News

Chipotle replaces CMO with former Bloomin' Brands exec

March 20, 2018

Chipotle Mexican Grill has hired Chris Brandt as chief marketing officer, effective April 2. He's replacing Mark Crumpacker, who resigned last week, according to a company press release.

Most recently, Brandt was at Bloomin' Brands, where he served as executive vice president and chief brand officer across Outback Steakhouse, Carrabba's, Bonefish Grill and Fleming's. In this capacity, he oversaw a 75-person brand team and was responsible for product innovation, brand positioning, product pipeline development, consumer insights, creative strategy and development, media strategy, loyalty, and digital marketing across all four dining concepts, Chipotle CEO Brian Niccol, said in the release.

"Chris is an extremely talented and effective marketing executive," said Niccol, who recently joined Chipotle after serving as CEO of Taco Bell. "Having worked with Chris in the past, I have seen first-hand his ability to generate sales overnight and build brands over time. His experience and expertise make him an ideal fit for our leadership team at Chipotle as we look to reinvigorate this exceptional brand, and build sales, transactions and profitability." 

Prior to his time at Bloomin' Brands, Brandt served as chief brand and marketing officer at Taco Bell, where he led marketing and food innovation. He oversaw numerous successful new products including Doritos Locos Tacos and the quesalupa, new dayparts such as Happier Hour and breakfast, digital initiatives such as the Taco Bell app, as well as other innovative media and sponsorship programs Niccol said. Before joining Taco Bell, he held senior level marketing and brand development positions with Odwalla/Coca Cola and General Mills.

"I have admired the Chipotle brand both as a consumer and a marketer over the years," said Brandt. "I'm excited to join the company during this pivotal time and to work with the rest of the leadership team to help reignite the brand and increase relevance with consumers."

Crumpacker had been employed with Chipotle since January 5, 2009, and on or around Jan. 5, 2018, he entered into a Retention Agreement, whereby he would receive a "Retention Bonus" of $600,000 for remaining continuously employed with Chipotle through Jan. 5, 2019. That Retention Bonus would vest if Crumpacker was terminated without "cause," which is what happened, according to a U.S. Securities and Exchange Commission filing.

Crumpacker's day-to-day obligations and responsibility stop today, but he will remain employed through March 15. He'll receive a cash severance of 26 weeks of pay at his base salary and related benefits pertaining to post-employment extension of health insurance benefits, according to a document from the U.S. Securities and  Exchange Commission. It also allows him a period of 12 months to exercise vested stock-only stock appreciation rights, rather than the 90-day period provided in the award agreements.

The separation agreement also requires Crumpacker to release any legal claims against Chipotle and he may not work for, own or consult in any capacity to any business operating fast casual, quick service or casual dining restaurants in the continental United States, where Chipotle or any of its affiliates conduct business.

In July 2016, Crumpacker was placed on leave for a time and turned himself into authorities after being charged with possession of a controlled substance in New York. The charges were related to allegations he bought cocaine on multiple dates between Jan. 29 and May 14. He later returned to work after a stint in drug rehab.