US fastfood company Wendy’s International has named Bill Moreton chief executive officer of its fast casual Mexican restaurant chain, Baja Fresh.

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Moreton replaces Greg Dollarhyde, who has been Baja Fresh’s CEO since 1998. Wendy’s International acquired Baja Fresh in June 2002.


“This transition enables us to focus on Baja Fresh’s goal of reaching 600 to 700 total restaurants by the end of 2008,” Wendy’s CEO Jack Schuessler said.


Moreton joined the company in February 2004 as executive vice president of subsidiary brand strategy. Prior to joining Wendy’s, Moreton was executive vice president and chief financial and administrative officer for Panera Bread.

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