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Billion-Dollar Biscuits: Bojangles’!
By: Emory Brown
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When it comes to breakfast, McDonald’s is king of the morning with one-fourth of their sales coming from our stomachs’ morning craving. Yet, for those of us who are not in the QSR business, you may not know about the original chef who masterminded the morning biscuit: North Carolina’s own Bojangles’.

As a connoisseur of southern cuisine and even a brand guy who worked on McDonald’s launch of “Southern Fried Chicken,” I have to say that there is something about chicken and biscuits in the morning that can jump start a day; especially chicken and waffles.
 
Well, that’s just me with waffles, but the larger consumer market loves chicken and biscuits. My dad eats them religiously and so do other cult breakfast biscuits lovers. Yet some tongues in the free world have not savored the flavor of a Bojangles’ buttermilk biscuit.
 
Born in 1977, the restaurant opened its doors with a mission to serve great chicken, awesome biscuits, and dirty rice. Who has dirty rice for breakfast? In the south, they are the king of breakfast in their region, serving over 2.5 billion customers to date. With enticing menu items, twists on sausage, steak, ham, eggs, Bo-Berry biscuits, and much more, no one does breakfast like Bojangles’.

Now, focused on an expansion plan with projected sales of $1B this year, Bojangles’ as an organization is making headway into the future and will be coming to the Midwest pretty soon, I pray! But 10 states in the Southeast isn’t anything to sneeze at. It’s amazing how many QSRs are out there in the world feeding America right under our noses.
 
I honestly think someone in the QSR industry should organize a “Breakfast Biscuits” competition in all the major markets and let us breakfast-biscuit lovers worldwide salivate over the warmth of buttermilk joyously exciting our tasting buds. Judging from the food photography I’ve seen of Bojangles’ product line, I know that these guys will give McDonald’s a run for their money and put other QSRs to shame.
 
I guess we have to wait and see what’s going to happen in the next few years as Bojangles’ continues to grow and share buttermilk biscuit love with the world. In the meantime, I'm catching a plane to North Carolina for breakfast. 


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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