Rise Biscuits Donuts announced Tuesday that the eatery has changed its name to Rise Southern Biscuits & Righteous Chicken.
Officials said in a news release that the new name and logo reflect the evolution of Rise from a single biscuit and doughnut shop in Durham to a franchised concept focused on Southern-style biscuits and fried chicken.
Rise was founded in 2012 in Durham by classically trained chef Tom Ferguson.
“We’ve learned a lot as we have grown, including how different markets react to our food, what it takes to run a profitable Rise location, and where our future lies,” said Ferguson, who now serves as the company’s CEO.
The rebranding began in the fall with interior renovations to the Carrboro and Durham locations, and has continued with updates to the menu that focus on sweet and savory biscuits.
“We’re committed to being the best at what we do and focusing on what we do best,” Ferguson said. “That’s biscuits. They are and always have been the soul of Rise.”
Rise makes their buttermilk biscuits every 30 minutes from North Carolina-milled flour and butter and fills them with savory ingredients such as bacon and country sausage, fried green tomatoes and their buttermilk-brined Righteous Chicken.
Last month Rise introduced cheddar and sweet potato specialty biscuits, as well as biscuits and gravy topped with ingredients such as crispy pork belly, veggie sausage and mushrooms.
While doughnuts will play a reduced role from now on, customers can expect glazed blueberry and strawberry biscuits as well as cinnamon pecan biscuit rolls.
“We’re focused on serving the best dang biscuits and beyond, both at our restaurants and through our new online ordering options,” Ferguson said. “The changes to our concept and menu put our customers, employees and culture first.”
Rise now has 15 locations throughout the Southeast, including at Landfall Shopping Center in Wilmington, and will be opening in Columbia, Maryland, and Asheville in the coming months. The company has been ranked among the Best Biscuits in the US by Food & Wine magazine, and was named a Top 100 Mover & Shaker for 2016 and 2017 by Fast Casual Magazine.
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