Biscuitville is a privately held regional fast-food restaurant chain consisting of 54 locations in the U.S. states of North Carolina and Virginia. The restaurants specialize in breakfast food and Southern cuisine. All biscuits served at Biscuitville restaurants are made from scratch "hot every 20 minutes". The company, originally named Mountainbrook Fresh Bread & Milk (eventually known as Pizzaville), started as two bread stores in Burlington, North Carolina The founder, Maurice Jennings, began making pizzas, but soon wanted a way to put the business to work in the morning. The company began making biscuits, and the company eventually sold more biscuits than pizzas. The company decided to open its first biscuit-only operation, which it named "Biscuitville", opened in Danville, VA, in 1975. Today, the corporate headquarters is in Greensboro, North Carolina.
Biscuitville announced a new brand initiative in 2014 that included an updated logo, packaging and plans for store renovations. In addition, it plans to launch a FRESH SOUTHERN lunch menu in the summer of 2014. In 2013, Biscuitville engaged Stealing Share, a global brand development company, to spearhead strategic brand analysis and identify new positioning opportunities for the company. The research identified key pillars that consumers use to describe Biscuitville and set it apart from competitors: the New South, Local & Authentic and Not Ordinary.
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