Starbird Bets Big on Texas Expansion

A Turning Point for Starbird

Starbird, the California-born premium chicken concept, is dialing up its ambitions. The brand has added seasoned franchising veteran Hoyt Jones to its board as advisor, a signal that growth discipline now sits at the table. The bigger move is a 36-unit development pact with Mac Haik Restaurant Group to push Starbird into Texas, with openings slated for 2027 in Houston, Austin, and San Antonio. That pairing, together with a Denver expansion already under way through Whiplash Holdings, crowns a pivot from regional growth to multi-market scale. Greg Levin, installed as CEO in early 2026, frames this moment as a test of the model’s promise, not just a sprint. The question now is how the systems withstand the heat of scale:

“This is where discipline meets ambition,” might be the unspoken creed of the next 24 months.

The core numbers and players anchor the move: Starbird is already operating 19 restaurants and pursuing multi-unit growth with experienced partners, including Whiplash Holdings in Denver. The 2024 company-owned unit performance — a median gross sales of $4.2 million — is cited as a benchmark for the next wave of openings. The new board dynamics—Aaron Noveshen moving toward board chair and Levin steering as CEO—are designed to provide governance that can scale without sacrificing the guest experience. For investors watching California concepts widen their footprint, this is the blueprint: disciplined rollout, strong partnerships, and clear milestones.

Structured Growth through Partners

Starbird’s plan rests on scalable operating systems and partnerships that translate a chef‑driven concept into multi‑unit reliability. The Texas arrangement with Mac Haik Restaurant Group will roll out across major Texas markets starting in 2027, with Houston, Austin, and San Antonio among the first openings. Parallel to that, the Denver chapter with Whiplash Holdings shows how a seasoned multi-unit operator can accelerate deployment when milestones are met. As Starbird leans into franchising, it has added governance depth—Aaron Noveshen moving toward board chair and Greg Levin as CEO—to codify training, supply chain discipline, and franchise development playbooks. The challenge remains preserving the brand’s chef‑driven character at scale.

Industry observers note that the value proposition—premium fast casual chicken with a chef‑driven approach—must survive scale. The company emphasizes standardized training, consistent guest experiences, and clear milestones as stores multiply. The tension between growth and brand integrity is real, but the structure is designed to keep quality intact even as Starbird enters new markets and new partners.

A Turning Point for Starbird