Dive Brief:
- Taco Bell has elevated Taylor Montgomery to the role of global chief brand officer, appointed Luis Restrepo as the U.S. chief marketing officer, and promoted Dane Mathews to global chief digital and technology officer. These changes are part of a strategic overhaul announced on Monday.
- Additionally, the corporation revealed that the responsibilities of International CMO Amy Ellis Durini and Chief Legal Officer Julie Davis will broaden to encompass strategy and international development, respectively.
- These promotions aim to bolster Taco Bell’s brand presence, enhance technology initiatives, and capitalize on ongoing executive modifications within Yum Brands. Earlier this month, the company expanded CEO Sean Tresvant’s portfolio to include the chief consumer officer position.
Dive Insight:
Many of Yum’s recent leadership transitions seek to artfully merge menu innovation with value-driven offerings, technological adaptations, and assertive marketing strategies across Taco Bell U.S., alongside its sister brands, Pizza Hut and KFC.
As Taco Bell sets its sights on tripling its international store presence, Yum must adeptly replicate its successful U.S. framework in diverse markets.
Montgomery has dedicated nearly a decade to Taco Bell. His ascent to the U.S. CMO role was marked by his pivotal contributions to sales growth through initiatives like the Live Más Live brand innovation event and noteworthy partnerships. As the new chief brand officer, he will steer the global brand strategy for this expanding chain.
Restrepo now takes over the U.S. CMO role previously held by Montgomery. For the past two years, he has managed Taco Bell’s product innovations and branding endeavors, leading initiatives such as the acclaimed Cheesy Street Chalupas.
Mathews, who joined the fast-food giant in 2022, will leverage his expertise in digital avenues and loyalty programs to bolster the brand’s global outreach. His leadership at Yum previously saw Taco Bell’s digital revenues soar beyond $6 billion.
Durini retains her position as international CMO but will now navigate new strategic responsibilities aimed at amplifying brand influence across global markets.
Davis, who has served as Taco Bell’s Chief Legal Officer since 2018 and has led the Taco Bell Foundation since 2020, will now focus on the expansion of Taco Bell’s international footprint, preparing it for significant growth.
The changes come in the wake of a robust quarter for Taco Bell’s U.S. operations, which experienced a notable 4% increase in same-store sales. Yum’s strategic approach to the menu and branding has solidified Taco Bell’s leadership within the QSR sector, prompting competitors to emulate its value-centric strategies.
While Taco Bell’s international expansion emerges as a vibrant success story, legacy brands Pizza Hut and KFC have encountered challenges in U.S. sales growth.
Source link: Restaurantdive.com.
