From Zero Experience to $3.6 Million in Revenue: The Rise of Bird Bird Biscuit!

 

Imagine going from no restaurant experience to generating $3.6 million a year in revenue, all by selling biscuit sandwiches. That’s the remarkable story of Brian, co-founder of Bird Bird Biscuit, a small Austin-based business that’s taken the breakfast sandwich scene by storm. With over a million biscuits sold, two thriving locations, and a spot as the #5 place to eat in the U.S. in 2022, Brian’s journey is a testament to perseverance, innovation, and a mindset that turns challenges into opportunities. In this article, we’ll explore how Brian went from a novice to a biscuit mogul, the industry backdrop that set the stage, and the strategies that fueled Bird Bird’s meteoric rise.

The Restaurant Industry Before Bird Bird: A Landscape Ripe for Disruption

The restaurant industry has always been a tough nut to crack. Before Bird Bird Biscuit emerged, the early 2010s saw a saturated market dominated by fast-casual chains and traditional diners. Breakfast options, while popular, often leaned heavily on predictable staples like pancakes, eggs, and bacon served in familiar formats. In cities like Austin, known for its vibrant food truck and taco culture, the competition was fierce, but there was a gap—something simple yet crave-worthy that could stand out.

Profit margins in the restaurant industry typically hover between 3-5% for full-service establishments, with fast-casual concepts sometimes reaching 6-9%, according to the National Restaurant Association. Labor costs, food waste, and overhead often eat into profits, making it a high-risk venture for newcomers. The rise of online ordering and delivery apps was just beginning to reshape how people dined, but many small businesses hadn’t yet adapted. This was the world Brian stepped into—challenging, crowded, and ready for a fresh idea.

Brian’s Unlikely Start: A Journey Fueled by Relationships and Resilience

Brian didn’t come from a culinary background or a wealthy family. Raised in rural America with three younger brothers and an older sister, his childhood was marked by adversity. His mother passed away from multiple sclerosis when he was a teenager, scattering his siblings across different homes. Yet, these hardships forged a resilience that would later define his entrepreneurial path.

His entry into the restaurant world began with a job at Thunderbird Cafe, owned by his future business partner, Ryan. There, Brian wasn’t just an employee—he was building a relationship that would change his life. Ryan, tired of the cafe business, saw potential in Brian’s work ethic and vision. Together, they dreamed of something bigger. With no savings of his own, Brian brought “sweat equity” to the table, while Ryan provided the financial backing. Their partnership was rooted in trust and a shared goal: to create a business that resonated with people.

The Birth of Bird Bird Biscuit: Finding a Niche in Simplicity

The idea for Bird Bird Biscuit didn’t come from a recipe book—it came from exploration. Brian and Ryan traveled to eight or nine cities, studying what drew crowds to certain eateries. They noticed a universal love for breakfast sandwiches but saw an opportunity to simplify and specialize. In Austin, tacos reigned supreme, yet biscuits were an untapped niche. Armed with a friend’s base biscuit recipe, they distilled their concept down to one thing: perfect biscuit sandwiches.

Their first location opened with a $600,000 investment—far more than the $350,000-$400,000 they’d budgeted—due to delays and equipment costs like industrial ovens. Brian admits he’d never run a kitchen or made a biscuit before, but his mindset was clear: “If it comes to persevering or quitting, persevere.” That determination carried them through early chaos, including a health scare that landed Brian in the ER for 10 days with a near-zero white blood cell count. His brother stepped in to keep the business alive, proving that Bird Bird’s success was a team effort from the start.

The Pandemic Pivot: A Blessing in Disguise

When the COVID-19 pandemic hit in 2020, Bird Bird faced a make-or-break moment. Indoor dining shut down, and the traditional model of customers lining up at the register crumbled. Many restaurants closed, expecting a two-week pause that stretched into months. But a suggestion from a loyal employee changed everything: “Why don’t we just pop open that window and keep selling biscuits?”

This pivot to a takeout-only model, coupled with a shift to 90% online orders, transformed Bird Bird’s operations. The interior space became all kitchen, boosting production capacity. Online orders flooded in—15, 20, 25 at a time—forcing Brian and his team to overhaul their systems. What started as a survival tactic became a growth engine, allowing them to scale efficiently and meet surging demand.

Scaling to Success: $3.6 Million and Counting

Today, Bird Bird Biscuit boasts two locations, employs 50 people, and generates nearly $4 million in annual revenue. Their cost of goods runs 25-27%, with labor at about 30%—solid figures for the fast-casual space, where tight margins are the norm. Monthly overhead, including labor and food costs, ranges from $75,000 to $100,000 across both stores and their production facility. Yet, their success isn’t just financial—it’s cultural.

Named the #5 place to eat in the U.S. by Yelp in 2022, Bird Bird thrives on word-of-mouth marketing. “Blow people’s minds,” Brian says, explaining their strategy of delivering exceptional experiences—flaky biscuits, juicy fried chicken, and unique touches like bacon-infused chipotle mayo or spiced honey. They give away off-menu items and prioritize customer service, turning first-timers into fans who spread the word.

The Secret Sauce: Values, Systems, and People

Bird Bird’s rise isn’t just about biscuits—it’s about people. Brian credits his team for upholding the company’s values: attention to detail, hospitality, and a relentless drive to improve. Recipes were tweaked 1,000 times to perfect the product, and systems evolved from 30-minute dough prep to 2-3 minutes through trial and error. Training and communication ensure consistency as they expand to a third location.

His partnership with Ryan also stands out. Disagreements happen, but they’re handled as conversations, not confrontations, thanks to mutual respect and clear communication. For Brian, entrepreneurship is about more than profit—it’s about fulfillment. “I’m in the people business,” he says, a philosophy that keeps him and his team motivated.

Industry Impact: Redefining Fast-Casual Breakfast

Bird Bird Biscuit didn’t just succeed—it helped redefine fast-casual breakfast in Austin and beyond. By focusing on a single, craveable item, they tapped into a growing demand for simplicity and quality in a post-pandemic world. Their online-first model aligns with industry trends, where digital sales now account for over 30% of restaurant revenue, per the NRA. They’ve inspired other entrepreneurs to rethink how niche concepts can thrive in competitive markets.

Lessons for Aspiring Entrepreneurs

Brian’s story offers a roadmap for anyone starting from scratch. Find a need, build a strong team, and embrace challenges as opportunities. His recommended reads—Dare to Lead by Brené Brown for leadership tools and Autobi آنچهography of a Yogi for personal growth—underscore the importance of relationships and mindset. Above all, he advises, “Combine what you do with being in the people business. You’ll be all right.”

From a rural upbringing to a biscuit empire, Brian’s journey shows that success doesn’t require experience or wealth—just grit, a great partner, and a willingness to adapt. Bird Bird Biscuit isn’t just feeding Austin—it’s proving that small ideas, executed with heart, can rise to the top.

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FAQs About Bird Bird Biscuit and the Restaurant Industry

1. What inspired the creation of Bird Bird Biscuit?
   Brian and his partner Ryan traveled to multiple cities, noticing a love for breakfast sandwiches and a gap for biscuits in Austin’s taco-heavy scene.
2. How did Brian start a restaurant with no experience?
   He relied on sweat equity, a strong partnership with Ryan, and a willingness to learn through trial and error.
3. What makes Bird Bird Biscuit unique in the restaurant industry?
   Its focus on perfecting a single item—biscuit sandwiches—with standout flavors and exceptional customer service sets it apart.
4. How much revenue does Bird Bird Biscuit generate annually?
   The business generates close to $4 million across its two locations.
5. What are the startup costs for Bird Bird Biscuit’s first location?
   It cost $600,000, exceeding the initial $350,000-$400,000 budget due to delays and equipment expenses.
6. How has the restaurant industry evolved in the last decade?
   It’s shifted toward fast-casual dining, online ordering, and niche concepts, driven by changing consumer habits.
7. What role did the COVID-19 pandemic play in Bird Bird’s success?
   It forced a pivot to takeout and online orders, boosting efficiency and capacity.
8. Why are breakfast sandwiches so popular?
   They’re portable, versatile, and appeal to a wide range of tastes, making them a breakfast staple.
9. How does Bird Bird maintain low marketing costs?
   By “blowing people’s minds” with quality and service, they rely on word-of-mouth from satisfied customers.
10. What challenges do new restaurant owners face?
    High startup costs, tight margins, labor management, and adapting to market shifts are common hurdles.
11. How does the fast-casual model differ from traditional dining?
    It offers quicker service and lower overhead without sacrificing quality, appealing to busy consumers.
12. What societal trends boosted Bird Bird’s growth?
    A demand for convenience, quality comfort food, and digital ordering aligned with their model.
13. How important is team culture in a restaurant?
    It’s critical—engaged employees uphold quality and service, driving customer loyalty.
14. What are typical profit margins in the restaurant industry?
    They range from 3-9%, depending on the model, with fast-casual often on the higher end.
15. How does Bird Bird source its ingredients?
    While not detailed, their focus on quality suggests partnerships with reliable local or specialty suppliers.
16. What’s the biggest expense for Bird Bird Biscuit?
    Labor, costing $75,000-$100,000 monthly across both locations, is their largest overhead.
17. How does online ordering impact restaurant operations?
    It increases order volume but requires streamlined systems to handle rapid demand.
18. Why did Brian choose biscuits over other foods?
    They saw an unmet need in Austin and wanted a simple, scalable concept.
19. How does Bird Bird ensure consistency across locations?
    Through detailed training, written processes, and clear team communication.
20. What’s the future of fast-casual dining?
    Experts predict more tech integration, sustainability focus, and niche offerings.
21. How do restaurants adapt to economic downturns?
    They pivot to cost-effective menus, takeout, or value-driven promotions.
22. What skills are essential for restaurant entrepreneurs?
    Adaptability, leadership, financial acumen, and customer focus top the list.
23. How does Bird Bird’s labor cost compare to industry standards?
    At 30%, it’s slightly below the typical 33-35% for fast-casual, showing efficiency.
24. What’s the appeal of niche restaurant concepts?
    They attract loyal customers by mastering one thing well, reducing complexity.
25. How has Austin’s food scene influenced Bird Bird?
    Its eclectic, foodie culture provided a receptive audience for their unique offering.
26. What’s the most popular Bird Bird sandwich?
    The Queen Beak, with bacon-infused chipotle mayo, fried chicken, and spiced honey, reigns supreme.
27. How does Bird Bird handle customer service without indoor seating?
    They seek out opportunities to connect, like greeting customers personally outside.
28. What’s Bird Bird’s approach to food cost management?
    They empower staff to understand costs, reducing waste and optimizing portions.
29. How sustainable is Bird Bird’s business model?
    Its simplicity and scalability suggest resilience, though specifics on sourcing aren’t public.
30. What equipment is essential for Bird Bird’s operations?
    Industrial ovens are their “money makers,” critical for high-volume biscuit production.
31. How does Bird Bird innovate its menu?
    They tweak classics with small, flavorful twists like spiced honey or bacon-infused mayo.
32. What’s the biggest lesson Brian learned from Bird Bird?
    Perseverance and valuing people over profit are key to lasting success.
33. How does Bird Bird train its 50 employees?
    With written systems and consistent messaging, they’re refining this as they grow.
34. What’s Bird Bird’s customer demographic?
    Likely a mix of foodies, locals, and tourists drawn to its reputation and simplicity.
35. How does Bird Bird handle peak demand?
    Streamlined online systems and an all-kitchen layout manage high order volumes.
36. What’s the role of partnerships in Bird Bird’s success?
    Brian’s bond with Ryan provided the financial and emotional foundation to launch.
37. How does Bird Bird give back to the community?
    They offer off-menu giveaways and prioritize personal customer interactions.
38. What’s the production process for Bird Bird biscuits?
    Dough is mixed, shaped, frozen for 8 hours, then baked to flaky perfection.
39. How does Bird Bird balance quality and speed?
    Efficient processes, like cutting dough prep from 30 minutes to 2-3, maintain both.
40. What challenges did Brian face scaling Bird Bird?
    Health issues, system overhauls, and managing growth tested his resilience.
41. How does Bird Bird plan to expand further?
    A third location is in progress, with a focus on tightening training and systems.
42. What’s Brian’s advice for aspiring restaurateurs?
    Find fulfillment in your work and prioritize people—it’s the heart of any business.