In an era where loyalty programs often rely on discounts, Starbird Chicken has found another way to engage customers—by turning social media posts into meals for those in need.
The fast-casual chain partnered with GiftAMeal, a cause-driven marketing platform that allows guests to scan a QR code, share a photo of their meal, and trigger a donation to a local food bank. The initiative started as a test in Starbird’s Los Angeles locations in late 2023 and rolled out systemwide in 2024 after strong results.
This was a meaningful way to introduce the Starbird brand to a new market. “A key part of Starbird’s philosophy is giving back to the communities we inhabit,” said Casey Hilder, Starbird’s Director of Marketing. “It was a great way to connect with the community while driving engagement.”
How It Works
Starbird’s dining rooms feature GiftAMeal QR codes on tables, inviting customers to participate. Each photo shared generates a donation that helps cover the cost of distributing a meal’s worth of groceries to a local food back. Since launching the initiative, Starbird guests have provided 10,000 meals—while also driving more than 250,000 social media impressions.
“Individuals are eager to engage with their community, and this initiative provides a straightforward way to do so. By dining at a restaurant they love, they can easily contribute and give back to their community,” Hilder added. Starbird has been able to reach three local food banks in Los Angeles and four in the San Francisco Bay area.
Beyond Feel-Good Marketing: A Tech-Enabled Guest Experience
The program is integrated with Tattle, Starbird’s guest feedback platform. Guests who participate in GiftAMeal consistently report higher satisfaction scores, reinforcing the idea that diners value experiences that allow them to give back.
