Where Flavor Meets Identity: The Big Biscuit Case Study

The Big Biscuit isn’t just serving breakfast - it's serving an experience. Known across the Midwest for hearty breakfast & lunch classics, warm hospitality, and a loyal morning crowd, the Big Biscuit team wanted to evolve their brand presence as they continued to grow. With expansion on the horizon and a dedicated fan base behind them, the team recognized the opportunity to elevate their identity through thoughtful, unique branding that guests would proudly wear.

To bring their vision to life, they turned to Grandstand for support in developing custom merchandise, retail-ready gear, and cohesive team apparel that would strengthen The Big Biscuit brand from the kitchen line to the dining table.

Images provided by The Big Biscuit, used with permission.

"Grandstand is a valued partner of The Big Biscuit. From team apparel to thoughtful gifts, Grandstand supports The Big Biscuit with creative solutions and exceptional professionalism." 

Katie Allen, Director of Marketing - The Big Biscuit

The Challenge

As The Big Biscuit team set out to enhance their brand, they needed more than just merch — they needed a fully realized visual extension of who they are.

• A refreshed, distinctive logo system that captured the fun, welcoming, breakfast-forward personality of their brand.

• A retail merch line that fans would actually want to buy.

• Durable, well-designed apparel for team members that would elevate their in-store look and create a more cohesive guest experience.

• A partner who understood their growing brand, could support creative development, and deliver quality across both apparel and branded items.

The Grandstand Solution

Grandstand partnered closely with The Big Biscuit team to create a branded program that felt modern, meaningful, and unmistakably “The Big Biscuit.”

1. Elevating the Brand With Unique Logo Design & Identity Work

Grandstand helped develop a refreshed visual identity - unique logos, playful iconography, and bold graphic elements - to support both retail merch and internal staff gear. These updated brand assets gave The Big Biscuit a stronger, more flexible identity that could scale across apparel, signage, packaging, and beyond.

2. Building the Big Biscuit Merchandise Line

From apparel to drinkware to everyday accessories, Grandstand curated and produced a retail-focused merch line that aligned with The Big Biscuit’s personality: warm, fun, and bold. These items became more than souvenirs - they became conversation starters and brand ambassadors worn throughout the community.

3. Designing Cohesive Staff Gear

Grandstand supplied durable, comfortable, and professional team apparel that brought a consistent look to The Big Biscuit team. The gear carried the newly developed logos and brand accents, helping unify the in-store environment and reinforcing a polished yet friendly guest experience.

Results

By partnering with Grandstand, The Big Biscuit successfully transformed their brand presence inside the restaurant and out in the community. Together, we helped them:

• Strengthen brand recognition with cohesive new logos and merchandise.

• Create retail-ready products that customers were excited to purchase and share.

• Elevate the in-store experience through consistent and professional team apparel.

• Build a scalable branded program ready to grow alongside their expanding footprint.

Conclusion

The Big Biscuit has always been a Midwest favorite, but now, its brand identity reflects the same energy, quality, and charm its customers love. With the help of Grandstand, the team transformed their logos, merch, and staff gear into powerful touchpoints that amplify the brand’s presence in Kansas City and beyond.

Together, The Big Biscuit and Grandstand created a brand experience that guests don’t just taste - they remember.

Breakfast, lunch, and big branding – Find a Big Biscuit today.