QSR Magazine: Chipotle Names Taco Bell's Brian Niccol CEO

Chipotle founder Steve Ells will be stepping down from his role and taking on a new position as chairman. According to a recent article in QSR Magazine, the brand has named Taco Bell CEO Brian Niccol the new leader. The decision comes after over three months of searching, as the brand announced Ells would be vacating the position back in November.

Niccol was chosen due to his role in boosting innovation and marketing efforts to turn Taco Bell into a popular concept with a younger audience. He was involved in the decisions to introduce a late night menu, launch breakfast options and build a strong social media presence.

Ells said Chipotle selected Niccol as a result of his "expertise in digital technologies, restaurant operations, and branding make him a perfect fit for Chipotle as we seek to enhance our customer experience, drive sales growth, and make our brand more relevant.”

Chipotle is looking to launch several new initiatives including a loyalty program, a redesign of the make line in order to boost efficiency and allow for more digital orders as well as new catering options.

"I am very excited to be joining Chipotle at this pivotal time in its history. At Chipotle's core is delicious food, which I will look to pair up with consistently great customer experiences. I will also focus on dialing up Chipotle's cultural relevance through innovation in menu and digital communications. This will attract customers, return the brand to growth, deliver value for shareholders, and create opportunities for employees," said Niccol.

Read the full article here.