Breakfast is The Big Biscuit’s passion, according to VP of strategic growth Marita Swift.
It’s fundamental to the culture of the company, like closing at 2:30 p.m. and giving team members the evenings off. This commitment extends to customers as well, with average wait times of six minutes, table turns of 35 minutes, and the largest menu refresh in over five years.
“I have heard a lot of chatter about [where the daypart is headed] from my network that’s in breakfast, but we have had a really solid experience,” Swift says. ” … And we haven’t really seen anything that makes us feel otherwise. We’ve had consistent growth. We have just been really steady. We haven’t seen anything that’s made us feel insecure about the category at all.”
Founded in 2000, The Big Biscuit has grown to 29 locations across Kansas, Missouri, Oklahoma, and Arkansas. Its first franchise location opened in 2020, and the brand has a strategic plan in place for even more growth. Of the 29 stores, 21 are corporate and eight are franchises. Five locations are expected to open between now and March 2026 across four states—company-owned and franchisee-led.
The Big Biscuit is primarily looking for franchise partners with strong operational experience. The company prioritizes individuals who understand the importance of execution and who are committed to maintaining high standards, Swift adds. Ideal partners are also deeply invested in the communities they serve. The Big Biscuit prefers franchisees who want to embed their restaurants into local neighborhoods and actively engage with schools, chambers of commerce, and other local organizations. The brand’s marketing approach focuses heavily on community involvement, and it seeks partners who share those values and are motivated to make a meaningful impact in the areas where they operate.
The chain recently signed an agreement with the Umstattd Group, which operates 25 Sonic locations across three states. The company, comprised of brothers Corbin and Miles Umstattd and their father Kevin Umstattd, will open a single unit in Columbia, Missouri, next spring. It will be The Big Biscuit’s 11th store in the state.
The Big Biscuit ownership, which is composed of former Sonic franchisees themselves, has known the Umstattd Group for a long time. The franchisees have likewise watched the breakfast chain develop and felt it was the best opportunity to diversify their portfolio.
“They have not done full service, but they know us. And so obviously, like with these franchises, you’re selling a system, so they’ll be able to implement our system,” Swift says. “And they’re really attracted to that morning daypart. I think that morning daypart is something that people like the Umstattds—who are involved in their operations—it’s highly desirable for them. They’re very strong operators. They have very strong locations. They take really good care of their locations, and they’re super down to Earth people. They’re a family. That didn’t have anything to do with it, but they are a family, which we are too, so that’s nice.”
The next natural step, according to Swift, is the Saint Louis market, which has high awareness of The Big Biscuit and has been the source of “a lot of good inquiries” thanks to I-70 and residents seeing the handful of restaurants in Kansas City.
The executive also sees potential in Dallas. There are seven restaurants in Oklahoma and three in Oklahoma City, which is three hours from the Greater Dallas Fort–Worth area.
“We get these really fun influencers, like people on TikTok, people on Instagram, that will visit The Big Biscuit in Oklahoma, but they’re from Texas. And they’ll have this huge audience,” Swift says. “And so there’s just chatter. There’s a lot of chatter coming out of Texas. And then obviously, the opportunity is vast there. And then I think that our offering really resonates. We’re big abundant portions. I think there’s a lot of compatibility with what we offer in the Texas market.”
Swift says franchisees are equipped with a restaurant design that’s flexible and updated for modern needs, with options for freestanding, inline, or endcap locations. While operators have input on the format that best fits their market, the overall prototype has remained consistent over the past decade. Key features include natural light, antique barn wood, exposed ceilings, and drop lighting. The layout supports efficient kitchen operations and includes a large breakfast counter seating 10 to 12 guests. Many locations also feature patios—often heated—as well as a private dining area intended for weekday events or networking breakfasts. The design incorporates modern elements like glass and natural wood tables. While minor updates have occurred, Swift says the current interior design has been refreshed in recent years and continues to serve the brand well.
The Big Biscuit doesn’t have a fixed plan or ratio for corporate-owned versus franchised locations. While the company is continuing to open corporate restaurants—such as the expansion in Wichita, where four locations are planned—there are no strict boundaries or territories defined between corporate and franchise growth. The approach depends largely on how relationships with prospective franchisees develop.
The chain has made significant investments in building out its corporate infrastructure over the past two years. This includes expanding the headquarters team and adding specialized roles across areas like training, supply chain, public relations, digital marketing, franchise development, and operations. The goal is to support sustainable growth for company-owned and franchised restaurants.
Swift adds that having a sizable base of corporate locations allows The Big Biscuit to remain directly involved in daily operations and hold high standards.
“We’re highly invested in making sure that these restaurants are executing with excellence and that they have the resources they need to accomplish their goals and to grow and develop their teams,” she says.
