Biscuit Belly signs franchisees to develop 10 new units in Atlanta, Nashville

Agreements for a total of 20 new units have been finalized in 2021

Fast-casual Biscuit Belly signed a deal for 10 new units to be developed in the South, with five opening in Metro Atlanta and another five restaurants to be built in the Nashville, Tenn. designated market area (DMA). Experienced franchise partner Missy Moon and Robert Estapa of Fresh Development One will develop the breakfast-brunch chain in Atlanta. Meanwhile, Biscuit Belly co-founders, Chad & Lauren Coulter, and a melange of partners and investors, will build out the Nashville presence.

The deals for Atlanta and Nashville come on the heels of agreements for 10 units signed in the spring, making a total of 20 pipeline additions in 2021. Louisville and Southern Indiana are corporate markets, with executives planning additional expansion there.

Moon and Estaba will open locations in the Greater Atlanta area in Newnan, Columbus, Marietta, Woodstock, and Acworth. The partners have two decades of restaurant industry experience under their belt. In the past, Missy and Robert owned and operated several restaurant franchise concepts, including Quiznos, Newk’s Eatery, and Five Guys, and later sold them.

“After the first meeting with Biscuit Belly co-founders and seeing how organized and dedicated they are to bringing great high-quality food and service to communities, I knew this would be a great investment for us,” said Missy Moon. “As an experienced franchise owner who has been in the business for two decades, I am confident in what Biscuit Belly has to offer franchise owners and guests alike and have no doubt we will experience great success in the state of Georgia.”

The Coulters—the concept’s co-founders, will partner with Chuck Schnatter and an investor group led by Rick Kueber, co-founder and CEO of Glow Brands, together with other officers of the group. Glow Brands own and franchises several Sun Tan City, Planet Fitness and Buff City Soap locations.


Rich Emmett, a veteran franchise executive and restaurateur, will also join the team developing the Nashville DMA. Emmett held executive roles at Papa John’s, Quiznos, and most recently, Dunkin’ Brands.

Biscuit Belly projects it will add two to three more DMA agreements before the end of the year.

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