Birdcall Skips Coastal Cities, Bets Big on the Midwest

While most restaurant brands scramble for prime real estate in New York and California, one fast-casual chicken chain is charting a different course. Birdcall, a 17-unit franchise based in Colorado, has unveiled plans to add nearly 100 new locations, deliberately avoiding the country’s most expensive coastal markets in favor of the American Midwest.

A Six-State Midwest Strategy

According to QSR, the brand’s growth plan centers on six Midwestern states over the next five years. Ohio leads the pack with room for up to 30 locations, followed by Missouri with as many as 18, and Wisconsin with 10 to 14. Justin Livingston, Birdcall’s VP of franchise development, explained that these markets offer the population density and steady commuter traffic the brand wants, without the steep costs tied to coastal cities or even Colorado, Birdcall’s own home turf.

What Sets Birdcall Apart

Birdcall positions itself in the “elevated fast casual” segment, distinguishing itself with a rotating menu that includes items like a Korean BBQ-glazed sandwich. Unlike many competitors that have shrunk their footprints, Birdcall is building locations designed to seat 125 to 150 guests. The franchise is also being selective about who runs its restaurants, favoring seasoned multi-unit operators over first-time franchisees.

The strategy is already producing results. About a month after announcing its Midwest ambitions, Birdcall confirmed its first Indianapolis-area agreement, a five-unit deal with franchisee Nikunj Patel.

By prioritizing affordability and community-oriented markets over flashy, high-cost cities, Birdcall is betting that steady growth in overlooked regions can outperform the crowded, expensive fight for coastal footholds — a wager that may prove increasingly attractive to franchisees weighing where their investment dollars stretch furthest.