CMG
New faces, same burrito empire
Chipotle is making a pretty classic corporate move: hire the person who knows how to make a brand feel cooler than the menu board suggests. The company said Fernando Machado, one of the industry’s best-known CMOs, will step in as Chief Brand Officer on June 1.
The digital side quest
Chipotle also created a new Chief Digital Officer role for Arlie Sisson, which is a fancy way of saying the company wants to move faster on innovation, loyalty, ordering, and whatever else keeps your phone glued to your burrito habit.
Why investors should care
This isn’t the kind of announcement that makes your portfolio do cartwheels. But it does matter if you think Chipotle’s next leg of growth comes from:
- stronger marketing that keeps the brand feeling premium and relevant
- better digital engagement, which can drive repeat orders and sales efficiency
- smoother execution of the company’s “Recipe for Growth” strategy
Big picture: Chipotle isn’t just selling bowls — it’s trying to stay culturally sticky while making the digital machine run smoother. That’s the sort of boring-but-important upgrade investors usually cheer for later, after the numbers show up.