What Is Chipotle Thinking?

It sounds like a news headline from Saturday Night Live, or perhaps The Onion: "In business news, Chipotle Mexican Grill (CMG) has hired the former CEO of Taco Bell (YUM) ." It really does sound like a setup for a bad joke, and yet it's true. Brian Niccol, former CEO of Taco Bell, is the new CEO of Chipotle.

Perhaps Niccol will make a great CEO for troubled Mexican food chain, but is this the message that one of the pioneers of organic fast-casual dining really wants to send? On the surface, this is akin to Mercedes Benz hiring the former CEO of Hot Wheels. But is this move as bad as it seems?...338 more words left in this article. To read them, just click below and try Real Money FREE for 14 days.

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