JULIE FELSS MASINO
President, North America
Taco Bell Corp.
Irvine
Age: 48
Lives in Laguna Beach
WHY: Leads region for biggest OC-based restaurant chain by systemwide sales—twice that of Chipotle Mexican Grill, 10 times BJ’s Restaurants. Taco Bell a unit of $32 billion market cap Yum Brands Inc. in Louisville, Kentucky.
HOW: Co-leads Taco Bell with Liz Williams, president, international; led Fisher Price at Mattel; vice president of global beverage at Starbucks, expanded energy drinks; chief executive at Sprinkles Cupcakes, product innovation included cupcakes-and-ice cream.
RECENT: Year of positive same-store sales growth; January rollout of nationwide food delivery, vegetarian menu; continuing record of new product intros with Nacho Fries; 2019 “Golden Chain Award” award from trade magazine Nation’s Restaurant News.
FAST FACT: IMDB executive producer credit on 2018’s “Web of Fries II: Franchise Wars”—Taco Bell’s movie trailer genre ad for nacho fries starring Josh Duhamel and Ruth Kearney and shown in theaters prior to feature films.
QUOTABLE: Masino posted meme “wake up. be kind. KICK ASS. repeat.” on Instagram, New Year’s Day 2018, the week Taco Bell named her to role.
PERSONAL: 2018 OC 500; Taco Bell: $10 billion sales and 7,000 locations, mostly in U.S.; interviewed by her alma mater, Miami University, Masino noted her aim of arriving at the office early—“imperative to have time before” others arrive—and the vitality for leaders of downtime, asking questions of herself and others to better lead teams, and saying yes to new opportunities; cites Starbucks Chief Executive Howard Schultz as an example of leadership; fan of yoga, pilates, hiking, and the rock band U2; husband, Dave.
