Maria Rivera assuming leadership role as CEO at Starbird Corporation
Starbird Taps Maria Rivera as CEO for National Expansion
Starbird, a super-premium fast food chain with 18 units, is set to open its first franchised location in Denver, marking a new chapter in the company's expansion plans. Maria Rivera, a renowned executive with over two decades of experience in the foodservice industry, has been appointed as the CEO of Starbird.
Rivera, who has a remarkable track record in franchise growth, specializes in building brands and assembling exceptional teams. She has worked with major brands such as Krispy Kreme, Logan's Roadhouse, Darden Restaurants, Caesars Entertainment, The Walt Disney Company, and most recently, as CEO of Smalls Sliders.
Starbird's founder, Aaron Noveshen, will transition to the role of chairman of the board. Rivera's appointment signals a growth phase for Starbird, with strategic investment partners Dollarhyde Investment Group and KarpReilly, a consumer-focused private equity firm, backing the expansion.
Last year, Starbird recorded double-digit same-store sales growth, and units are averaging $4.3 million. Rivera believes that this high average unit volume (AUV)—double the industry average—demonstrates that Starbird has earned the right to play in the national market.
With Aaron Noveshen's culinary expertise and Rivera's focus on expansion, Starbird is poised for success. Rivera plans to build a robust team and do some brand positioning work to prepare to introduce the brand to markets outside California. She also aims to accelerate Starbird's national footprint and franchise development.
Before joining Starbird, Rivera held senior executive roles, including U.S. President of Krispy Kreme and CEO of Smalls Sliders. Her leadership philosophy emphasizes genuine excitement about the brand’s product, as well as social impact through involvement in arts, domestic violence prevention, women’s literacy, and entrepreneurship.
Starbird currently has more than 30 franchised units in development. With Rivera at the helm, the company is ready to take on the challenge of national expansion and solidify its position as a super-premium fast food chain.
[1] PR Newswire. (2025, July 1). Starbird Appoints Maria Rivera as CEO to Accelerate National Expansion. [online] Available at: https://www.prnewswire.com/news-releases/starbird-appoints-maria-rivera-as-ceo-to-accelerate-national-expansion-301325752.html
[2] Nation's Restaurant News. (2025, July 1). Maria Rivera named CEO of Starbird. [online] Available at: https://www.nrn.com/leadership/people/maria-rivera-named-ceo-starbird
[3] Restaurant Business Online. (2025, July 1). Starbird names Maria Rivera as CEO. [online] Available at: https://www.restaurantbusinessonline.com/news/starbird-names-maria-rivera-ceo
- Maria Rivera's appointment as CEO of Starbird signifies a shift toward franchising and national expansion in the finance sector, as strategic investment partners back the fast food chain's growth plans.
- With her extensive leadership experience in the foodservice industry, Maria Rivera aims to accelerate Starbird's national footprint, focusing on brand positioning, team building, and franchise development to solidify Starbird's position in the super-premium fast food market.
