Taco Bell Promotes Global Chief Brand Officer to CEO

Taco Bell, the fast-food chain known for its Tex-Mex cuisine, has appointed its global chief brand officer, Mark King, as the new CEO, making him the third CEO in the company’s history. King, who joined Taco Bell in 2019, has been credited with leading the company’s efforts to refresh its brand and menu, introduce innovative digital initiatives, and expand its presence globally. King takes over from former CEO Julie Felss Masino, who will be promoted to a newly created role as President of Taco Bell International.

Under King’s leadership, Taco Bell has launched several new menu items, such as the crispy chicken sandwich taco and the plant-based protein alternative, although some additions have been controversial, such as the potato-less vegetarian menu. King has also overseen the company’s expansion into international markets, with new locations opening in Europe and Asia. Prior to joining Taco Bell, King served as CEO of TaylorMade Golf Company and spent 34 years at Adidas North America.

King’s promotion to CEO comes amid a challenging time for the restaurant industry, as the COVID-19 pandemic continues to impact businesses. However, Taco Bell has fared relatively well, thanks in part to its drive-thru and delivery options. King’s priorities as CEO will include continuing to drive digital innovation, enhancing the customer experience, and expanding Taco Bell’s presence in global markets.






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