Chipotle's New Chief Is the Guy Who Brought You Nacho Fries
- Niccol will seek to use technology to lure diners back
- Chain’s shares jump much as 13 percent in late Tuesday trading
This article is for subscribers only.
For years, the brass at Chipotle Mexican Grill Inc. knocked rivals’ fast-food fare. It was overly processed, the rap went, with too many ingredients, none of them very fresh or healthy.
Now struggling Chipotle is turning for help to an industry crusader for the sort of fat-crammed, high-calorie items that have made the burrito chain shudder. The new chief executive officer will be Brian Niccol, who ran Taco Bell for three years and met sweet success courting crowds with indulgent dishes such as Doritos Locos Tacos and A.M. Crunch Wraps.