Starbird has a new CEO with plans to double both company and franchise growth.
Maria Rivera on Wednesday was named CEO of the 18-unit chain, which describes itself as “super-premium fast food.” Meanwhile, Starbird founder Aaron Noveshen will transition fully to his role as chairman of the board.
Rivera, who also joins Starbird’s board, was most recently CEO of Smalls Sliders, though her background includes executive experience with Krispy Kreme, Logan’s Roadhouse, Darden Restaurants and Caesar’s Entertainment.
Rivera departed from Smalls earlier this year, after more than two years with that franchised brand.
“Maria is a transformative leader with a remarkable track record of building brands with heart, assembling exceptional teams, and driving disciplined growth,” said Noveshen in a statement. “I’m thrilled to welcome her to the helm and energized by the opportunity to partner with her as we lead Starbird into its next chapter—unlocking new levels of growth, reach, and impact together with our team.”
Maria Rivera. | Photo courtesy of Starbird.
The move signals a new chapter for the chain as it accelerates national expansion.
Starbird is preparing to open its first franchised location in Denver, and the brand has more than 30 franchised units in development.
In an interview with Restaurant Business, Rivera said that she "loves to scale brands and make them into industry darlings."
While details about the strategic growth planned are still to come, Rivera said she plans to build a robust team and do some brand positioning work to prepare to introduce the brand to markets outside California.
Founded in 2016 as a new model for fast food by concept creators at The Culinary Edge, which Noveshen also founded, Starbird is backed by private-equity firm KarpReilly and Dollarhyde Investment Group, led by industry veteran Greg Dollarhyde.
Starbird recorded double-digit same-store sales growth last year, and units are averaging $4.3 million.
"What I love about Starbird is it has earned the right to play," said Rivera. "$4.3 million in AUV is double the industry average. In order to take it out for a national spin, as we want to do, and open franchising the right way, we're bringing new capabilities to the team.
"I bring a different set of capabilities. I specialize in franchise growth," said Rivera. With Aaron's incredible expertise in culinary, I think it's a great match."
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