Chipotle Takes a Page, and a C.E.O., From Taco Bell<br />Mr. Niccol is tasked with replicating his success transforming Taco Bell from a fast food afterthought<br />to a social media-savvy company with sleek new stores and the hugely popular Doritos Locos Tacos.<br />Brian Niccol, the chief executive of Taco Bell, will replace Chipotle’s founder, Steve Ells, as chief executive on March 5, Chipotle said on Tuesday.<br />“His expertise in digital technologies, restaurant operations<br />and branding make him a perfect fit for Chipotle as we seek to enhance our customer experience, drive sales growth and make our brand more relevant,” Mr. Ells said in a statement.<br />Last year, the company was targeted by hackers, excoriated on social media after a video of<br />rodents in one of its restaurants went viral and pummeled by Hurricanes Harvey and Irma.<br />Chains like Panera Bread and Five Guys grew popular as consumers sought the convenience of fast food but the quality of sit-down establishments.<br />Chipotle has spent the past few years struggling to recover from a string of<br />food safety crises, abandonment by its customers and a plunging stock price.
