Taco Bell Chief Executive Brian Niccol has joined the board of directors at Harley-Davidson Inc., the maker of motorcycles in Milwaukee, Wis.
A Harley-Davidson spokesperson said it expanded its board to 11 members from nine by adding Niccol and Maryrose Sylvester, chief executive of Current, a General Electric Co. unit that finds new ways to produce and store energy.
Their terms will expire at Harley-Davidson’s annual shareholder meeting in 2017.
Taco Bell is known for its younger customer base and a vibrant and edgy social media presence; Niccol joined the fast food chain in 2011 as chief marketing and innovation officer.
He is expected to provide input on how to revive customer interest in Harley-Davidson. Shares in the motorcycle maker have fallen to about $50 per share from $72 per share in two years.
“Maryrose and Brian each lead innovative companies with strong brand recognition in a very dynamic marketplace,” Michael Cave, Harley-Davidson’s non-executive chairman Harley-Davidson, Inc. said. “We believe they will bring great insight and energy to Harley-Davidson.”
Taco Bell is the largest Orange County-based restaurant chain with $9 billion in systemwide sales last year; it employs 2,000 locally and about 7,000 systemwide.
It’s a division of restaurant operator and franchisor Yum! Brands Inc. in Louisville, Ky.
