Niccol will oversee overall brand strategy and performance of Taco Bell in the US and abroad, including doubling system sales for the 10-year period ending 2022 and opening 2,000 new restaurants, the company said. Other initiatives include growth through innovation, new daypart extension and restaurant development.
“Brian has extraordinary leadership skills that make him the ideal candidate for our next CEO,” Creed said. “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.”
Niccol introduced the Live Más tagline during his time as chief marketing innovation officer. He later was promoted to position of the Taco Bell US. Before working for Taco Bell, he was general manager of Pizza Hut USA. He also held several brand management positions at Procter & Gamble.
“It’s an honor to step into this role and to represent our brand, our franchisees and team members,” Niccol said. “I am focused on a seamless transition and look forward to bringing our Live Más culture to life in everything we do.”