4 days ago
Maria Rivera named CEO of Starbird
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Starbird, a fast casual chicken concept founded in 2016, has named Maria Rivera as chief executive officer, as well as to its board of directors.
Founder Aaron Noveshen will transition fully to his role as chairman of the board while remaining an active partner in supporting Starbird's strategic direction.
Rivera brings more than two decades of executive experience with globally recognized brands, including Krispy Kreme, Logan's Roadhouse, Darden Restaurants, Caesar's Entertainment, and The Walt Disney Company. Most recently, she served as CEO of Smalls Sliders, spearheading its franchise-driven growth and brand evolution. On her watch, Smalls' sales grew by nearly 90% year-over-year in 2024, while its footprint grew by 118%, according to Technomic. There are now nearly 30 units open, per the company's website, and about 300 locations under agreement or in development. The company also developed its own Pantone color, called "Smorange," which has become synonymous with the brand.
'Maria is a transformative leader with a remarkable track record of building brands with heart, assembling exceptional teams, and driving disciplined growth,' Noveshen said 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.'
Rivera's hire comes as Starbird accelerates national expansion and franchise growth driven by Noveshen's vision, as well as the investment of longtime partner Dollarhyde Investment Group, and backing from investment firm KarpReilly. The company recently signed new franchise development agreements to expand beyond its home state of California for the first time, including in Salt Lake City and Chicago.
'Starbird represents everything I believe the future of fast food can be — a brand rooted in culinary innovation, operational excellence, and a customer experience powered by technology, hospitality, and heart,' Rivera said in a statement. 'I'm stepping into Starbird with deep respect for the brand Aaron and this team have built — and a clear vision for where we're headed. I'm honored to lead Starbird into its next era — scaling with intention, partnering with best-in-class operators, and delivering craveable food with a conscience to communities nationwide.'
Starbird finished 2024 with $47 million in sales, marking a 36.5% year-over-year increase, and over $4 million in average unit volumes, according to Technomic Ignite data, which outpaces most of its fast casual chicken peers. The concept was the winner of Nation's Restaurant News' Chicken Showdown in 2023.
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