Biscuitville Fresh Southern, a family-owned restaurant chain known for its Southern-style breakfasts, recently started renovating the exterior of several of its restaurants as part of the company’s strategic rebranding initiatives. Three of its restaurants, located on Randleman Road and Battleground Road in Greensboro, North Carolina, and on Old Forest Road in Lynchburg, Virginia, are serving as test models for a $10 million company-wide renovation plan scheduled for 2015 that will give a refreshed, Southern look to all of Biscuitville’s 54 restaurants.
“As a part of our recent rebranding, we want to freshen up the look and feel of our restaurants to create a warmer, more welcoming atmosphere for our guests,” says Burney Jennings, CEO and president of Biscuitville Fresh Southern. “These renovations will help transform our restaurant’s country-themed look to a more modern, ‘new South’ dining environment where people can enjoy a delicious meal and spend quality time with their family and friends.”
The new prototype for Biscuitville’s restaurants has the appearance of a reclaimed Southern barn, with a tin roof, barn doors, and gooseneck lights on the outside. Biscuitville worked with Greensboro-based designer Bradshaw Orrell to create the new look that incorporates a clean white, slate, and Biscuitville gold color scheme inspired by Southern porches on the outside and beadboard walls and new furniture on the inside. The company also partnered with Greensboro-based “Chip” Calloway of Calloway and Associates to design the restaurants’ new exterior landscaping. The company is using its own internal staff to make the structural changes, led by David Shotwell, director of construction.
Other specific restaurant renovation highlights include:
· Updated colors; the exterior will be painted with warm grays, a bright white, and Biscuitville’s signature gold. On the interior, the ceilings will be painted a vibrant new Biscuitville blue.
· More welcoming entryways.
· New artwork featuring local neighborhood photography.
· New marquee and pylon road signs with Biscuitville Fresh Southern branding.
The renovations, combined with the recent launch of the company’s new Fresh Southern lunch menu that features chef-inspired sandwiches and sides made with fresh local ingredients, are bringing in new customers and helping to create an even more unique Southern dining experience for Biscuitville guests.