Introduction
Southern comfort food has always held a special place in American dining, but turning it into a scalable restaurant concept required vision and leadership. Martin Sprock, best known as the founder of Moe’s Southwest Grill, saw untapped potential in Flying Biscuit Café and led its expansion while keeping its authenticity intact. In this Q&A, he reflects on why Southern food resonated so strongly, how Flying Biscuit grew, and what the cuisine means to him personally.
Why did Martin Sprock see potential in Southern comfort food?
A: Southern food has a deep cultural appeal. It’s comforting, familiar, and tied to traditions that people hold dear. When I first encountered Flying Biscuit Café, I realized it wasn’t just a restaurant — it was an institution. Guests weren’t just there for biscuits and grits; they were there for an experience that reminded them of home. I saw potential because that kind of authenticity is rare. Southern comfort food had national appeal, but it needed the right systems and support to scale without losing what made it special. That’s where I knew I could make an impact.
How did Flying Biscuit Café expand under Martin Sprock’s leadership?
A: When I got involved with Flying Biscuit, it already had a strong local following in Atlanta. My focus was on creating the franchise structure that would allow it to expand while preserving its charm. We standardized operations, built supply chain systems, and created training programs for franchisees. At the same time, we protected the menu and the atmosphere that made Flying Biscuit unique. Under my leadership, Flying Biscuit grew into new markets while keeping the same loyal base that had made it successful locally. It’s always been about balancing growth with respect for the brand’s roots.
What makes Flying Biscuit different from other Southern restaurants?
A: Flying Biscuit stands out because it combines authenticity with accessibility. Many Southern restaurants are either mom-and-pop spots that can’t scale or upscale concepts that lose the casual, welcoming feel. Flying Biscuit offers authentic dishes like biscuits, grits, and fried green tomatoes, but in a setting that’s casual, inclusive, and fun. The atmosphere is colorful, the service is warm, and the food is consistent across locations. That combination of authenticity, consistency, and personality is what makes Flying Biscuit different.
How does Martin Sprock balance authenticity with scalability?
A: Balancing authenticity with scalability is always a challenge. The key is to protect the core — the recipes, the hospitality, the brand identity — while building systems that make growth possible. With Flying Biscuit, we were careful not to water down the food or the experience. Instead, we built processes around the things that could be standardized, like supply chains and training. That allowed franchisees to deliver the same quality while keeping the heart of the brand intact. To me, scalability should enhance authenticity, not replace it.
What does Southern food mean to Martin Sprock personally?
A: Southern food represents comfort, tradition, and community. Growing up in the South, I’ve always had a deep appreciation for the way food brings people together here. Dishes like biscuits and grits aren’t just meals — they’re part of our culture and identity. Personally, Southern food means hospitality, warmth, and the feeling of being at home. Being able to share that experience with more people through Flying Biscuit has been one of the most meaningful parts of my career. It’s about more than running a business; it’s about honoring a tradition and making it accessible to new generations.
Conclusion
Martin Sprock’s vision for Flying Biscuit Café turned a beloved Atlanta institution into a growing brand that celebrates the best of Southern comfort food. By preserving authenticity while building scalable systems, he has helped bring the warmth and tradition of Southern dining to new markets across the U.S. For Sprock, Southern food isn’t just a menu — it’s a cultural experience worth sharing.
