By Greg Hazley

In a mashup metaphor, Greg Creed, CEO of Taco Bell, called competitor Chipotle the BMW of fast food in an interview published this week as he likened TB to the Hyundai of the industry.

“That’s like saying Hyundai competes with BMW. If you take the Hyundai analogy, they’ve got the Genesis, which I understand is a world-class car and every bit as good as a 5 Series. I think with our quality value and some of the work we’re doing on our menu, I do believe we can offer that sort of quality [as Chipotle].

“But I’m not going to pretend that we’re going to turn the brand into BMW—I don’t want to turn the brand into BMW. Hyundai sells a whole lot more cars than BMW does.”

CNBC dissects the statement from Creed, who was widely praised earlier this year for PR approach: