Revitalize Your Brand: A Step-by-Step Guide to Bold Marketing Like Chipotle's New Chief

Introduction

When a beloved fast-casual chain like Chipotle sees traffic drop for four straight quarters and a 33% stock decline, it's clear the old playbook isn't working. That's exactly the challenge Chipotle faced in early 2025. Their solution? Hiring Fernando Machado, the award-winning marketer behind Burger King's most talked-about stunts. But can a brand known for sincere animated shorts really embrace the same boundary-pushing tactics that turned a Whopper into a one-cent geofencing stunt? Absolutely—if you follow the right steps. This guide breaks down how any brand can apply Machado's approach to shake off a sales slump and reignite customer excitement, using Chipotle's own journey as the blueprint.

What You Need

Before you begin, make sure you have these essentials:

• A brand with a clear value proposition (e.g., Chipotle's "real food")
• Executive leadership willing to take measured risks
• A marketing team that can execute bold ideas
• Budget for campaigns that may not follow industry norms
• Digital tools for personalization, geofencing, and app-based engagement
• Analytics to measure earned media and customer response
• A strong internal compass to keep stunts aligned with brand identity

Step-by-Step Guide

Step 1: Admit You Have a Problem and Commit to Change

The first step—often the hardest—is acknowledging the slump. Chipotle's leadership publicly reported declining traffic and flat sales. They didn't sugarcoat it. This honesty creates the urgency needed for transformation. Action item: Hold a candid review of your recent performance, identify at least three metrics that need improvement, and get buy-in from top executives that business as usual won't cut it.

Step 2: Bring in a Marketer Who Has Already Done the Unthinkable

Chipotle didn't hire a safe, traditional CMO. They hired Fernando Machado, who made his name at Burger King with stunts like the Whopper Detour and a campaign that humorously challenged the Belgian monarchy. His background also includes senior roles at Activision Blizzard and NotCo. What to look for: A candidate with a record of generating massive earned media, experience in your industry or adjacent ones, and a willingness to break rules. Check for past campaigns that went viral—both positively and controversially.

Step 3: Adopt a Mindset That Values 'Not Being Dull' Above All Else

Machado has famously stated that his biggest fear is producing "flat" or generic work. He believes people ignore the "sea of sameness" in advertising, so a brand's first job is to avoid being ignored. How to do it: At the start of any campaign, ask your team: "Is this memorable? Would people talk about it even if they saw it only once?" If the answer is no, scrap it and start over. This applies to everything—from social media posts to TV spots.

Step 4: Embrace Risk and Accept That Failure Is a Learning Tool

Machado argues the biggest barrier to success isn't budget—it's a company culture scared of uncertainty. At Burger King, he launched the "Moldy Whopper" campaign showing a decomposing burger to prove the brand removed artificial preservatives. Some called it disgusting; others called it brilliant. Either way, it got attention. Practical tip: Create a "risk budget"—allow a percentage of marketing spend to go toward experiments that might fail. Celebrate small failures as data points, not mistakes. Chipotle's leadership has already signaled they are ready for this by praising Machado's track record.

Step 5: Design Campaigns That Earn Media Coverage, Not Just Ad Space

The Whopper Detour campaign is the gold standard: Burger King used geofencing to offer a 1-cent Whopper when customers were within 600 feet of a McDonald's. In nine days, the app got 1.5 million downloads—and endless news articles. How to replicate: Think about what would make a journalist want to write about your campaign. Tie it to a cultural moment, use technology in a surprising way, or create something visually shocking. Calculate your earned media value (EMV) to justify the investment.

Step 6: Balance Boldness with Authenticity—Don't Become a Clashing Caricature

This is the trickiest part. Chipotle's brand is earnest and wholesome (animated short films about sustainable farming). Machado's past work includes aggressive, sometimes controversial humor. How to blend both: Find the intersection where your bold idea still honors your core values. For Chipotle, that could mean taking a risky stance on food transparency or using geo-fencing to promote their real-food sourcing. Always ask: Does this feel like us? If not, how can we tweak it? The CEO's quote about "real food" and "guest loyalty" shows Chipotle wants the risk to amplify their identity, not replace it.

Step 7: Leverage Digital Technology for Personalized, Location-Based Engagement

Machado's success at Burger King heavily relied on tech—specifically the geofencing app feature. This created a frictionless way to deliver value and capture data. Action steps: Audit your current digital tools. Can you integrate location-based offers? Do you have a loyalty app that can be activated via QR codes or beacons? Consider partnerships with tech providers to create similar experiments. Track not just app downloads but also repeat visits and customer lifetime value.

Step 8: Measure Success Beyond Just Sales—Include Attention Metrics

Chipotle's stock decline and flat sales are the ultimate barometer, but in the short term, you need leading indicators. The Whopper Detour drove 1.5 million app downloads, huge earned media impressions, and a halo effect on brand perception. What to track: Earned media value (EMV), social media mentions, sentiment analysis, app installs, newsletter sign-ups, and foot traffic from geofenced offers. Create a dashboard that includes these alongside revenue. Celebrate wins that show your brand is getting noticed again.

Tips for Success

• Don't be afraid of controversy—but know your line. Machado's moldy burger might disgust some, but it clearly communicated a message. Test potentially offensive ideas with a small focus group first.
• Get the CEO on board before launch. Chipotle's CEO publicly endorsed Machado as a "globally-recognized brand leader." Without top-level support, bold campaigns get killed.
• Iterate quickly. Machado's approach relies on fast feedback loops. Run short experiments, analyze results, and double down on what works.
• Keep customer value at the center. All the stunts in the world won't save a bad product. Chipotle's food quality is still its foundation—the marketing just gives it a louder voice.
• Document your own 'Whopper Detour' moment. Every brand can have one breakthrough campaign that defines a turnaround. Start brainstorming now.

Chipotle's gamble on Fernando Machado is still unfolding, but the lessons are clear. By embracing risk, avoiding dullness, and blending big ideas with authentic values, any brand can reverse a slump and capture attention. The key is to start with Step 1—admit you need to change—and then follow through with boldness and smart measurement.