Franchising has always followed consumer demand, and today that demand is shifting decisively toward food that feels better for your body, your lifestyle, and your values. Equally important is the desire for quality – food that tastes elevated, looks appealing, and offers a premium experience even when ordered at the counter. For years, fast food has been dominated by the same legacy brands, especially in the chicken category. But as dining habits change and consumers become more health-conscious, there’s a growing demand for something different: food that’s still familiar and craveable but made with quality ingredients and served with transparency. In Colorado, we’ve seen a sharp rise in consumer demand for cleaner, chef-driven fast food. With one of the most active and health-conscious populations in the country, it’s a natural fit for a concept like Starbird.
That’s the reason why Whiplash Holdings signed a multi-unit agreement to bring the super premium, modern chicken concept to Denver. We believe the next generation of fast food won’t be built around what worked 20 years ago. Instead, it will be led by brands that combine quality ingredients, thoughtful preparation, and operational excellence to serve up fast food that actually lives up to today’s expectations.
The Shift Toward Better-For-You Dining Is Real
Some might dismiss the phrase “super premium fast food” as a contradiction. The reality is that consumers aren’t looking to sacrifice enjoyment, they’re looking to elevate it. Over the past five years, diners have become more informed and intentional. They want flavor, freshness, and the kind of premium experience they used to only find at full-service restaurants. That might mean gluten-free, high-protein, or simply made with real, recognizable ingredients.
What surprised me most when we started researching newer concepts in the space was how underserved this customer base actually is. You can walk into almost any town in America and find a dozen burger or fried chicken joints, but very few offer meals that balance indulgence with nutrition. That’s the white space we were looking for, and where we saw an opportunity to bring something new to Denver.
Starbird is doing exactly that. They built their menu around crispy chicken that’s raised without antibiotics, always fresh and never frozen, and gluten friendly. Their crispy chicken pairs perfectly with fresh salads, bold sauces, and seasonal ingredients that go beyond what people expect from fast food. It’s the kind of food you can feel good about eating on a regular basis, not just when you’re craving a cheat meal. That difference is exactly what makes the model scalable.
Why Multi-Unit Operators Are Paying Attention
As multi-unit franchisees, we approach every opportunity with a long-term view. For us, that means more than chasing the latest trend or stacking our portfolio with well-known names. We look for brands that are solving real problems and meeting unmet demand in a way that’s scalable and sustainable.
What drew us to this space was the realization that consumers weren’t being offered enough fast, high-quality dining options that actually reflect how people want to eat today. We saw an opportunity to lead rather than follow, and to do it in a category that has already proven its staying power. Chicken remains one of the most versatile and beloved proteins in America, and its adaptability makes it the perfect platform for a premium fast food brand. Until recently, however, the category has been dominated by brands that haven’t evolved with the times. Today’s consumers are looking for more than just speed and price. They’re looking for food they can trust with fresh, high quality ingredients.
That’s where newer concepts like Starbird stand out. They’ve built a model that prioritizes sourcing premium ingredients and providing a stellar guest experience – things that matter more than ever in today’s markets. What stood out to us was Starbird’s collaborative approach. Their leadership team is deeply involved in supporting new markets and committed to long-term franchisee success—not just growth for growth’s sake. From gluten-friendly offerings to tech-enabled ordering, every detail signals that this is a different kind of fast food. From an investment perspective, that kind of intentionality translates into customer loyalty.
What I Look for in a Franchise Investment
Any time we evaluate a franchise opportunity, we take a disciplined approach, as we’re focused on long-term viability. This includes assessing whether the product or service is genuinely unique and not easily replicated by larger brands. Just as important is whether the brand is solving a real consumer problem or addressing a need that hasn’t yet been fully met. And finally, we look closely at the values and vision of the leadership team to ensure they’re building toward something more meaningful than just rapid expansion.
In this case, the unit economics were strong. Starbird reports a median net sales of $4.3 million, and the leadership team had a clear plan for smart growth. Even more importantly, the super premium concept resonated with how people are eating today. The menu wasn’t trying to be everything to everyone; it was focused, intentional, and built for the modern diner.
Looking Ahead
The shift toward health-conscious eating isn’t a passing trend, it’s the new normal. What’s even more exciting is how the definition of fast food is being rewritten. We’re entering an era where fast food can be super premium, chef-driven, and operationally sound, all while delivering food that people crave and trust.
As franchisees, we want to be part of that evolution. We’re investing in a concept that reflects where food is going, not where it’s been. We’re building in a market that’s ready for a new option and one that doesn’t ask people to choose between convenience and quality.
We’re still early in the journey, but we’re confident in the path we’ve chosen, and we’re not alone. Across the country, more operators are recognizing the same opportunity: to offer something better, to run smarter businesses, and to meet consumers where they already are.
That’s the future of fast food, and we’re proud to be helping build it.
