Biscuit Belly Franchising

After playing a crucial role in the growth of pizza franchise Papa Johns alongside his brother,&nbsp;<a href="https://www.linkedin.com/in/john-h-schnatter?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-chuck-schnatter-2731020" target="_blank" rel="nofollow">“Papa John” Schnatter</a>,&nbsp;<a href="https://biscuitbellyfranchise.com/leadership/chuck-schnatter/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-chuck-schnatter-2731020" target="_blank" rel="nofollow">Chuck Schnatter</a>, a long-time member of the brand’s executive team and investor himself, has learned a great deal about what makes a restaurant franchise succeed. A great menu can draw a crowd, but real systems, standardization and strong unit economics are what build a legacy. That’s what he was focused on when he invested in&nbsp;<a href="https://biscuitbellyfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-chuck-schnatter-2731020" target="_blank" rel="nofollow">Biscuit Belly</a>, the 13-unit Southern-style breakfast and brunch franchise.“You always have to start with the people. You invest in people first and concepts second,” Schnatter said. “In any company, until you have good leadership, you’re not going to have a good concept.”<a href="https://www.linkedin.com/in/chad-c-4663465b/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-chuck-schnatter-2731020" target="_blank" rel="nofollow">Chad</a> and&nbsp;<a href="https://www.linkedin.com/in/lauren-coulter-%F0%9F%8D%B3-70053b2a/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-chuck-schnatter-2731020" target="_blank" rel="nofollow">Lauren Coulter</a>, co-founders of&nbsp;<a href="https://1851franchise.com/biscuit-belly/info">Biscuit Belly</a>, caught Schnatter’s attention before the biscuit concept even launched.<h2>A Chef-Driven Foundation and a Resilient, Scalable Model</h2>Schnatter initially partnered with the Coulters on their wine and southern-tapas concept, LouVino. While the concept was successful, the team quickly realized how demanding a chef-driven concept serving the dinner crowd would be. The menu was also so chef-driven that it was difficult to replicate, so they began to pivot. As they thought up Biscuit Belly, the scalability was immediately apparent.“We felt like Biscuit Belly was a much more repeatable concept than LouVino,” Schnatter said. “Once we had the model, even though it was chef-driven, we could duplicate it … franchise it and grow it ourselves.”Schnatter also recognized the power of Biscuit Belly’s unique menu. While the brand is focused on biscuits and other Southern breakfast-style foods, there’s enough diversity to build resilience.“When you’re in pizza, 40 percent of your cost is cheese. So if cheese goes up, your costs go through the roof,” he said. “If you look at our menu, we've got pork, chicken, turkey, eggs, dairy, and wheat. All of those hold about equal weight, so if one goes up, it doesn’t crush our food cost.”<h2>Capturing the Next Wave</h2>Early on in the concept development process, Schnatter also recognized a massive opportunity in market positioning. Biscuit Belly operates in the breakfast and brunch segment, which is not nearly as saturated as the dinner space. And its colorful, vibrant brand identity appeals to a younger demographic that demands an elevated experience.“This isn’t your grandfather’s bacon and eggs,” Schnatter said. “Biscuit Belly is the next wave in breakfast. It’s where 18 to 45 year olds want to be.”Biscuit Belly’s model caters to the “the camera eats first” mentality, and the Instagrammable nature of the food lends itself to social sharing. This is another key driver of brand awareness, turning everyday guests into promoters of the brand — another differentiator Schantter recognizes and loves.In addition to great food and strong potential in the market, Biscuit Belly’s ability to get into the industry when it did, with a model as strong as it has, has positioned it to capitalize on this “next wave.”<h2>The Quality of Life Benefit</h2>One of the most important advantages Biscuit Belly offers its operators is a more balanced lifestyle. In the traditional restaurant world, much of the demand occurs on nights and weekends, and operators must adjust accordingly. This can be draining for owners, and it can also make staffing difficult.&nbsp;Biscuit Belly, however, flips this dynamic entirely. Closing in the early afternoon all week, owners benefit from more free time and a one-shift model that makes staffing easier and boosts employee retention.“Whether you’re an owner or employee, you’re out of there by 3:30 on a Friday. You can still go to your kid’s basketball game or make it to a concert,” Schnatter said. “You can have a life where you’re getting out of work when everyone else in the restaurant world is just arriving at work.”<h2>A Blueprint for Growth</h2>For Schnatter, the decision to back Biscuit Belly is based on a recognition of infrastructure and the potential for explosive growth. Whether growing from location one to two or 2,000 to 2,001, Schnatter says the growth process requires the same rigorous discipline.By applying the hard-won lessons of the pizza industry to the breakfast and brunch industry, Schnatter is supporting Biscuit Belly in its strategic approach to national growth.“I understand what it takes to run a restaurant company and finance a restaurant company. And I’ve been a franchisee with Papa Johns, so I’ve interacted with systems from both the franchisor and franchisee standpoint,” Schnatter said. “The same concepts apply whether you’re selling coffee, chili, pizza or biscuits. The fundamentals are the fundamentals, and you’ve got to follow them.”To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/biscuit-belly">https://1851franchise.com/biscuit-belly</a>.&nbsp;

Photo of Chuck Schnatter inside Biscuit Belly location

Why Former Papa Johns Exec Chuck Schnatter Bet on Biscuit Belly

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After helping to build the pizza empire with thousands of locations, Chuck Schnatter applied his expertise to the Southern-inspired concept in the growing breakfast and brunch space.

This brand page has been paid for by BISCUIT BELLY FRANCHISING. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

Why a Former Papa Johns Executive Invested in Biscuit Belly Franchising

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“Pharmacy school to booming brunch franchise” likely isn’t one of the career trajectories&nbsp;<a href="https://www.linkedin.com/in/chad-coulter-4663465b/">Chad Coulter</a> considered when he decided to pursue higher education, but it’s what he ended up doing. After graduating from the University of Georgia with a Doctor of Pharmacy degree in 2008, Coulter spent some time in the pharmacy world. In 2011, he launched a “paint and sip” business while maintaining his healthcare profession. Over the next seven years, he continued his entrepreneurial growth, and in 2018, he and his wife,&nbsp;<a href="https://www.linkedin.com/in/lauren-coulter-%F0%9F%8D%B3-70053b2a">Lauren</a>, founded&nbsp;<a href="https://biscuitbellyfranchise.com/">Biscuit Belly</a>, the elevated Southern brunch concept. Now, with 14 locations across multiple states, upcoming openings in Georgia, recent recognition on the&nbsp;<a href="https://alumni.uga.edu/2025/12/10/meet-ugas-2026-bulldog-100/">2026 Bulldog 100</a> and growing momentum, Coulter is leveraging his Georgia roots and “Bulldog spirit” to drive continued expansion.“Since we started franchising in 2020, I’ve concentrated on hiring great leaders to support quality across our system,” Coulter said. “This has driven growth for Biscuit Belly, and we keep expanding in Georgia and beyond. Being ranked No. 65 on UGA’s 2026 Bulldog 100 as one of the fastest-growing businesses only confirms this.”<h2>The “Better Brunch” Approach</h2>A key driver of Biscuit Belly’s growth over the years has been its unique combination of flavor and hospitality. Each restaurant radiates the type of warmth you would expect from a Southern brand, but that’s just part of the equation. Biscuit Belly’s craft approach to brunch elevates the landscape, catching guests’ eyes and keeping them coming back.&nbsp;“I was inspired by the Southern-style biscuits and biscuit sandwiches I loved during childhood, but I wanted to create a more ‘grown-up’ version,” Coulter said. “We still offer fresh-baked biscuits, fried chicken, eggs, bacon and all of the brunch classics people love, but we’ve put a chef-driven spin on it.”Because of its innovative menu, Biscuit Belly sits at the intersection of three booming industries: breakfast, chicken and fast-casual dining. And it does it as no one else has before.For operators, this represents a strategic market entry. The brand appeals to a range of guests and is steadily growing its fan base. Further, the brunch model, specifically, lends itself to a leaner labor model, attractive operating hours and better work-life balance overall. Most Biscuit Belly restaurants open before 8 a.m. and close around 3 p.m., meaning each day can be run on a single shift, and operators and their teams are out the door in time for any other commitments they may have.<h2>Why Georgia Is a Prime Market for Biscuit Belly</h2>With two restaurants already open in the state and more opening in the near future, Georgia has proven to be fertile ground for Biscuit Belly's growth. Many Georgians have a deep love for biscuits, but plenty also see brunch as an important ritual. This intersection is perfect for Biscuit Belly.Biscuit Belly’s Peachtree City restaurant is already helping shape the brand’s growth strategy in Georgia. Located in a visible, lifestyle-oriented area, the restaurant gives the brand a natural gathering point and early proof of demand. Building around similar regional hubs can help Biscuit Belly grow awareness while creating efficiencies for operators in the same market.“When we look at expanding across Georgia, we’re examining demographics, whitespace and the cultural element that makes Biscuit Belly such a success,” Coulter said. “Our ranking on the Bulldog 100 isn’t just an emotional connection or trophy on the shelf. It’s a real signal to prospective operators in the state that this brand has the presence and momentum necessary to be a leader in the market.”On track to reach the 20-unit mark by the end of the year, Biscuit Belly’s trajectory is clear. Through the combination of a chef-driven menu, streamlined operational model and deep commitment to leadership and excellence, Coulter has created a gem in the fast-casual and brunch spaces.For the UGA alum, the goal goes beyond opening more restaurants. He’s on a mission to make an impact through business ownership and create a real legacy. As the team continues to identify high-caliber operators to lead territories across Georgia and the Southeast, Biscuit Belly remains focused on finding franchisees who are aligned with its approach to elevated Southern fare.“We’ve spent the last few years honing the systems and culture so that new franchisees can enter a system that’s truly ready to scale,” Coulter said. “Now, we’re looking for people who see the same potential that we do and want to dominate their markets as part of a brand that’s redefining the most important meal of the day.”To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/biscuit-belly">https://1851franchise.com/biscuit-belly</a>.&nbsp;

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Chad Coulter, founder and CEO of Biscuit Belly, has turned Southern brunch into a high-growth franchise concept with new Georgia openings and UGA recognition fueling growth.

This University of Georgia Alum Is Betting Big on Brunch, Franchising and Winning

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<a href="https://biscuitbellyfranchise.com/">Biscuit Belly</a>, the fast-growing brunch franchise, is starting 2026 strong. The franchise brought on three new team members, launched its first-party catering program with&nbsp;<a href="https://www.monkeymediasoftware.com/">MONKEY</a> and is close to signing its first deal of the year.&nbsp;The three new team members include Aly Collings as construction manager,&nbsp;<a href="http://linkedin.com/in/catrina-marie-salas-1813b9219">Catrina Salas</a> as catering sales manager and&nbsp;<a href="http://linkedin.com/in/bryson-brewer-6481a8132">Bryson Brewer&nbsp;</a>as director of operations. All three leaders come from strong backgrounds that will bring&nbsp;<a href="https://1851franchise.com/biscuit-belly/info">Biscuit Belly’s</a> expansion plans to life.&nbsp;“Although we are all wearing many different hats, in a year with more openings than ever, we hired new team members to help us execute at a high level and reduce the workload on our existing staff,” said&nbsp;<a href="https://www.linkedin.com/in/chad-coulter-4663465b/">Chad Coulter</a>, founder and CEO. “We are also continuing to hire for internal roles to support the expected growth this year.”More team members mean greater support and more attention for franchisees and operators. The new additions will all play a role in helping give stores the support they need to open, operate properly and grow their sales.&nbsp;Here’s a closer look at the team and what they bring to the table.&nbsp;<h2>Aly Collings: Construction Manager</h2>Collings has worked in construction for about 11 years, starting in proposal writing, estimating and leading design teams for build-outs. She later moved over to project management in the long-term care industry, where she worked on commercial kitchens.&nbsp;After connecting with Coulter through a mutual friend, she learned about the opening at Biscuit Belly. Because she was already in the market for a new job, the construction manager role made sense.“Right now, I’m consulting for four new store openings and then I'll be helping with the design of a couple of new ones that are down the pipeline,” she said. “I’m the middle person between Chad, the general contractor (GC) and the architect. Any questions will come to me. I’ll be helping in the design process and bidding out the work, as well as choosing the GC and managing the whole process of retrofitting the space.”&nbsp;As the brand continues to expand, Collings will help streamline the build-out process for new units through updated processes and documents. Because Biscuit Belly buys a lot of its kitchen equipment and hood and HVAC equipment directly, Collings will help build owner-furnished packages to streamline the process between Biscuit Belly and the general contractor.&nbsp;“With the number of stores that are having openings at one time, I can definitely see why now is a good time for this role,” said Collings. “It's a big load, so it's a great time to have someone be able to take some of that work on. The pipeline only seems to be growing, and there are opportunities everywhere.”<h2>Catrina Salas: Catering Sales Manager&nbsp;</h2>Salas has worked in catering and hospitality for more than 20 years, with a background that includes both sales and operations. Along the way, she has helped several multi-unit brands build out their catering programs.She learned about the role after someone she connected with on LinkedIn encouraged her to apply. Once she submitted her application, Coulter reached out quickly, and the two came away from a nearly hourlong conversation feeling it was a good fit.“Everyone at Biscuit Belly is hungry, super friendly and believes in making everyone feel special when they dine at their locations,” Salas said. “For me, that plays a huge part in the catering world — creating those memorable experiences for people.”&nbsp;Watching the company's growth has been exciting for Salas. And catering will be a big part of the brand’s next phase of growth. Salas is there to support franchisees as catering becomes a bigger part of operations. She has already been communicating with franchise owners, supporting them with anything they need help with and sharing ideas.&nbsp;“They're not looking at it as something separate like most companies do,” Salas said. “They're including it in their daily operations. And when you integrate it into your daily operations, it will be much more successful. We don’t look at it as ‘You’re franchisees, here you go.’ We are partnering with them, and that’s what you truly need for growth, especially in the catering industry.”&nbsp;<h2>Bryson Brewer: Director of Operations</h2>Brewer has spent the last 15 years at City BBQ, helping them grow from just five locations to 55. Two years ago, he interviewed with Biscuit Belly for a position in Georgia. However, the timing wasn’t right and both parties had bigger goals.&nbsp;“Two years later, Biscuit Belly is opening two more locations here in Georgia and they thought it was time for me to come on,” Brewer said. “What's really cool is that my boss today,&nbsp;<a href="https://www.linkedin.com/in/clintonu/">Clint Umphrey</a>, was my boss 25 years ago. He was my boss at a Mexican restaurant when I got into the restaurant business, back in 1998, while I was in college.”&nbsp;As Director of Operations, Brewer’s first priorities are focusing on food, making sure the guest experience is strong and developing Biscuit Belly’s staff, including through internal promotions. “We need to make sure that our benches are ready for the growth that’s going on,” he said.&nbsp;Brewer knows that having strong business plans and expectations is crucial to franchise growth. He will focus on bringing on the right partners with the right backgrounds and holding them to the standard that makes Biscuit Belly great.&nbsp;<h2>Why Now Was the Time for New Hires</h2>Biscuit Belly is at a pivotal moment in its growth as a restaurant franchise. Each of these new hires, and more to come, will play a role in ensuring the brand is in the right position to meet the demand for its restaurants from prospective franchisees and guests.“Looking ahead, we will continue to grow first-party catering sales — and catering sales in general — successfully open all new restaurants with strong sales and great guest feedback, and continue to innovate on our menu,” Coulter said.&nbsp;With the right people now in place and a clear focus on execution, Biscuit Belly is positioning itself to scale responsibly while giving franchisees the support they need to succeed.To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/biscuit-belly.">https://1851franchise.com/biscuit-belly.</a>&nbsp;

The brunch franchise is adding leadership in key areas as it prepares for new units, stronger operational support and a larger catering presence.

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Why a Former Papa Johns Executive Invested in Biscuit Belly Franchising

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