Staffing

Starbird appoints Maria Rivera as CEO

Photo: Starbird

July 23, 2025

California-based Starbird has hired Maria Rivera as CEO, replacing founder Aaron Noveshen, who is transitioning to chairman of the Board, remaining a partner in supporting the company's strategic direction.

"Maria is a transformative leader with a remarkable track record of building brands with heart, assembling exceptional teams, and driving disciplined growth," Noveshen said in a company press release. "I'm thrilled to welcome her to the helm and energized by the opportunity to partner with her as we lead Starbird into its next chapter — unlocking new levels of growth, reach, and impact together with our team."

Rivera brings over two decades of executive experience with globally recognized brands, including Krispy Kreme, Logan's Roadhouse, Darden Restaurants, Caesar's Entertainment and The Walt Disney Company. Most recently, she served as CEO of Smalls Sliders, spearheading its franchise-driven growth and brand evolution.

"Starbird represents everything I believe the future of fast food can be — a brand rooted in culinary innovation, operational excellence and a customer experience powered by technology, hospitality and heart," Rivera said in the release. "I'm stepping into Starbird with deep respect for the brand Aaron and this team have built, and a clear vision for where we're headed. I'm honored to lead Starbird into its next era — scaling with intention, partnering with best-in-class operators, and delivering craveable food with a conscience to communities nationwide."

Following a record-setting year- highlighted by double-digit same-store sales growth, a $4.3 median unit sales volume, and more than 30 franchised locations in development- Starbird is leaning into its growth strategy by investing in leadership, systems and franchise expansion.