The Big Biscuit, a modern All-American breakfast and lunch franchise concept known for its classic comfort food served with genuine hometown hospitality, has officially announced a signed lease for its latest location coming to Missouri. The upcoming restaurant will be situated at 503 E Nifong Blvd in Columbia, marking a significant milestone in the brand’s regional expansion strategy. This new establishment is expected to welcome guests in the near future, bringing a new dimension to the local dining scene and further solidifying the brand’s presence in the Midwest.
The announcement of the Columbia location represents more than just a physical expansion; it signals the beginning of a high-profile partnership between The Big Biscuit and the Umstattd family, a group of seasoned restaurant operators with a deep history in the hospitality industry. While this will be the Umstattds’ first venture into The Big Biscuit system, the family is far from new to the world of franchising. Their journey in the food service sector began decades ago when Kevin Umstattd opened his first Sonic Drive-In. Since that initial investment, the family’s portfolio has grown exponentially, and they now operate more than 30 Sonic locations across multiple states.
The decision to diversify into the breakfast and lunch daypart was a calculated move for the Umstattd family. After years of managing the fast-paced, often late-night demands of the quick-service industry, the family found themselves increasingly attracted to the specialized morning daypart and the streamlined operations established by The Big Biscuit’s Vice President of Operations, Scott Jayne. The Umstattds have spent several years observing the steady growth and market resilience of The Big Biscuit, noting its ability to maintain high standards of quality and service even during periods of broader economic fluctuation.
A Legacy of Multi-Unit Excellence
The transition into The Big Biscuit marks a generational evolution for the Umstattd family business. Second-generation franchisees Corbin and Miles Umstattd are set to take the lead in launching and managing the Columbia restaurant. This move allows the family to leverage their extensive operational experience while embracing a concept that prioritizes community connection and "people-first" values.
Miles Umstattd will be primarily responsible for the "back-of-house" and internal functions, overseeing training, daily operations, and team development. His role is critical in ensuring that the brand’s signature "hometown hospitality" is reflected in every interaction between staff and guests. Conversely, Corbin Umstattd will focus on the "front-of-house" and external growth, managing marketing initiatives, human resources, and community engagement. This division of labor is designed to ensure that the restaurant is not only operationally sound but also deeply integrated into the Columbia community.
"As a longtime restaurant operator, I know a people-first culture shapes the brand experience for guests and team members," said Miles Umstattd in a statement regarding the expansion. "We feel confident that The Big Biscuit, Columbia will be a restaurant the community cherishes for years to come."
The Umstattds’ entry into the system is viewed as a major win for the franchisor. Marita Swift, Vice President of Strategic Growth at The Big Biscuit, emphasized the importance of finding partners who align with the brand’s core mission. "The Umstattds are ideal franchisees to grow and strengthen The Big Biscuit brand," Swift noted. "They have years of experience, established operations teams, and are committed to adding real value to their people and guests. We’re looking forward to the Columbia location debuting and are eager to bring a consistent, high-quality breakfast and lunch experience to the community."
Strategic Significance of the Columbia Market
The selection of 503 E Nifong Blvd as the site for the new restaurant is a strategic choice. Columbia, Missouri, is a vibrant city known for its diverse economy, fueled largely by the presence of the University of Missouri (Mizzou). As a regional hub for education, healthcare, and insurance, Columbia offers a stable and growing demographic that aligns perfectly with The Big Biscuit’s target audience.
The Nifong Boulevard corridor is a high-traffic area with a mix of residential neighborhoods, retail centers, and professional offices. This ensures a steady flow of potential customers, ranging from university students and faculty to local families and business professionals looking for a reliable breakfast or lunch spot. The "morning daypart"—typically spanning from 6:00 AM to 2:00 PM—is one of the fastest-growing segments in the restaurant industry. By focusing on this window, The Big Biscuit avoids the complexities of dinner service and late-night operations, allowing for a better work-life balance for employees—a factor that has become increasingly important in a competitive labor market.
The Rise of the Breakfast-Centric Franchise
The Big Biscuit’s expansion comes at a time when the "breakfast and brunch" category is seeing a resurgence across the United States. According to industry data, breakfast is the only meal period that has shown consistent growth in foot traffic over the past several years. Consumers are increasingly seeking out "elevated comfort food"—dishes that feel familiar and nostalgic but are prepared with high-quality ingredients and served in a modern, clean environment.
The Big Biscuit, which opened its first franchise location in 2020, has positioned itself to capitalize on this trend. The brand’s menu is anchored by its namesake biscuits, but it also features a wide array of omelets, pancakes, French toast, and lunch favorites like burgers and salads. By maintaining a focused menu and a streamlined operational model, the brand allows franchisees to maintain high margins while delivering a superior guest experience.
The brand’s growth trajectory is notable. Since beginning its franchising program just four years ago, it has successfully expanded beyond its Kansas City roots. The company is currently focused on identifying franchise groups that possess not only the capital to expand but also a "hunger for growth" and a commitment to the community-centric values that define the brand.
Operational Philosophy and Community Integration
A key component of The Big Biscuit’s success is its commitment to "genuine hometown hospitality." In an era where many restaurant concepts are moving toward full automation, kiosks, and reduced human interaction, The Big Biscuit remains dedicated to a full-service model that emphasizes personal connection.
For the Umstattd family, this philosophy was a major selling point. Their experience with the Sonic brand—a concept built on speed and convenience—provided them with a deep understanding of efficiency. However, they recognized a growing consumer desire for sit-down dining experiences where the staff knows the regulars by name. The Columbia location is expected to serve as a community "third place"—a spot outside of home and work where residents can gather, celebrate, and connect.
The brothers’ plan for community engagement involves more than just standard advertising. They intend to partner with local schools, sports teams, and non-profit organizations in Columbia to ensure the restaurant gives back to the area it serves. This "community-first" approach is a cornerstone of The Big Biscuit’s corporate identity and is a requirement for all new franchisees entering the system.
Broader Implications for Regional Expansion
The Columbia lease signing is a precursor to a larger expansion plan for The Big Biscuit. The brand has identified several key markets across Texas, Missouri, and Arkansas for future development. By targeting regional communities rather than just major metropolitan hubs, the brand is able to tap into markets where there is high demand for quality breakfast options but often less competition from national full-service chains.
The franchise model developed by the leadership team, including Scott Jayne and Marita Swift, is designed for scalability. With established supply chains and a proven training program, the brand is well-equipped to support multi-unit operators like the Umstattds as they look to open additional locations in the coming years.
Industry analysts suggest that the "mid-scale" dining segment, where The Big Biscuit operates, is particularly well-positioned for the current economic climate. While high-end fine dining may see a pullback during inflationary periods, and fast food faces pressure from rising labor costs and consumer fatigue, mid-scale breakfast concepts offer a "perceivable value." Guests feel they are getting a high-quality, made-to-order meal and professional service at a price point that remains accessible for regular visits.
Timeline and Next Steps
With the lease at 503 E Nifong Blvd officially signed, the project now moves into the design and construction phase. The Umstattds will work closely with The Big Biscuit’s corporate team to ensure the restaurant reflects the brand’s modern aesthetic while incorporating local touches that resonate with the Columbia community.
Recruitment for the management team and staff is expected to begin several months before the grand opening. Given the Umstattds’ reputation as employers in the region through their Sonic operations, the new location is expected to attract a strong pool of applicants. The family’s focus on "team development" will be put to the test as they train a new cohort of employees in the specific service standards required by The Big Biscuit.
As the late 2024 or early 2025 opening date approaches, the Columbia community can expect a series of "soft opening" events and community previews. These events are designed to fine-tune operations while introducing the brand’s signature dishes—such as their massive "Biscuit and Gravy" plates and specialty omelets—to local diners.
Conclusion
The arrival of The Big Biscuit in Columbia represents a convergence of experienced local leadership and a high-growth national brand. For the Umstattd family, it is a strategic diversification that honors their long history in the restaurant business while looking toward the future of the industry. For the city of Columbia, it brings a new destination for classic American comfort food and a business committed to community values.
As The Big Biscuit continues its march across the Midwest and South, the Columbia location will serve as a blueprint for how the brand can successfully integrate into college towns and regional hubs. With a focus on quality food, operational excellence, and a "people-first" culture, the partnership between the Umstattds and The Big Biscuit is poised to set a new standard for the breakfast and lunch experience in Mid-Missouri.
