Fernando Machado Joins Chipotle as Chief Brand Officer to Drive Growth Strategy

Fernando Machado Joins Chipotle as Chief Brand Officer

In a significant move aimed at expanding its brand presence, Chipotle Mexican Grill has appointed Fernando Machado as its new Chief Brand Officer, with the appointment effective from June 1. Machado is renowned for his innovative approaches in the realm of marketing, having a rich history of successfully leading high-profile campaigns across various consumer brands.

A Proven Leader in Marketing

Fernando Machado is not new to the world of impactful marketing. He previously held the position of Chief Marketing Officer at Restaurant Brands International (RBI), where he managed illustrious brands like Burger King, Popeyes, and Tim Hortons. His campaigns during this period garnered him global accolades and significantly elevated brand engagement. Before his tenure at RBI, Machado accumulated 18 years of experience at Unilever in several executive roles focusing on its diverse consumer portfolio. Additionally, he was also Chief Marketing Officer at Activision Blizzard, overseeing marketing strategies for major gaming franchises.

Currently, he also serves as an Operating Partner at Garnett Station Partners, a private equity firm specializing in multi-unit franchise businesses.

Chipotle's Vision for Growth

In announcing Machado's appointment, Chipotle's CEO Scott Boatwright expressed enthusiasm about the addition of such a marketing powerhouse. "His remarkable track record in forging strong brands and his commitment to innovative, customer-focused marketing strategies will greatly benefit our mission of elevating the Chipotle brand," said Boatwright.

Chipotle's commitment to its 'Recipe for Growth' strategy will be fortified under Machado's leadership. He aims to enhance brand positioning, customer loyalty, and engagement, emphasizing the importance of real food and unique dining experiences.

In his own words, Machado remarked, "Chipotle has crafted one of the most distinctive brands in the industry. I look forward to building on this strong foundation with authentic storytelling and meaningful guest experiences."

The Appointment of Chief Digital Officer

Alongside Machado's introduction, Chipotle has also created a new position, Chief Digital Officer, appointing Arlie Sisson to fill the role. Sisson, who previously served as Senior Vice President at Hyatt Hotels, is expected to drive digital growth and enhance customer engagement through innovative technology. She will report to Curt Garner, Chipotle’s President and Chief Strategy and Technology Officer.

Garner noted Sisson’s experience in leveraging technology to improve customer interaction and operational efficiency as vital to Chipotle’s ambitions in this arena.

Chipotle's Commitment to Quality and Growth

Chipotle Mexican Grill is recognized for its dedication to providing food that is responsibly sourced and prepared with wholesome ingredients without artificial additives. As of December 2025, the company operates more than 4,000 restaurants globally in countries including the United States, Canada, the United Kingdom, France, Germany, and the Middle East.

The brand has established itself as a leader in the industry, blending sustainability with exceptional dining experiences. With over 130,000 employees sharing a passion for quality food and customer satisfaction, Chipotle remains committed to making its offerings accessible and maintaining a purposeful brand identity, all while advancing in digital and technological innovations.

For more ordering information, visit Chipotle's official website.