Chipotle Mexican Grill

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With a pinch of this and a dash of that, Dan Fogarty has built McDonald's Corp.'s Chipotle Mexican Grill to 69 units in seven years.

Joining as director of marketing in November 1998, Mr. Fogarty, 39, managed to stretch a $2 million marketing budget by relying on an out-of-home and point-of-purchase campaign. A new Web site allows consumers to write in with their comments, submit orders to local units, read comments by food critics and listen to music of all genres.

"It's very different from a lot of stuff that's out there," says Mr. Fogarty, 39.

The chain conducts what it calls "Polaroid research." Chain executives go to restaurant units to talk with customers and ask them questions.

While McDonald's isn't expected to kick in major ad support anytime soon, Mr. Fogarty is working with Kirshenbaum Bond & Partners, New York, on developing corporate identity standards and branding.

"We know the right way of building a brand," he says."Simpler is better."

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