Chipotle Hires Burger King Marketing Star Fernando Machado to Reverse Sales Slump

Chipotle Names Fernando Machado as Chief Brand Officer Amid Traffic Decline

Newport Beach, CA – Chipotle Mexican Grill has tapped award-winning marketer Fernando Machado as its new chief brand officer, the company confirmed Tuesday. The move comes after the fast-casual chain reported a fourth consecutive quarter of declining restaurant traffic in February, with same-store sales projected flat for 2026. Chipotle's stock had fallen roughly 33% over the prior year.

CEO Scott Boatwright announced the hire on the company's April 29 earnings call, calling Machado an “award-winning, globally-recognized brand leader.” Boatwright said: “His proven track record of building iconic brands, driving category-defining innovation and leading customer-centric marketing strategies is exactly what we need as we continue to elevate our brand, deepen guest loyalty, highlight the value of our real food, and accelerate our long-term growth.”

Background: A Marketer Known for Stunts

Machado last served as CMO of plant-based company NotCo, and before that held the same role at Activision Blizzard. But he is best known for his tenure at Burger King from 2014 to 2020, where he led headline-grabbing campaigns. One of his most famous was the 2018 “Whopper Detour” – a geofencing ploy that offered customers a 1-cent Whopper when they stood within 600 feet of a McDonald’s. It drove 1.5 million app downloads in just nine days.

Machado has argued that the biggest risk in marketing is being “flat” or generic. He believes brands must fight to be noticed in a “sea of sameness” – even if it means facing pushback. “The greatest risk a marketer can take is producing flat work,” he has said. For him, the main barrier to success is not budget but a company culture afraid of uncertainty.

What This Means: A Clash of Styles?

At first glance, hiring a proven marketer to reverse a sales slide seems logical. But Machado’s stunt-heavy approach may clash with Chipotle’s earnest, wholesome brand image – known for animated short films and its “real food” message. Combining a marketer who tried to usurp the Belgian monarchy and promoted moldy burgers with a brand that makes sweet animations is a risky bet.

Industry observers say the success will depend on whether Machado can apply his risk-taking philosophy without alienating Chipotle’s core customers. The chain has historically avoided the kind of aggressive, buzz-driven tactics Machado used at Burger King. If he succeeds, it could redefine fast-casual marketing. If he fails, it may deepen the brand’s current struggles.

Chipotle has not yet revealed specific campaigns planned under Machado. The company declined to comment further on the appointment beyond the earnings call.