Biscuitville

Mission, Vision and Values Statements

- Brand Pillars: New South. Local & Authentic. Not Ordinary.
- Brand Mission: Be the preferred and most admired quick casual brand by providing an authentic Southern dining experience that offers guests a departure from the ordinary.
- Brand Purpose: Enhancing Lives by Serving Others
- Brand Values: We build successful people of character who demonstrate passion for our brand, embrace our culture of authenticity and accountability, and are grateful for life’s blessings.
- Value Proposition: Southern Hospitality. Local and Authentic. Quick Casual Experience.
- Creative Positioning Statement: Biscuitville, a local and family-owned company, serves authentic, Southern food made fresh from locally-sourced ingredients.

Biscuitville FRESH SOUTHERN® is a family-owned and privately held chain of quick-casual restaurants known for authentic Southern food made fresh daily with ingredients sourced locally and from family-owned partnerships. Today we have 55 locations in North Carolina and Virginia. Originally based in Graham, North Carolina, the corporate headquarters moved to Greensboro, North Carolina, in 2007.

Biscuitville began as a side project in 1966 when Maurice Jennings, a former flour broker, opened two bread stores, Mountainbrook Fresh Bread & Milk, in Burlington, North Carolina, and began selling fresh take-out pizzas from the stores. By 1972, Jennings had six Pizzaville locations operating in the North Carolina Triad and southern Virginia. Biscuits became part of this operation when they began selling biscuit breakfasts to bring in additional income in the mornings. The biscuits were so popular that Jennings opened his first biscuit-only store in Danville, Virginia, in 1975. Eventually, all of the Pizzaville locations were converted into Biscuitville restaurants. By 1982, 25 Biscuitville restaurants were serving made-on-site, fresh-baked biscuits from 6 a.m. to 2 p.m. every day of the week. In 1996, Burney Jennings, Maurice’s son, took over leadership of the family business.

The younger Jennings describes an important choice his father made many years ago: “On my great grandmother’s deathbed, she gave my dad the choice of the family farm or the biscuit recipe. He chose the biscuit recipe.” Our biscuits are still made with just three ingredients: locally milled flour, fresh buttermilk, and shortening. We don’t use any preservatives, and the biscuits aren’t coated with butter, margarine, or salt prior to baking. The biscuit maker at each of our restaurants mixes, kneads, rolls, and cuts the dough, then bakes the biscuits in full view of guests. Known as the Home of the Biscuit Window Since 1966™, we stand by our recipe and guests’ expectation of Biscuits Made Fresh Every Fifteen Minutes™. The classic Southern breakfast has always been the mainstay of the Biscuitville menu, with locally sourced eggs, country ham, bacon, sausage, all-natural chicken, and fried steak all complementing our scratch-made, freshly baked biscuits. We’ve expanded our menu in the Triad (North Carolina) market to include a FRESH SOUTHERN lunch menu with sandwiches and house-made sauces featuring locally sourced ingredients.

In 2013, Biscuitville opened its first-ever college campus location at Elon University (Elon, NC)—currently the only store that’s open daily from 7 a.m. to 9 p.m. In February 2014, we unveiled new branding that included an updated logo, signage, packaging, and renovation plans for all our stores. Two years later, we celebrated our 50th anniversary, having begun a new era of growth and exciting changes for the company. In 2017, Biscuitville opened its first newly built location in a decade. In the coming years, we plan to open more traditional and non-traditional restaurants at locations such as universities and airports.