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Taco Bell to Promote Niccol to CEO

Creator of the Live Más brand tagline to replace Creed.

Taco Bell Corp., a division of Yum! Brands, will promote Brian Niccol to chief executive officer, effective Jan. 1, 2015. Niccol, who currently serves as president of Taco Bell U.S., will replace Greg Creed, who will become CEO of Yum! Brands, Inc. effective the same date.

In this role, Niccol will be responsible for driving overall brand strategy and performance of the business in the U.S. and internationally, including doubling system sales for the 10-year period ending 2022 and opening 2,000 new restaurants, according to a company release. The growth strategy includes focusing on organic growth through innovation, new daypart expansion, restaurant development and delivering world class operations, the release added.

Niccol also serves as chairman of the Taco Bell Foundation for Teens, where he pioneered an agreement with the Boys & Girls Club of America, establishing a $30 million, multi-year grant to create a stronger generation of future leaders by providing resources that will inspire and enable teens to graduate from high school.