Most Restaurant Chains Fight for Space in New York and California. This Chicken Franchise Is Doing the Opposite.
Birdcall targets Midwestern expansion, avoiding costly coastal markets for new locations.
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Birdcall, a 17-unit fast-casual chicken franchise, plans to expand by nearly 100 new locations in six Midwestern states over five years, avoiding expensive coastal markets. The expansion will include up to 30 locations in Ohio and significant growth in Missouri and Wisconsin. The brand is appealing to experienced multi-unit operators in its franchisee pipeline.
Why It Matters
This strategy may open more viable territories for potential franchisees while avoiding the high costs associated with coastal expansions, which may enhance unit economics in the newly targeted regions.
Birdcall, a fast-casual chicken franchise based in Colorado with 17 existing locations, is strategically planning to expand by nearly 100 new units over the next five years, focusing on six Midwestern states: Ohio, Missouri, and Wisconsin being key targets. This expansion aims to open up to 30 locations in Ohio, 18 in Missouri, and 10 to 14 in Wisconsin, steering clear of the expensive coastal markets of New York and California, which are crowded with competition.
Justin Livingston, VP of franchise development, emphasized the advantages of the Midwest, stating, “You’ve got the density, you’ve got the commuters, you’ve got the community… but you can do it for less.” This positioning highlights Birdcall's focus on affordability and opportunity in regions that present lower barriers to entry compared to saturated markets.
The brand operates in the "elevated fast casual" segment, offering diverse menu items like its Korean BBQ-glazed K-Pop sandwich. Establishments are designed to accommodate 125 to 150 seats, larger than many competitors that have chosen to downsize. The franchise's growth strategy is heavily geared towards recruiting experienced multi-unit operators, suggesting a reliable foundation for the new locations. Following the announcement of their Midwest push, Birdcall confirmed its first deal in Indianapolis, a five-unit agreement with franchisee Nikunj Patel.
