GREENSBORO – Kathie S. Niven has been named president of Greensboro-based Biscuitville Fresh Southern.
Niven joined Biscuitville in 2011 and most recently served as the company’s chief brand officer. In conjunction with the promotion of Niven, Kristie Mitchell has been promoted to vice president of brand and marketing.
Biscuitville employs more than 1,200 people and operates 54 restaurants in North Carolina and Virginia, including a location on Rockford Road in Mount Airy.
While chief brand officer, Niven was responsible for defining and accelerating Biscuitville’s brand vision and growth plan. As part of the company’s strategy, she oversaw the creation of Biscuitville’s Fresh Southern brand positioning, which encompassed logo development, restaurant redesign, packaging, employee uniforms, and trademarking.
Niven also spearheaded the design of the company’s new people excellence department as well as a new menu management assembly process, which produced the most successful promotional product-launch in company history – the spicy chicken and honey biscuit.
In addition, Niven introduced an in-house agency model at Biscuitville by building a team responsible for all communications and marketing initiatives, including photography, videography, media production, artwork and design, promotional material fulfillment, public relations, online retail, local store marketing, social media and content management. She also developed Biscuitville’s Collegiate Summer Intern Program.
Earlier in her career, Niven served as vice president of field marketing for Quiznos Corp. and marketing executive with RTM/Arby’s Roast Beef Corp., Burger King Corp., and Krispy Kreme Doughnut Corp.
“Biscuitville is proud of its heritage as a local, family-owned business, and we had to look no further than our own front door when considering the best candidate to serve as our president,” said Burney Jennings, chief executive officer of Biscuitville. “Kathie may not have Jennings as her last name, however, she certainly feels like family at Biscuitville.”
“I’m thrilled to have Kathie as Biscuitville’s leader, and I’m looking forward to working closely with Kathie in her new role,” he added. “I’m equally pleased that Kristie was ready to step up to become vice president of brand and marketing. The promotions of Kathie and Kristie demonstrate the depth of incredible talent we have within Biscuitville’s internal staff.”
Mitchell joined Biscuitville in early 2015 as senior brand creative and was responsible for overhauling everything from the brand’s extensive marketing collateral program to its restaurant menu boards. A year later, Mitchell became the company’s first-ever creative director and spearheaded the development of Biscuitville brand strategic vision.
For more information, visit the company’s website at Biscuitville.com.