---
title: "Trending this week: Chipotle taps industry vet Fernando Machado as chief brand officer"
url: https://burnaze.com/article/70c126a0-ea8d-48f4-83db-1caf19ecef3e
source: "Nation's Restaurant News"
original_url: https://www.nrn.com/restaurant-executives/trending-this-week-chipotle-taps-industry-vet-fernando-machado-as-chief-brand-officer
category: "Mexican"
industry: "Restaurants"
segment: "Mexican"
topics: ["People"]
published: 2026-05-06T18:43:32.000Z
modified: 2026-10-31T13:15:52.920Z
image: https://eu-images.contentstack.com/v3/assets/bltea7aee2fca050a19/blt90aed5489769e6c8/69fb8f0bbacd6f1f6e5bf07e/trending_0506.png?width=1280&auto=webp&quality=80&disable=upscale
---

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

**TL;DR:** Chipotle has appointed Fernando Machado as chief brand officer to lead global marketing strategy and expansion. Yum Brands' brands, including Taco Bell and KFC, are focusing on menu innovation to attract future consumers.

*originally published in Nation's Restaurant News on 2026-05-06. [Read the original](https://www.nrn.com/restaurant-executives/trending-this-week-chipotle-taps-industry-vet-fernando-machado-as-chief-brand-officer).*

## Story

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.

## Entities

- QSR (sector)
- Nation's Restaurant News (publication)
- Taco Bell (company)
- executive appointment (topic)
- menu innovation (topic)
- marketing strategy (topic)
- Subway (company)
- KFC (company)
- expansion plans (topic)
- Chipotle (company)
- Yum Brands (company)
- value menu (topic)

---
Originally reported by Nation's Restaurant News (https://www.nrn.com/restaurant-executives/trending-this-week-chipotle-taps-industry-vet-fernando-machado-as-chief-brand-officer). Summarized by Burnaze (https://burnaze.com/article/70c126a0-ea8d-48f4-83db-1caf19ecef3e).