An emerging restaurant brand has to be so much more than just an innovative food concept. Nowadays, the market is highly saturated, especially in the QSR and fast casual segments. But emerging brand concepts are outperforming the rest. They are not only doing this by resonating with customers but are also redefining the restaurant business. The California-based Starbird Chicken hasn't been just wingin' it. "Starbird Chicken is really different from other chicken concepts in that we have modernized the entire food experience. We set out to really reinvent everything from food quality, ingredients, design, and convenience in the fast-food space. We reinvented the experience for the modern consumer," says Aaron Noveshen, founder & president of The Culinary Edge, the parent company of Starbird. Noveshen hatched the Starbird concept back in 2014 with the goal to offer a “super premium fast food" experience for guests. But just because the food is served fast, doesn't mean Starbird skimps on food quality. "In terms of Starbird staying on top of food quality control, it's a relentless commitment to greatness every single day. But ultimately, we are constantly thinking about new ways to improve our product. We taste it, I'm in the restaurants a lot and we're trying the food all the time and are being highly self-critical," says Noveshen. Learn what else Starbird Chicken is doing to continue to outshine the competition in today's market in the Emerging Brand podcast above. According to Foodable Labs data, chicken increased in mentions by 12.9 percent by millennials and was featured on 82.5% of chefs menus. So, how are you showcasing chicken on your menu? Food sourcing plays a pivotal role when it comes to quality and consistency. Finding the right supplier is the first step. Tyson Foods, for example, works with partners to find exactly what they’re looking for. Learn more at Tyson Foods now.