Dive Brief:
- Starbird, a 19-unit “super-premium fast-casual” chicken chain has signed a 36-store franchising deal to bring it to Texas, the company announced in an emailed press release.
- Mac Haik Restaurant Group will be the brand’s operator in the Lone Star State, and will open locations in Houston, Austin, and San Antonio starting next year according to the press release.
- Starbird is looking to capitalize on the ongoing boom in chicken, a segment it described as a $34 billion market, which has helped chains like Dave’s Hot Chicken and Raising Cane’s grow into national powerhouses.
Dive Insight:
The chain also plans to develop the Dallas-Fort Worth market, though it may search for an additional franchisee to open locations in that metro area, per the press release. Starbird currently has locations in California and Colorado, according to its website.
The deal with Mac Haik is “the largest development deal in Starbird’s history and a significant step in the brand’s long-term growth strategy,” according to the press release. Greg Levin, the chain’s CEO, said Texas would be a strategically vital market going forward, and the expansion reflected the strength of its operating model.
Mac Haik has experience operating other restaurants in Texas, including First Watch and Maggie’s Coffee, according to Mac Haik Restaurant Group’s website.
Texas is the home base of another premium chicken chain, Layne’s Chicken Fingers, which recently signed a 44-unit franchising deal in the state. Premium QSR and fast casual chicken brands are looking to take advantage of growing consumer desire for chicken through new unit growth. Bonchon is looking to grow its U.S. system rapidly over the next few years, and Phillippines-based Jollibee is planning an IPO for its international business, which includes the U.S.
