Starbird’s Salad-Centric Strategy: Betting on Better for You

The fast-food category is undergoing a major transformation. Consumers no longer see better-for-you offerings as a niche, but they expect them to be integral to the menu. Brands that rise to meet this expectation with intentional, data-informed strategies can unlock powerful business outcomes.

This is about more than chasing trends. It’s about understanding what today’s guest values and delivering on those values with authenticity and consistency. From ingredient sourcing to culinary creativity and digital engagement, every element of a better-for-you strategy should work together to build trust and keep guests coming back.

Over the past four years, the salad category at Starbird  has grown by 90 percent, now accounting for more than 35 percent of total sales. These results reflect a strategic approach to menu development that goes far beyond simply offering a healthier option. They point to a model fast food brands can replicate to win in today’s better-for-you era. 

Innovation Begins With Data — Not Assumptions

While better-for-you menu development is often viewed through the lens of trend-following, success comes from grounding innovation in real customer behavior. Rather than assume what guests want, analyzing sales data, frequency patterns, and category crossover helps identify where unmet demand truly exists.

That’s what led to Starbird’s deeper investment in salads. After launching with a menu focused on crispy chicken sandwiches and tenders, early data showed that salads were significantly outperforming expectations, not only in sales, but in guest retention and frequency. Guests who tried salads returned more often, and they were more likely to become app users and brand advocates. 

This insight spurred a long-term innovation strategy centered on craveable, premium salads. Over the past five years, Starbird has launched over 18 different salads. This level of variety has allowed the salad category to remain fresh and exciting while keeping operational complexity manageable through smart use of cross-utilized components.

Seasonal Promotions Turn Menu Items Into Movements 

Limited-time offers are a staple of fast food marketing, but when done right, they become more than promotions — they turn into storytelling vehicles. One of the most effective ways to drive both sales and guest engagement is to align menu launches with seasonal energy and emerging flavor trends.

That’s the idea behind “Summer of Salads,” Starbird’s annual campaign now in its third year. This season, the featured lineup includes the Avo Cabo Crunch, The Creamy Tzatziki Chop, and the Sesame Ramen Crunch, Each new build is crafted not only to deliver excitement but also to educate. Through app content, email campaigns, and social media, each salad’s flavor story, ingredient sourcing, and health-forward appeal are shared with guests. These moments aren’t just transactions; they’re opportunities to communicate brand values and spark return visits.

The results speak for themselves: salads launched during the Summer of Salads campaign consistently become top performers, with high trial and even higher repeat rates. Customers return not just for the food, but for the anticipation of what’s coming next.

Craveability is the Cornerstone of Retention

Too often, better-for-you menu items are approached with a focus on what’s being taken away, such as fewer calories, less fat, and lower sodium, rather than what’s being added. But guests don’t want to compromise. They want delicious food they feel good about eating, both in the moment and afterward.

Designing menu items that are nutritious and craveable requires a different approach to product development. It starts with flavor innovation by balancing brightness, richness, acidity, crunch, and freshness in every bite. 

Importantly, craveability also drives digital behavior. Guests who discover a favorite menu item are more likely to download the brand’s app, enroll in loyalty programs, and return to explore new seasonal offerings. Retention comes not just from a strong first impression, but from delivering consistent experiences that keep guests excited for what’s next.

A Long-Term Commitment to Innovation and Trust

Fast-food brands face a clear choice: evolve or fall behind. Consumers are demanding more from their dining experiences, including cleaner ingredients, functional nutrition, and exciting flavor profiles without compromising speed or convenience. For brands willing to listen and innovate, this presents an enormous opportunity to drive growth, deepen retention, and build long-term customer loyalty.

The success of the salad category for Starbird has become a leading indicator of broader brand strength. It shows that when fast food is elevated without sacrificing speed, flavor, or familiarity, it can not only compete, but lead.