From Zero to $3.6 Million: How Brian Built a Biscuit Empire with No Experience

Imagine going from no restaurant experience to raking in $3.6 million a year in revenue, all by selling flaky, buttery biscuit sandwiches stuffed with juicy, tender, perfectly fried chicken. That’s the story of Brian, the co-founder of Bird Bird Biscuit, a small Austin-based business that’s taken the breakfast sandwich game by storm. What started as a simple idea between two friends has turned into a phenomenon, with over a million biscuits sold and a spot as the #5 place to eat in the country in 2022. So, how did Brian do it? It all comes down to one job, a mindset shift, and a relentless focus on blowing people’s minds—one biscuit at a time. Let’s dive into his journey, the lessons he learned, and the secret that eliminated his need for traditional marketing forever.

The Spark: A Partnership and a Quest for What Works

Brian didn’t grow up dreaming of biscuits. In fact, he’d never even made one before starting Bird Bird Biscuit. “When we started this business, I had never run a kitchen. I had never made a biscuit,” he admits. So what got him into the biscuit sandwich industry? It started with a relationship. Brian and his business partner, Ryan, met when Brian worked at Ryan’s café, Thunderbird. Ryan, tired of the café grind, wanted out and approached Brian with an idea: “I want to start a business with you. I want to start something we can grow.”

With no clear concept in mind, the duo hit the road, traveling to eight or nine cities to explore what resonated with people. “We were looking for why things were connecting—what’s the energy like?” Brian recalls. One trend stood out: people loved breakfast sandwiches. Back in Austin, they noticed a gap. “People are making tacos, but nobody’s making biscuits,” Brian realized. With a friend’s help, they crafted a base biscuit recipe, distilled their vision to its simplest form, and Bird Bird Biscuit was born.

The Hustle: Overcoming Adversity and Startup Struggles

Brian didn’t come from money. Growing up in the countryside with three younger brothers and an older sister, life threw its share of challenges. “My mom passed away when I was 16 or 17 from MS. Me and my siblings grew up in different houses for various reasons,” he shares. Despite the adversity, those experiences connected him with people who shaped who he is today—including Ryan.

Starting Bird Bird wasn’t cheap. The first location cost $600,000 to open—far more than their hoped-for $350,000 to $400,000—due to delays and equipment expenses like industrial ovens. Brian brought sweat equity, while Ryan provided the financial backing from years of savings. “I didn’t have any money saved up, but he did,” Brian says. “He gave me actual equity in the business, and we really did it together.”

The early days were brutal. With no systems in place, the business hit the ground running, and Brian’s body couldn’t keep up. “Six or seven months in, my white blood cell count dropped to zero. I wound up in the ER for 10 days—I was just kind of dying,” he recalls. His brother stepped in to help, and they pushed through. “If it comes to persevering or quitting, persevere,” Brian advises, though he admits the 110-115-hour weeks weren’t healthy. “I wouldn’t recommend it, but it was necessary for where we were.”

The Pivot: How a Pandemic Changed Everything

Then came 2020. The pandemic flipped Bird Bird’s traditional dine-in model upside down. “We used to have inside seating—people would line up at the register. We didn’t do online business at all,” Brian explains. When lockdowns hit, they nearly closed. But one employee’s suggestion saved them: “Why don’t we just pop up that window and keep selling biscuits?” What they thought would be a two-week fix became a permanent shift. “Now, 90% of our business is online,” Brian says. Orders flooded in—15, 20, 25 at a time—forcing a complete overhaul of their systems. Inside seating became kitchen space, and the business grew because they had room to scale.

Today, with two locations and a third on the way, Bird Bird employs 50 people and generates close to $4 million in revenue annually. Their cost of goods runs 25–27%, and labor hovers around 30%—solid margins for the restaurant industry. Monthly overhead, including labor and food costs, ranges from $75,000 to $100,000 per location. “Our ovens are the money makers,” Brian says, pointing to the expensive equipment that churns out biscuits to perfection.

The Secret: Marketing Without Spending a Dime

Here’s the kicker: Bird Bird has barely spent a dime on marketing. So how do they draw massive crowds and sell over a million biscuits? “It’s one value we live by: blowing people’s minds,” Brian reveals. “Look at the biscuit—flaky, buttery. The chicken—juicy, tender, fried to perfection. They want to talk about it. That creates fans.” Word-of-mouth became their megaphone. They give away free items, including off-menu treats, to surprise and delight customers. “Give somebody something they can’t buy,” Brian says. “It’s the best marketing you can get.”

Customer service is key, too. With no indoor seating, Brian trains his team to seek opportunities to connect. “This morning, people came to the door during a winter freeze when we were closed. Instead of staying inside, we went out, talked to them, and served them. Little things matter,” he says. Five-star reviews pour in because people feel the love.

The Lessons: Values, People, and Persistence

After making over a million biscuits, Brian learned a few things. First, values aren’t just buzzwords—they’re guideposts. “We thought long and hard about what our values mean. They’re fulfilling when you apply them,” he says. Second, it’s all about people. “Put the people first,” he advises, a lesson echoed in his favorite book, Dare to Lead by Brené Brown, which teaches communication and relationship-building. His other pick, Autobiography of a Yogi, shaped his mindset: “Everything you create comes out of what you become.”

For aspiring entrepreneurs, Brian suggests asking, “What’s needed?” Whether it’s for yourself or your community, that question drives a concept worth pursuing. And when challenges hit—like the ER stint or pandemic pivots—view them as opportunities. “Whatever conditions confront me, I know they represent the next step in my spiritual unfoldment,” he affirms.

The Payoff: A Business Built on Biscuits and Balance

Today, Brian’s curiosity keeps burnout at bay. “I haven’t felt it yet,” he says, crediting meditation for balance. For his team, he frames Bird Bird as more than a job—it’s a place to learn life skills you can’t buy at a university. Processes have evolved, too. What once took 30 minutes to make a bowl of biscuit dough now takes 2-3, thanks to trial and error. “You do what you’re shown until you know what you do—then stay open to learning,” he says.

Bird Bird’s most popular sandwich, the Queen Beak, sums up their magic: a simple biscuit with bacon-infused Chipotle mayo, fried chicken, and spiced honey. It’s small tweaks—like reserving bacon fat or adding cayenne—that make it unforgettable. “Keep it simple, and people taste the nuances,” Brian notes.

The Takeaway: Start Small, Dream Big

Brian’s story proves you don’t need experience or a fat wallet to build something extraordinary. With $600,000 in startup costs (mostly Ryan’s savings), a knack for perseverance, and a focus on delighting customers, he turned a biscuit into a $3.6 million empire. His advice? “Find something you love doing. It’s work, but if you love it, you’ve got a battery that keeps you recharged.”

Want to start your own business but lack funding? Check out the UpFlip quiz in the description to find a model that fits your goals. And for more inspiration, see episode 194, where an entrepreneur went from growing mushrooms to supplying restaurants. Brian’s journey shows that with the right mindset—and a killer biscuit—anything’s possible.

#Innovation #Leadership #Entrepreneurship #DigitalMarketing #Technology #Career #Networking #Business #Motivation #FutureOfWork

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