Chipotle has hired Fernando Machado, the former chief marketing officer (CMO) of Burger King, as chief brand officer (CBO).
The marketer will lead strategy, brand positioning, and customer engagement efforts for the business, starting June 1.
He fills a role left vacant by Chipotle veteran Chris Brandt, who stepped down in January. Stephanie Perdue, who has served as interim CMO since Brandt’s departure, has now been promoted to senior vp of brand marketing.
Machado spent over seven years in senior marketing roles at Restaurant Brands International (RBI), working across brands including Burger King, Popeyes, and Tim Hortons. During his tenure, he gained global recognition for campaigns including 2020’s “Moldy Whopper,” which poked fun at McDonald’s seemingly imperishable burgers by way of decomposing a Burger King patty.
After leaving RBI in 2021, he joined Activision Blizzard, spearheading marketing for games such as Call of Duty and World of Warcraft. He then spent three years at foodtech business NotCo. Most recently, he’s been an operating partner at private equity business Garnett Station Partners (GSP).
Earlier in his career, he spent 18 years at Unilever in a series of executive leadership roles across its consumer brand portfolio.
A ‘recipe for growth’
Casual dining brand Chiptole will be hoping Machado can help it offset declining same-store sales, which decreased 2.5% in Q4, and 1.7% overall in 2025.
Machado will be tasked with executing on Chipotle’s “Recipe for Growth” 2026 turnaround plan, recently introduced by CEO Scott Boatwright to deliver better value and dining experiences for customers, along with a revamped rewards program and global expansion.
In a statement, Boatright said Machado’s proven track record in brand building, innovation, and customer-centric marketing strategies positioned him to “elevate [Chipotle’s] brand, deepen guest loyalty, highlight the value of our real food, and accelerate our long-term growth.”
Machado said he would build on Chipotle’s cultural relevance through “authentic storytelling, focused product development, and meaningful guest experiences.”
