Taco Bell Corp., a division of Yum! Brands Inc., announced that Brian Niccol will be promoted to chief executive officer on January 1, 2015. Niccol, 40, who currently serves as president of Taco Bell U.S., will become the brand’s next CEO as current Taco Bell CEO Greg Creed will become CEO of Yum! Brands Inc. effective the same date.
In this role, Niccol will be responsible for driving overall brand strategy and performance of the business in the U.S. and internationally, including doubling system sales for the 10-year period ending 2022 and opening 2,000 new restaurants. The growth strategy includes focusing on organic growth through innovation, new day part expansion, restaurant development, and delivering world-class operations.
“Brian has extraordinary leadership skills that make him the ideal candidate for our next CEO,” says Greg Creed, CEO of Taco Bell Corp. “He is a dynamic leader who genuinely cares about this brand, its people and the culture of the organization. He has a proven track record and the necessary vision to deliver our growth objectives, having overseen multiple breakthrough initiatives including the brand’s game-changing breakfast launch earlier this year. Brian’s relentless focus on always being a better, more relevant, and accessible Taco Bell has made the brand an industry leader and fan favorite. I’m confident that his vision, leadership and focus on people will continue to make Taco Bell one of the world’s most relevant lifestyle brands.”
Prior to Niccol’s position as president of Taco Bell U.S., he served as chief marketing and innovation officer of the Mexican-inspired brand. Under his leadership, Taco Bell put a renewed focus on brand relevance through digital, social, mobile technology, and culture.
“It’s an honor to step into this role and to represent our brand, our franchisees and team members,” says Brian Niccol, president of Taco Bell Corp. “I am focused on a seamless transition and look forward to bringing our Live Más culture to life in everything we do.”
Niccol also serves as chairman of the Taco Bell Foundation for Teens, where he pioneered an agreement with the Boys & Girls Club of America, establishing a $30 million, multi-year grant to create a stronger generation of future leaders by providing resources that will inspire and enable teens to graduate from high school.
As CMIO, Niccol introduced the Live Más brand tagline. Prior to his position at Taco Bell, he served as general manager for Pizza Hut USA and held several brand management positions at Procter & Gamble.