Observed Signal · Apr 28, 2026 · Hiring · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Chipotle Hires Fernando Machado as Chief Brand Officer
Chipotle has appointed Fernando Machado, the former chief marketing officer of Burger King, as its chief brand officer, effective June 1, 2026. Machado will lead brand strategy, positioning and customer engagement as Chipotle executes its 'Recipe for Growth' 2026 turnaround plan amid recent declines in same-store sales. He succeeds a role left vacant after Chris Brandt stepped down; Stephanie Perdue, who served as interim CMO, was promoted to senior vice president of brand marketing. Machado's background includes senior marketing roles at Restaurant Brands International, marketing leadership at Activision Blizzard, three years at foodtech company NotCo, a recent operating partner role at Garnett Station Partners, and 18 years at Unilever.
Senior brand hire at a major advertiser with experience in high-profile campaigns could influence Chipotle's marketing direction and execution of its 2026 turnaround plan, but it is not an industry‑shifting event.
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Key Takeaways & Evidence Grounding
- Chipotle hired Fernando Machado as Chief Brand Officer, starting June 1, 2026.
- Machado is the former chief marketing officer of Burger King and worked across Restaurant Brands International (RBI) brands including Burger King, Popeyes and Tim Hortons.
- Stephanie Perdue, interim CMO since Chris Brandt’s departure, was promoted to senior vice president of brand marketing.
- Chipotle reported declining same-store sales: down 2.5% in Q4 and down 1.7% overall in 2025.
- Machado previously worked at Activision Blizzard, NotCo, Garnett Station Partners (GSP) and spent 18 years at Unilever.
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Recent verified developments and strategic activity across this market segment.
Chipotle and PayPal Name Marketing Chiefs
Adweek reported a weekly roundup of marketing leadership moves on May 1, 2026. Chipotle hired Fernando Machado, the former Burger King CMO, as its chief brand officer to support the company’s Recipe for Growth turnaround plan. PayPal appointed veteran marketer Antonio Lucio as its chief marketing and corporate affairs officer. The article, written by Rebecca Stewart (Adweek brand editor), highlights senior marketing hires across U.S. and global brands for the week ending May 1, 2026.
Fernando Machado Urges Patience for Bold Marketing
Fernando Machado, the former CMO at Unilever and Burger King who joined Chipotle three weeks before this interview, argues that breakthrough creative work is built over years rather than delivered instantly. Citing campaigns such as Dove’s Real Beauty and Burger King’s Moldy Whopper, Machado says marketers must 'pave the way' with incremental evidence, operational changes and smaller wins to earn the right to propose risky ideas. He emphasizes internal selling skills: reduce perceived risk with prototypes, evidence and finished work, and bring the wider business along rather than blaming conservative executives. Machado frames bravery as accumulated confidence from repeated commercial success. The interview also notes his recent hire at Chipotle and an imminent family relocation from Miami to California.
Chipotle Launches Unscripted Creator Campaign Via Agency Kids
Chipotle has launched a new iteration of its 'Behind the Foil' campaign, granting 100 creators complete creative control in its kitchens with no scripts, storyboards, or brand oversight. The creators filmed themselves working across 50 restaurants in the US, Canada, and London. This campaign represents the first major launch under Chipotle's Chief Brand Officer, Fernando Machado, and is the debut work from the brand's newly appointed creative agency partner, Kids. Content from the creators will be shared across their channels—reaching a combined audience of over 100 million followers—and compiled into national television advertisements.
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