Chipotle Mexican Grill has lost its top marketer, Chris Brandt—an unexpected departure that coincides with several marketing pushes such as forging a new partnership with the PGA TOUR amid a slowdown in foot traffic and same-store sales.
Since 2018, Brandt, who also held the title of president, has led the chain’s efforts to fuel traffic via marketing campaigns that turned Chipotle dishes into candles and Halloween costumes, and partnerships that brought the custom meals of Olympic athletes and TikTok creators to its mobile ordering app.
During Brandt’s tenure, the burrito chain went from a market cap of $7 billion to over $70 billion. It currently has a $54 billion market cap (NYSE: CMG).
Brandt had previously been the chief brand officer at Bloomin’ Brands Inc. for over a year before joining the fast-casual chain in Newport Beach in 2018—weeks after his former Taco Bell boss, Brian Niccol, started at the chain. Brandt also spent time at The Coca-Cola Company and General Mills in the brand and marketing divisions.
He is succeeded by Vice President of Brand Marketing Stephanie Perdue, who will step in as interim CMO until a new executive is appointed. She had previously served as CMO at TGI Fridays.
The company said Brandt will stay at Chipotle for a short time in an advisory role to assist with the transition.
Brandt and Perdue worked at Taco Bell with Niccol for several years before they all reunited at Chipotle later in 2018. The two executives were both on the team that launched Doritos Locos Tacos and a new breakfast menu.
CEO Scott Boatwright said in a Jan. 12 statement announcing Brandt’s exit that he has played an instrumental role in turning Chipotle into a purpose-driven lifestyle brand by “making it more visible, accessible and culturally relevant with consumers.”
In October, Chipotle reported third-quarter revenue of $3 billion, up 7.5% from a year ago. Same-store sales increased by 0.3%.
During his tenure, Brandt said he worked to integrate the Chipotle brand and its food into popular culture to reach consumers on their turf, especially younger generations through collaborations with online gaming platforms and college campuses. For example, last year the chain launched a new loyalty program geared towards college students called Chipotle U Rewards.
Most recently, the brand announced a partnership with the PGA TOUR, which made Chipotle the Official Mexican Restaurant as well as Official Burrito, Bowl, Tacos and Quesadilla of the professional golf organization as of January.
“Partnering with the PGA TOUR is a natural fit for us because our real food is already a mainstay in many top players’ routines, both at home and on the road,” Brandt said in a Jan. 7 statement. “Our goal is to tap into this existing passion among the golf community and deliver creative executions to elevate fan experiences throughout the TOUR season.”
Shares of Chipotle were trading around $39.96 at press time.
A Push for Protein
In another attempt to keep pace with shifting consumer preferences, Chipotle has joined the fray of chains pushing high-protein menus.
Spearheaded by Brandt, Chipotle in December introduced dishes ranging from 15 to 81 grams of protein per item, such as a double high protein bowl or a high protein-low calorie salad. To promote the menu, Chipotle partnered with online creators focused on health and wellness to highlight their “protein-packed” entrees.
“This curated menu brings that fan behavior to the forefront with clean ingredients and flexible portions, making protein and other dietary goals easier to reach,” Brandt said in a statement.
Three Costa Mesa-based chains have also introduced protein packed menu items, including El Pollo Loco, California Pizza Kitchen and Nekter Juice Bar.
