Niven oversaw 'Fresh Southern' marketing campaign and rebranding
Biscuitville has named a Burlington native as its new president.
Kathie Sink Niven has been with the restaurant chain since 2011, most recently as its chief branding officer.
“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,” CEO Burney Jennings said in a statement. “Kathie may not have ‘Jennings’ as her last name, [but] she certainly feels like family at Biscuitville.”
Niven is a graduate of Cummings High School and Elon University. She was previously vice president of field marketing for Quizno’s and a marketing executive for RTM/Arby’s Roast Beef Corp., Burger King Corp. and Krispy Kreme Doughnut Corp.
Niven oversaw the creation of Biscuitville’s “Fresh Southern” brand, which involved logo development, restaurant redesigns, packaging, employee uniforms and trademarking, the company said.
“I really do believe we have the secret sauce that company brands dream about,” Niven told the Times-News on Tuesday.
That “sauce” includes “engaged and passionate employees,” locally sourced ingredients, and an open-kitchen restaurant design that allows customers to see the biscuits being made, she said.
Niven helped develop a new menu that included what the company says is its most successful promotional product launch in its history: the spicy chicken and honey biscuit.
Niven is the daughter of Jack Sink, a long-time photographer for the Times-News.
Maurice Jennings founded Biscuitville in Burlington, and Niven said that she is proud to help lead a company that has such deep Burlington roots.
“That heritage is there,” she said
Now based in Greensboro, Biscuitville employs more than 1,200 people and operates 54 restaurants in North Carolina and Virginia.
Reporter Bill Cresenzo can be reached at email@example.com or 336-506-3041. Follow him on Twitter at @BillCresenzoTN.