The CMO Podcast

Episode: Chris Brandt (Chipotle Mexican Grill) | Crafting Food with Integrity

Host: Jim Stengel
Guest: Chris Brandt, President and Chief Brand Officer, Chipotle Mexican Grill
Date: December 3, 2025

Episode Overview

This episode features an in-depth, candid conversation between Jim Stengel and Chris Brandt, the President and Chief Brand Officer of Chipotle. Recorded live at the ANA Masters of Marketing, the episode explores how Chris Brandt has helped reshape the Chipotle brand into a culturally resonant, purpose-driven powerhouse. They dive into leadership philosophy, the power of purpose, operational innovation, team culture, and creativity, offering a masterclass in building and sustaining brand relevance in a rapidly changing environment.

Key Discussion Points and Insights

1. Importance of Industry Events and Continuous Learning

• Reflection & Reinvention: Chris values attending the ANA Masters of Marketing for learning from peers and reflecting on Chipotle’s direction.
  • "It's a chance to listen to other people talk about their brands, but it also gives you a chance to just sit and reflect on your brand... it's a great place to do it." (05:26)
• Trends vs. Fundamentals: While AI and tech are transforming marketing, Brandt emphasizes fundamentals.
  • "Trends will come and go. The fundamentals of marketing remain the same. Just the way you execute them will be a lot different, a lot faster, a lot more interesting, I think." (06:04)

2. Culture, Team Building, and Leadership Philosophy

Leadership Style & Team Building

• Sense of Urgency: Chris is driven by urgency, encouraging action today.
  • "There are only two days a year you can't get anything done... it's yesterday or tomorrow, so you might as well do it today." (11:51)
• Values: His three tenets: Innovation, Storytelling, and Collaboration.
  • "I want people to be innovators, storytellers and collaborators... Innovation is what's going to get us out of any jam and it's going to keep us going." (13:01)
• ‘Conference Room Test’: Culture fit trumps just technical skill.
  • "If you wouldn't be willing to walk in a conference room with them at five o'clock on a Friday... we're not hiring them." (14:18)
• Empowering Teams: Chris prefers smaller teams for agility and ownership, letting people "run" with robust jobs.
  • "I purposely have had a smaller team at Chipotle than I've had in other places because I want to give people robust jobs and I want them to get a chance to get stuff in the marketplace." (15:32)

Balancing Urgency & Precision

• "Be quick, but don't hurry." (John Wooden quote) (48:44)
• Stage gate processes ensure new ideas are vetted but not stalled.

3. Leading Through Headwinds and Staying Anchored to Purpose

• Navigating Challenges: Covid prompted a shift from 100% in-restaurant sales to 78% digital at its peak, now around 35%.
  • "When all else fails, lean on that brand purpose... real food is better. It's better for you... and it's better for the planet. And we're the good guys, so we're supposed to win." (18:52)
• Category Headwinds: Fast casual lost trade-up and trade-down benefits amid price-pointed competition, but Chipotle maintains its quality/value proposition.
  • "Most things that taste good, you don't feel good about. Most things you feel good about don't taste that good. [Chipotle] got a really unique spot." (21:33)

4. The Power and Consistency of Purpose: “Cultivate a Better World”

• Long-Term Purpose: Chipotle’s “Cultivate a Better World” and “Food With Integrity” platforms are longstanding.
  • "I think it's the single best piece of creative ever in the restaurant space... Today you’d probably use AI to simulate it." (on “Back to the Start”) (27:52)
• Real Transparency: Initiatives like "Behind the Foil" show real employees and operations.
  • "It was more like a farmer's market in there than any restaurant I'd ever seen." (24:20)
  • "Our employees are heroes for doing this... they were so proud and they were so skilled. And I wanted to make them the stars because they're the stars of the show." (24:36)
• Authenticity in Every Channel: From working with farmers for their ads to making their employees the face of the brand, every move reinforces integrity and transparency.

5. Creativity, Relevance, and Staying Close to Culture

• Innovative Collaborations: Chipotle shows up in unexpected places—cosmetics (Lipotle with e.l.f.), Formula 1, Rose Parade, and gaming (Fortnite, Roblox).
  • "What other food brand can be there?" (31:49)
• “Don’t Be Lame” Mantra: Every experiment must feel genuine and creative.
  • "When brands start going on other platforms and creating their own worlds, it could be bad... If it's lame, we will not launch." (Roblox initiative) (34:55)
• Agility: The small team, streamlined decision-making, and a bias for action mean they can act on creative opportunities quickly.

6. Chris Brandt’s Career Path and Mentors

• Background: Finance → CPG (General Mills) → Beverage (Odwalla/Coke) → Fast Food (Yum/Taco Bell) → Chipotle
• Lessons: General Mills provided foundation in brand management. Yum/Taco Bell taught marketing, speed, and execution.
  • "I got the brand management education at General Mills... but I got the marketing education at Taco Bell. Fast, promos, lots of ads." (39:25)
• Mentors: Beth Brady (empowerment), Brian Niccol (collaboration), Stephanie Perdue (collaborator and partner).

7. Audience Q&A Highlights

On Menu Innovation (Red Chimichurri, Honey Chicken, Quesadilla)

• Balancing Act: Must be operationally feasible; new ingredients/ideas are run through a stage gate process.
  • "A great marketing idea that doesn't work operationally is a really bad idea for the place... Sauce innovation is a good one... it really can change the experience that you have at Chipotle." (47:33)

Urgency vs. Precision

• "Be quick, but don’t hurry."—moving fast but not skipping critical steps or stakeholders. (48:44)

8. Legacy, Inspiration, and Advice for Marketers

• Legacy: Hopes people learned from him, had fun, and want to “give back to other people.” Proud of having built brands that last.
  • "I'm proud of the legacy we left... at Taco Bell... And then look, Chipotle, I think that mission of we're bringing better food to more people and that's a pretty heady thing." (43:20)

Most Inspiring Person

• His Wife: "I got to marry my best friend... I would not have been half as successful as I have been without her." (49:33)

One Key Piece of Advice

• Embrace and Lead Change:
  • "If you don't take change by the hand, it's going to grab you by the throat... A trend is not fate. You can change your future." (50:55)

Notable Quotes & Memorable Moments

• “Trends will come and go. The fundamentals of marketing remain the same.” (Chris Brandt, 06:04)
• “If you wouldn't be willing to walk in a conference room with them at five o’clock on a Friday... we're not hiring them.” (14:18)
• “Real food is better... And we're the good guys, so we're supposed to win.” (18:52)
• “Most things that taste good, you don't feel good about. Most things you feel good about don't taste that good. We’ve got a really unique spot there.” (21:33)
• “I wanted to make them [employees] the stars because they're the stars of the show.” (24:36)
• “We don’t pay anybody to extol the virtues of the brand who already isn’t a brand fan.” (32:49)
• “Don’t be lame.” (Chris Brandt’s mantra for brand activations) (36:08)
• “Be quick, but don’t hurry.” (John Wooden, 48:44)
• “A trend is not fate. You can change your future. When you embrace change... focus on the good parts.” (50:55)

Key Timestamps

• 05:26 Industry events, reflection, and reinvention
• 06:04 AI, trends, and enduring fundamentals
• 11:51 Sense of urgency and daily action
• 13:01 Three tenets: Innovator, Storyteller, Collaborator
• 14:18 The ‘conference room test’ for team fit
• 18:52 Leading through headwinds and anchoring to purpose
• 21:33 Chipotle’s unique value proposition
• 24:20 Employee pride and “Behind the Foil” campaign genesis
• 27:52 Purpose continuity: "Back to the Start" and “A Future Begins”
• 31:49 Collaborations and relevance with youth/culture
• 34:55 Creative risk-taking: Roblox, “Don’t be lame”
• 39:25 Lessons from General Mills and Taco Bell
• 47:33 Menu innovation, operational feasibility
• 48:44 “Be quick, but don’t hurry” – urgency vs. precision
• 50:55 Advice: Embrace change, don’t fear it

Conclusion

Chris Brandt’s tenure at Chipotle showcases the transformative power of heartfelt purpose, relentless innovation, and empowered teamwork. Whether navigating category headwinds or breaking creative new ground, his philosophy is clear: stay grounded in what matters, move fast but thoughtfully, and always be authentic—never “lame.” The result: a brand that is as admired for its integrity as its craveable food, proving that doing good and doing well go hand in hand.

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