Rise Biscuits Donuts is now officially Rise Southern Biscuits & Righteous Chicken. The new name and logo reflect the brand’s evolution from a single biscuit and donut shop in Durham, North Carolina, to a franchised concept focused on delivering the best biscuits and its own “Righteous Chicken” for breakfast and lunch every day, the company said.
“We’ve learned a lot as we have grown, including how different markets react to our food, what it takes to run a profitable Rise location and where our future lies,” CEO Tom Ferguson said in a release. “We’re committed to being the best at what we do and focusing on what we do best. That’s biscuits. They are and always have been the soul of Rise.”
The updated concept focuses on 15-unit Rise’s Southern Biscuits, Righteous Chicken, sweet treats and coffee. It makes its buttermilk biscuits every 30 minutes from North Carolina-milled flour and 100 percent butter (no shortening or shortcuts) and fill them with savory ingredients ranging from crispy bacon and country sausage to fried green tomatoes and Righteous Chicken. The chicken is tenderized, brined in buttermilk, fried, and then served on a biscuit or as strips with a guest’s choice of toppings and sauces.
The rebranding began in the fall with interior renovations to Rise’s Carrboro and Durham stores and has continued with updates to the menu that focus on innovative savory and sweet biscuit recipes. Last month, the chain introduced cheddar and sweet potato specialty biscuits, available as an alternative to the classic buttermilk, as well as biscuits and gravy topped with everything from crispy pork belly to veggie sausage and mushrooms. While donuts will play a reduced role, the sweet stuff menu includes a glazed blueberry biscuit, a flaky strawberry biscuit and cinnamon pecan biscuit rolls, with several more creative and fun biscuit-centric dessert items on the horizon.
“We’re focused on serving the best dang biscuits and beyond, both at our restaurants and through our new online ordering options,” Ferguson added. “The changes to our concept and menu put our customers, employees and culture first.”