Birdcall CEO on Technology, Hospitality and Smart Growth

May 07, 2025

In the latest episode of Fast Casual Nation, hosts Paul Barron and Cherryh Cansler welcomed Mark Lohmann, CEO of emerging chicken concept Birdcall, which recently expanded to 15 locations across Denver, Phoenix, and Dallas. Lohmann revealed that beyond two additional corporate locations planned for 2025, the brand has filed its first FDD and expects a significant franchising inflection point in 2026 with partners across the United States.

Birdcall has distinguished itself in the competitive chicken sandwich space by winning "best chicken sandwich in Denver" four times in five years, leveraging culinary expertise from a three-Michelin-star chef. However, Lohmann emphasized that Birdcall's true differentiation goes beyond the menu. "Everyone can deliver a great fried chicken sandwich," Lohmann noted, pointing to the brand's exceptional restaurant design by co-founder Peter Newlin and its proprietary technology system "Poncho" as key competitive advantages.

The 100% proprietary Poncho system delivers unique guest experiences, including a countdown screen displaying exact order preparation times and a kitchen display system that transmits guest information to staff, enabling immediate guest recovery if needed. "If you had a bad experience last time, that allows us to do guest recovery right there in the moment," Lohmann explained. The technology has proven so successful that Birdcall has begun licensing it to other restaurant brands, with two partnerships launching later this year.

Bringing big-brand experience from his time at Qdoba and Church's Chicken, Lohmann discussed the balance of implementing necessary processes while maintaining startup agility. "We do want to have the processes and procedures because if we're going to franchise... you've got to have a certain approach," he said, while emphasizing the importance of maintaining Bird Call's startup culture. His leadership philosophy includes involving all corporate employees in leadership meetings and focusing on communication to prevent silos.

With current AUVs at approximately $2.5 million, Lohmann believes the brand can reach $3-4 million per location while maintaining excellent guest experiences, though he acknowledges they're "a long way" from the $8 million figures some competitors claim. Looking toward future growth, Birdcall is pursuing a "smart growth" strategy rather than rapid expansion, with a particular focus on western U.S. markets and careful real estate selection. "The most important aspects of opening a new restaurant: the top three are real estate, real estate, and real estate," Lohmann stated, noting a preference for endcap locations over standalone buildings.

Beyond traditional locations, Birdcall has expanded into non-traditional venues, including a high-profile opening at Denver's iconic Red Rocks Amphitheatre last week. This partnership with the City of Denver positions Birdcall as the only food brand near the stage area, providing valuable brand exposure. Lohmann also mentioned the potential for additional sports arena locations in Denver, Dallas, and Phoenix, reinforcing the brand's commitment to building awareness while maintaining its focus on quality, technology, and exceptional guest experiences.