Catering
Photo: VB
August 12, 2025
Vicious Biscuit rolled out Vicious Biscuit Rewards, a mobile app designed to boost guest interactions and streamline operations, with a particular focus on enhancing the catering experience.
“Restaurant operators must think beyond the dining room to support diverse revenue streams without compromising brand integrity,” George McLaughlin, co-founder and CEO of Vicious Biscuit, said in a company press release. “Vicious Biscuit Rewards strategically drives frequency, catering growth, and incremental sales while rewarding our loyal guests at every interaction.”
Catering takes center stage in loyalty
A key feature of Vicious Biscuit Rewards is its loyalty program, powered by Thanx and designed by MomentSpark, which integrates catering orders into its rewards ecosystem, allowing catering customers to earn rewards for their purchases.
“Vicious Biscuit shows what’s possible when emerging brands invest in meaningful guest relationships early on,” Zach Goldstein, CEO and founder of Thanx. “Their loyalty approach extends beyond transactional rewards, offering personalized experiences and incentives that genuinely build long-term guest affinity.”
Beyond catering, the loyalty program also offers perks such as a complimentary regular or gluten-free biscuit during weekday dine-ins, complete with signature jams and house-made butters from Vicious Biscuit’s Jam Bar.
“There are two things that guests value most today — the experience and convenience,” Shawn Sweeney, a partner at MomentSpark and former head of global loyalty innovation for Starbucks, said in the release. “We designed this loyalty program with Vicious Biscuit to deliver their signature Southern hospitality across all guest interactions, from dine-in to catering.”
Seamless digital access, operational efficiency
The Vicious Biscuit Rewards app provides full digital access to the brand’s complete menu, making it easier for guests to order, including large catering requests. Intuitive navigation, personalized rewards and a consistent ordering experience are now unified within a single digital ecosystem.
Integrated partnerships with Olofor unified ordering and delivery, and Valutec for gift cards provide strong backend capabilities, said Amanda Kahalehoe, COO of Vicious Biscuit. The integrations ensure real-time accuracy and operational efficiency for all orders, including catering, by simplifying marketplace integration.
“Our top priority was ensuring seamless integration by delivering intuitive ordering for guests while simplifying operations for our teams,” Kahalehoe said in the release. “The pilot phase validated our approach: the platform significantly enhanced efficiency without friction, setting the stage for growth and consistent high-quality guest experiences.”
Building infrastructure for expansion
Vicious Biscuit has always prioritized scalable systems, and this philosophy extends to its digital infrastructure, particularly with an eye on catering growth. The brand built its omnichannel platform to support both corporate and franchisee expansion, recognizing the importance of early investments.
“Early investment in a scalable digital infrastructure isn’t just strategic; it’s necessary,” McLaughlin said. “Our franchise partners now have the tools to confidently scale operations without sacrificing the quality of guest interactions.”
Sweeney added that the new digital platform not only enhances guest experiences but also provides franchise operators with real-time insights to make smarter marketing decisions and drive incremental sales growth, especially in the profitable catering segment.
Benefits for franchisees, operations
Vicious Biscuit Rewards provides immediate advantages for both corporate and franchise locations, including:
- Increased guest frequency through personalized loyalty incentives, including for catering.
- Improved profitability via centralized order, analytics and reduced overhead costs and third-party fees.
- Real-time data insights for precise inventory and operational management.
- Unified guest experiences through consistent digital menus, pricing and ordering channels, ensuring reduced friction across all ordering platforms and improved accuracy for all orders, including large catering requests.
- Significant catering revenue growth through strategic rewards integration.
Early Results
Vicious Biscuit piloted the platform with objectives, prioritizing integration over simple tech consolidation. Early tests confirmed operational efficiency and strong guest adoption across all channels, particularly noting the ease of managing catering orders.
“This platform is transformative for us and our franchise partners,” Kahalehoe said in the release. “It empowers our teams with seamless, integrated tools, significantly improves operational efficiency, and deepens guest loyalty across dine-in, digital ordering, and catering which is exactly what’s needed to compete in today’s market.”
With Vicious Biscuit Rewards now live, guests signing up will receive 50 bonus points and one complimentary à la carte biscuit redeemable weekdays with any dine-in purchase.
Vicious Biscuit was founded in 2017.
Vicious Biscuit on TikTok
@fastcasual @viciousbiscuitchs COO Amanda Kahalehoe joins Cherryh and Paul on Fast Casual Nation! Watch the full pod at https://youtube.com/playlist?list=PL7XXvAM_zSM6XRujQ1cAVc1wJTjCwTLZp&si=D_X3pcBM0S_M1_HM @Paul Barron ♬ original sound – Fast Casual
