Trending this week: Chipotle taps industry vet Fernando Machado as chief brand officer

This week on Nation's Restaurant News, the top story was “Chipotle taps industry vet Fernando Machado as chief brand officer.” Machado is tasked with leading the chain’s global marketing strategy, brand positioning and customer engagement efforts as the company continues to expand toward its goal of 7,000 restaurants.

In other news, a recurring theme from Yum Brands’ first quarter earnings call was how its brands — especially Taco Bell and KFC — are “fighting for the future consumer.” As part of that fight, the brands are stepping up menu innovation in tandem with the company’s in-house consumer insights agency, Collider, which it acquired 11 years ago. Collider recently released its first-ever food trends report showing that consumers are seeking “choice therapy” in response to being overwhelmed by external factors.

Also, Subway launched its first-ever value menu, just months after the chain faced franchisee pushback on loyalty club discounts. The Miami-based sandwich chain debuted a nationwide Fresh Value Menu, featuring 15 entrees under $5 at participating restaurants, though the price points might be a bit higher in certain states, like California, the company noted.