Q&A with Aaron Noveshen, whose restaurant chain is expanding to Southern California
Seven years after its Bay Area founding, the premium chickenThe inspiration behind Starbird stemmed from the realization by Aaron Noveshen and the innovators at hisconsultancy that there were too many burger players in the marketplace. So they decided to focus on chicken — and not just any chicken, but a fresh bird, marinated in a signature brine then fried in rice bran oil to give it a lighter taste and better crunch.
They were prescient about the chicken too. “Even burger brands are now required to have chicken on their menu to fulfill the consumer demand,” says Noveshen, who is both the CEO of Starbird and the chairman of Culinary Edge. The SoCal expansion started last October with a Starbird in Hermosa Beach. Next up, in late July, will be a Fairfax location, followed by one in Marina del Rey. The Bay Area will get three more too, in Palo Alto, Pleasanton and South San Francisco.
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