UPDATE 2-Chipotle marketing chief resigns days after new CEO takes charge

From Reuters - March 14, 2018

(Reuters) - Chipotle Mexican Grill Incs chief marketing and strategy officer has resigned, the company said on Wednesday, just nine days after former Taco Bell head Brian Niccol took the helm at the troubled U.S. burrito chain.

Mark Crumpacker will leave Chipotle on March 15, according to a regulatory filing. Crumpacker could not be reached immediately for comment.

Chipotle in a statement thanked Crumpacker for his role in shaping and defining the brand since joining the company in January 2009, and said it would continue its marketing plans while finalizing plans for a new chief marketing officer.

Investors expect Niccol, who demonstrated menu and marketing prowess at Yum Brands Incs Taco Bell and Pizza Hut chains, to tap his professional network for talent.

Chipotle, which used its Food with Integrity tagline to build a loyal following, disappointed some investors in September 2016 when it reinstated Crumpacker just months after he was charged with multiple counts of cocaine possession.

He pleaded guilty to cocaine possession in January 2017. Prosecutors agreed to dismiss the case if he received treatment for a year and stayed out of trouble.

Crumpackers efforts, particularly food giveaways aimed at wooing back customers after a series of reputation-crushing food safety lapses in late 2015, were costly and failed to resonate with customers amid fierce competition from rival restaurant operators.


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