge
What sets Biscuit Belly apart is its chef-driven approach. Every menu item is thoughtfully created to bring bold, Southern flavors to the forefront — no shortcuts, no compromises. “Our berry jam is made in-house. Our chicken is fresh and hand-breaded daily,” says Coulter. “These are things you simply can’t get off a grocery store shelf.” This quality-first approach extends to training as well — ensuring every team member is equipped to deliver that same level of excellence at every location.
Seasonal Specials That Keep Guests Coming Back
From heart-shaped biscuits for Valentine’s Day to limited-time drinks like the Chocolate-Covered Strawberry Mocha, Biscuit Belly keeps things exciting with seasonal LTOs that rotate throughout the year. “We’ve done LTOs since the beginning,” Coulter shares. “It keeps the menu fresh, keeps guests engaged, and gives our franchisees something fun to rally around.” The brand has found a sweet spot with quarterly rollouts — exciting enough to drive traffic, but manageable enough for consistent execution.
A Vibe You Can Taste — and Post
At Biscuit Belly, it’s not just about what’s on the plate — it’s about how guests feel when they walk through the door. Bright, playful design, warm hospitality, and Instagram-worthy moments are all part of the experience. From bold murals and cheeky signage to picture-perfect drinks and biscuit stacks, the brand has built an aesthetic that guests love to photograph — and share. “We always think from the guest’s perspective,” Coulter says. “What’s memorable? What’s post-worthy? That kind of thinking is built into our brand.”
A Business Model Built for Brunch Growth
For franchisees, Biscuit Belly isn’t just delicious — it’s a smart investment. The brunch category continues to boom, and Biscuit Belly’s streamlined operations, strong unit economics, and single-shift model make it a compelling choice for operators looking to grow. By combining culinary creativity with operational efficiency, the brand offers a scalable opportunity that stands out in a crowded market.
Bringing Biscuits (and Belly) to More Communities
With 14 locations open and several more on the way, Biscuit Belly is rapidly expanding across the Southeast and beyond. Its unique mix of crave-able food, standout branding, and Southern hospitality has turned heads — and filled bellies. Whether you’re a brunch lover in search of your next go-to spot or a savvy entrepreneur exploring your next venture, Biscuit Belly is more than just a biscuit franchise. It’s a flavor-forward, feel-good food experience that’s built to grow.
And yes — those biscuits really are that good.