Mick Desmond and David Williams, former head of broadcasting at ITV and former chairman of the Slug & Lettuce pub chain respectively, have been appointed non-executive directors of Avanti Screenmedia, which provides retailers with point-of-purchase advertising screens.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.