Chipotle’s Marketing Head Is Out After Struggling to Fix Its Image

Crumpacker faced professional, personal challenges over years
New CEO from Taco Bell signals changing of the guard at chain

An employee wraps a burrito for an order at a Chipotle Mexican Grill Inc. restaurant in Tempe, Arizona, U.S., on Saturday, Oct. 21, 2017.Photographer: Caitlin O'Hara/Bloomberg

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By Nick Turner and Leslie Patton

March 14, 2018 at 3:48 PM UTC

Updated on

March 14, 2018 at 4:51 PM UTC

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Chipotle Mexican Grill Inc. is parting ways with Chief Marketing Officer Mark Crumpacker, who struggled for years to restore the burrito chain’s image after an E. coli outbreak.

Crumpacker, who has worked for Chipotle since 2009, is stepping down on Thursday, the company said. His exit follows the arrival earlier this month of Chief Executive Officer Brian Niccol, a Taco Bell veteran who is expected to overhaul the business.