It started with a simple biscuit recipe.
Biscuitville FRESH SOUTHERN® is a family-owned and privately-held chain of quick service restaurants that specializes in freshly made Southern breakfast and lunch foods. Biscuitville FRESH SOUTHERN has 54 locations in North Carolina and Virginia. Originally based in Graham, North Carolina, the corporate headquarters moved to Greensboro, North Carolina, in 2007.
Biscuitville FRESH SOUTHERN 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 a 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 the first biscuit-only store in Danville, Virginia, in 1975. Eventually, all of the Pizzaville locations were converted into Biscuitville stores. By 1982, 25 Biscuitville restaurants were open serving made-on-site fresh biscuits from 6:00 a.m. to 2:00 p.m. every day of the week. In 1996, Burney Jennings, Maurice’s son, took on the leadership of the family business.
Burney Jennings describes the origin of the Biscuitville biscuit recipe as the following: “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.” Biscuitville FRESH SOUTHERN biscuits are distinguished by their broad, flat shape and drier, more crumbly consistency. They are made with three ingredients: flour, buttermilk and shortening. It does not use any preservatives in their biscuits, nor does it coat the biscuits with butter, margarine or salt prior to baking. The biscuit maker at each location mixes, kneads, rolls, cuts and bakes the biscuits in full view of the guests. All biscuits are made from scratch and baked fresh every 15 minutes.
While breakfast has been the mainstay of the Biscuitville FRESH SOUTHERN menu, with country ham, bacon, chicken, fried steak, eggs, and sausage all added to complement the scratch-made, fresh biscuits, the company has expanded its offerings to include a new, Southern Inspired lunch menu.
As the company approaches its 50th anniversary in 2016, Biscuitville FRESH SOUTHERN is entering a new era of growth and exiting changes for the company. In 2013, Biscuitville FRESH SOUTHERN opened its first-ever college campus location inside the Elon University Lakeside Dining Hall's Winter Garden Café. It is currently the only store location that is open daily from 7:00 a.m. to 9:00 p.m. In addition to selling traditional breakfast items, this location also serves lunch and dinner options. In February 2014, the company unveiled new branding that includes an updated logo, signage, packaging, and renovation plans for all of the stores. In May 2014, the company launched the new FRESH SOUTHERN lunch menu in its Greensboro and Eden locations, with plans to roll out the lunch menu to all locations through the summer. And in the coming years, there is a plan to open more traditional and non-traditional stores at locations such as university and airports, as well as establishing drive-thru only locations and a mobile food vehicle to serve fans and guests across the Southeast.