As CMO for the Yum! Brands subsidiary and QSR chain, Montgomery is focused on building the brand's cultural resonance and relevance, and its ongoing place in the social conversation, all to drive growth. With a strategic focus on broadening the chain's consumption relevancy beyond late-night, Montgomery is driving new relationships and new usage occasions for the brand and its customers. Leaning into Taco Bell's identity as a "cultural rebel," his influence includes working to "liberate" a trademark on the iconic phrase "Taco Tuesday," not just for Taco Bell's use, but so small businesses, rest... Read More
As CMO for the Yum! Brands subsidiary and QSR chain, Montgomery is focused on building the brand's cultural resonance and relevance, and its ongoing place in the social conversation, all to drive growth. With a strategic focus on broadening the chain's consumption relevancy beyond late-night, Montgomery is driving new relationships and new usage occasions for the brand and its customers. Leaning into Taco Bell's identity as a "cultural rebel," his influence includes working to "liberate" a trademark on the iconic phrase "Taco Tuesday," not just for Taco Bell's use, but so small businesses, restaurants, and mom-and-pop taco shops can use it as well. Partnerships with megastars including Doja Cat and Paris Hilton, creators, influencers, and LeBron James, who was central to the Taco Tuesday campaign, help keep the brand in the cultural conversation. For the first quarter, Yum! Brands reported that Taco Bell was the only one of its three core QSR brands to see same-store sales increase YoY and that the chain's first quarter revenues were up 4 percent YoY. Read Less