Starbird, the award-winning, super-premium fast-food concept redefining quick service, is officially expanding beyond its California roots. We find out more about the opening of its first out-of-state location in Denver with Director of Marketing, Casey Hilder.
SUPER-PREMIUM FAST-FOOD
“Starbird created and leads the super-premium fast-food space. It’s about so much more than trends to us – it’s about redefining the category.”
Founder, Aaron Noveshen, launched Starbird in 2016 with The Culinary Edge to create the nation’s first super-premium fast-food concept within the $34 billion US chicken market.
Long before opening, the company was obsessed with perfecting its crispy chicken.
“Too often, fried chicken was heavy, greasy, and one-note. We believed it could be reimagined and that’s what our guests are now able to enjoy!” acclaims Casey Hilder, Director of Marketing and orator of the opening statement.
“Our food stands on its own. It’s never raised with antibiotics or treated with hormones, never frozen chicken, and always hand-breaded with our proprietary gluten-free flour and spice blend.”
The result is a lighter, crispier, and more craveable product. Layer on chef-driven recipes, bold flavors, and tech-enabled ordering like mobile, kiosk, and pick-up cubbies, and guests no longer have to choose between quality and convenience.
“We’ve proven fast food can be elevated, and both consumers and the industry are taking notice,” Hilder tells us.
MILESTONE DENVER OPENING
In 2024, Starbird grew its corporate footprint across California by 60 percent with new openings in Cupertino, Pleasanton, Palo Alto, Marina del Rey, and South San Francisco, the latter a record-setting opening weekend.
Today, it operates 19 locations and employs nearly 500 team members, with a growing corporate team supporting both company-owned and franchised expansion.
“On the franchise front, we’ve signed four agreements totaling over 30 committed locations in Denver, Seattle, Salt Lake City, and Chicago,” shares Hilder.
“These are powerhouse markets that set the stage for Starbird’s next chapter of growth. We’re not chasing the fastest scale – we’re building a brand we can be proud of, one market at a time, with values-aligned partners and a focus on operational excellence.”
On 15th September, Starbird will open its first out-of-state restaurant in Denver on Colorado Boulevard, a major milestone for the brand.
This location is the first of seven restaurants being developed in partnership with Whiplash Holdings, a Denver-based hospitality company with deep ties to the community.
The Denver opening has already generated strong buzz in the local media and food scene, building momentum even before the doors have opened.
“We’re entering Colorado with more than just food. We’ve partnered with Food Bank of the Rockies through our Gift a Meal program, and we’re working with the Denver Children’s Foundation to support its community initiatives,” Hilder reveals.
“From day one, we want to be a brand that contributes as much as it serves.”
“Starbird created and leads the super-premium fast-food space. It’s about so much more than trends to us – it’s about redefining the category”
Casey Hilder, Director of Marketing, Starbird
A NATURAL FIT
Denver is a city that values innovation, wellness, and high-quality food experiences, which makes it a natural fit for Starbird.
“We wanted our first out-of-state market to be intentional, and Denver checks every box,” notes Hilder.
Partnering with Whiplash Holdings was another key factor as CEO Daniel Wagner and his team immediately recognized Starbird’s potential after experiencing the brand in San Francisco and committed to bringing it to Denver with seven new restaurants planned.
“They are best-in-class operators and the perfect fit for the first launch outside of California.
“Denver is just the start. With additional development underway in Seattle, Salt Lake City, and Chicago, we’re laying the groundwork for a strong national footprint,” Hilder affirms.
While opening its first restaurant in the heart of Silicon Valley, technology has been central to Starbird since day one.
The company’s loyalty app, kiosks, and pick-up shelves create a frictionless guest experience and allow it to serve modern diners the way they want.
“Our kiosk and mobile app experiences allow for complete customization of products and give guests a better understanding of their options at Starbird,” Hilder outlines.
“However, technology alone doesn’t define us; pairing it with uncompromising food quality is where we’ve set ourselves apart. Our recipes and packaging have been tested and engineered to hold up during delivery, so our chicken tenders or salads taste just as good at home as they do in the restaurant.”
This combination of digital-first convenience and culinary integrity is how Starbird is setting new standards for the category.
“We wanted our first out-of-state market to be intentional, and Denver checks every box”
Casey Hilder, Director of Marketing, Starbird
DEEPENING PRESENCE
Denver will be quickly followed by a second Colorado restaurant in Castle Rock, deepening Starbird’s presence in the market.
Beyond Colorado, its franchise agreements include 17 locations in Seattle, five in Salt Lake City, and five in Chicago, with more to come in the near future.
“Each of these markets reflects significant demand for premium chicken and tech-enabled dining,” insights Hilder.
To support this growth, Starbird hired Brian Carmichall as Vice President of Development last year.
Charmichall oversees both corporate and franchise development, ensuring that every opening, whether in California or beyond, maintains the integrity of the Starbird experience.
“These investments in leadership, operations, and development are paying off, positioning us to scale with quality,” Hilder emphasizes.
Sustainable, values-driven growth is Starbird’s priority, scaling in a way that maintains the quality of its food and consistency of the guest experience.
That includes partnering with experienced multi-unit operators who share the company’s vision, expanding into markets where Starbird will resonate, and continuing to evolve its menu with bold, fresh flavors.
Just as important is culture, supporting its employees and building a people-first approach as Starbird grows into new regions.
“We’re not only opening restaurants but setting the tone for the next era of fast-food,” closes Hilder.
