The intersection of modern fast-casual dining and historic preservation is creating a compelling new narrative in the restaurant industry, challenging the conventional wisdom that new ventures require new buildings. In Starkville, Mississippi, this narrative is taking shape as the Colorado-based “craft chicken” brand Birdcall prepares to breathe new life into the city’s iconic State Theatre. The ambitious project involves transforming the historic 3,500-square-foot landmark into a vibrant restaurant, a move that represents more than just a new dot on a map. It signals a thoughtful expansion strategy that values community landmarks and integrates modern business models into the fabric of a city’s history. With construction set to begin in April for a projected August opening, this venture is poised to become a case study in how franchise growth can also serve as a catalyst for urban revitalization, preserving the soul of a location while introducing a contemporary dining experience. The decision to house a rapidly growing brand within a piece of local history underscores a commitment to creating unique destinations that resonate with residents on a deeper level than a standard new-build ever could.
The Strategic Partnership
The Hayden Brothers’ Expertise
The success of transforming a beloved historic site into a modern commercial enterprise hinges on having leadership with a rare blend of specialized skills, a requirement Birdcall found in franchisees Mark and Greg Hayden. Greg Hayden’s deep-rooted experience in the construction industry across Mississippi and Louisiana provides the precise expertise needed for such a delicate redevelopment. The process is far more complex than a typical restaurant build-out; it involves navigating the architectural and structural nuances of an older building, adhering to preservation standards, and seamlessly integrating modern infrastructure without compromising the theater’s historic character. His company’s track record in the region offers an invaluable advantage, ensuring the project is managed with a sensitivity to both local regulations and the cultural significance of the State Theatre. This construction acumen is the foundational element that makes such an ambitious revitalization project feasible, turning a potential logistical nightmare into a well-managed and respectful transformation of a community landmark into a thriving new business hub.
Complementing the construction know-how is Mark Hayden’s extensive and multifaceted career in the restaurant and retail sectors, which provides the operational and strategic leadership essential for the venture’s long-term success. His experience is uniquely comprehensive, having viewed the industry from both sides of the franchise agreement—as a franchisee with Blockbuster and a franchisor with Boston Chicken. This dual perspective grants him a profound understanding of what it takes to launch and sustain a successful franchise location. Having been involved in the opening of over 4,000 locations nationwide, he brings a wealth of knowledge in market entry, brand integration, and operational efficiency. Birdcall CEO Mark Lohmann publicly expressed his confidence in the partnership, highlighting that the Haydens possess the ideal combination of skills and local understanding to introduce the brand to Starkville. This powerful synergy of construction mastery and seasoned retail leadership forms the bedrock of the Starkville project, ensuring both the physical restoration and the business operation are executed to the highest standard.
A Blueprint for Community Integration
The Starkville restaurant is set to become a vibrant embodiment of Birdcall’s established brand identity, which carefully balances high-tech efficiency with a lively, welcoming atmosphere. Patrons will be greeted by a high-energy environment characterized by a bright, modern interior design that will stand in compelling contrast to the building’s historic exterior. A key feature of the Birdcall experience is the seamless integration of technology, most notably through self-serve ordering kiosks. This system is designed to streamline the guest experience, reducing wait times and empowering customers to customize their orders with ease. The made-to-order menu, anchored by eight of the brand’s signature all-natural chicken sandwiches, will be prepared swiftly, ensuring that the focus remains on quality and freshness. The diverse menu also includes sliders, tenders, salads, and a variety of sides, catering to a wide range of tastes. Furthermore, the inclusion of draft beer and house-made margaritas positions the location not just as a quick-service stop but as a social destination where community members can gather and relax.
A foundational pillar of Birdcall’s business model is its deep-seated commitment to community integration, a philosophy that extends far beyond the restaurant’s four walls. The Starkville location will actively participate in the company’s “1% Back” initiative, a program that formalizes its dedication to giving back to the communities it serves. Through this initiative, the restaurant will pledge a portion of its sales to support local nonprofits and schools, ensuring that its financial success directly benefits the surrounding area. This commitment will manifest in various ways, including direct meal donations to those in need and the hosting of fundraising nights for community organizations. By embedding this philanthropic spirit into its core operations, Birdcall aims to become an active and valued partner in Starkville’s social and economic ecosystem. This approach transforms the restaurant from a simple commercial entity into a genuine community stakeholder, fostering a loyal customer base that is invested in the brand’s success because that success is shared with the city itself.
A Vision for National Growth
The Numbers Behind the Expansion
The new franchise agreement in Starkville is a strategic move within a much broader and more aggressive national growth plan for the Birdcall brand. This single opening is representative of a larger wave of expansion that is rapidly increasing the company’s footprint across the United States. Currently, the brand operates 16 successful restaurants in key markets across Colorado, Arizona, and Texas, with a robust pipeline of nearly 20 additional locations already in various stages of development. This steady pace of growth is part of a deliberate, long-term vision aimed at establishing Birdcall as a major player in the fast-casual sector. The company’s ambitious goal is to have as many as 200 locations operating nationwide by the end of 2028, a target that underscores the confidence management has in its business model, product, and the scalability of its operations. The Starkville project, with its unique historical setting, serves as a powerful example of the brand’s creative and flexible approach to expansion as it moves toward this impressive goal.
For prospective franchise partners, Birdcall presents a compelling investment opportunity supported by strong performance metrics and a clear financial framework. The brand’s existing locations boast impressive average unit volumes of nearly $2.5 million, a figure that signals robust consumer demand and efficient operational management. This high level of revenue is a key attractor for entrepreneurs looking to invest in a proven concept with significant growth potential. The pathway to ownership is clearly defined, beginning with a franchise fee of $50,000. The total investment required to open a new Birdcall restaurant ranges from $752,000 to $2,638,000, a span that accounts for variations in real estate costs, market conditions, and the specific requirements of the chosen site—such as the unique construction needs of a historic location like the State Theatre. This transparent financial model, combined with the brand’s strong unit economics and aggressive expansion strategy, positions Birdcall as a formidable and attractive option in the competitive franchise market.
A Legacy Reimagined
The decision to establish a presence in the historic State Theatre was a calculated move that transcended typical expansion tactics. This project was not merely about adding another restaurant to the portfolio; it represented a sophisticated fusion of the brand’s modern identity with the rich cultural heritage of the Starkville community. By choosing preservation over new construction, Birdcall demonstrated a nuanced understanding of how to create authentic connections in new markets. This approach was further solidified by the strategic partnership with the Hayden brothers, whose combined expertise in local construction and national retail operations ensured that the project was handled with both reverence for the past and a clear vision for the future. The venture signaled a new chapter for the company, one where thoughtful, site-specific growth created value that extended far beyond the bottom line, contributing to urban renewal and community pride. This successful blend of local insight and a proven national model became a powerful blueprint for future expansions.
