Chipotle brand – Chipotle hires Fernando Machado to help reverse slowing traffic and push growth with bolder marketing.
Chipotle is betting on a familiar kind of marketing spark as it tries to steady its sales momentum: Fernando Machado, a standout brand marketer, is stepping in as chief brand officer at the fast-casual chain.
The move arrives at a delicate moment for the company.. Misryoum reports that Chipotle said restaurant traffic has fallen for four straight quarters to end 2025. and it projected flat same-store sales growth for 2026.. Over the past year, the stock has also been under pressure, underscoring how urgently investors want a turnaround.
Insight: In a category where customers can easily switch to a competing meal, brand leadership is not just about creative output. It becomes part of the commercial strategy to win back demand.
Chipotle’s CEO highlighted Machado’s experience in building brands, driving innovation, and shaping customer-focused marketing.. Misryoum notes that Machado previously led marketing at Burger King and holds a track record of high-profile campaigns. as well as a more recent stint in plant-based food through NotCo.
Still. the decision raises an important question: will Machado’s reputation for bolder. sometimes disruptive creativity translate to Chipotle’s style. which is often built around sincerity. food storytelling. and a sense of earned authenticity?. Misryoum points to this tension as companies like Chipotle try to maintain the tone their customers recognize while still creating noticeable buzz.
Insight: The hardest part of brand change is balance. Too much novelty can feel misaligned, but too little can leave a company stuck in the same marketing rut.
A key part of Machado’s philosophy centers on avoiding generic work in an advertising landscape that audiences often tune out. Misryoum says his past approach has leaned on taking creative risks—work designed not only to entertain, but also to generate attention beyond the usual channels.
Chipotle. however. has historically leaned on a different kind of strength: earnest. identity-driven campaigns tied to its ingredients. supply chain narrative. and employee-focused storytelling.. Over time. that messaging has become part of the brand’s cultural footprint. from animated shorts to long-running series that highlight how food gets from farm to restaurant.
Insight: When brand messaging is strongly tied to a company’s “why,” marketing risk-taking has to serve the core story, not replace it.