Jill McDonald became senior vice-president and chief marketing officer of McDonald’s Restaurants, Northern Europe in May 2006 after a 16-year career with British Airways. At BA she rose through the ranks from brand manager to become head of global marketing.
The stories about childhood obesity and unhealthy eating that have recently preoccupied the media could have put the head of a fast-food chain on the defensive, but McDonald decided to meet the bad press head on. She set about dispelling what she says are untruths about the quality of McDonald’s food and how it is made.
“In the past two years we’ve followed a strategy of talking to our detractors as well as our customers,” she says. Her intention was “to be more open and transparent about the brand”, adding: “There are a lot of myths, but 70% of British consumers and 80% of British families eat with us each year.”
McDonald takes her own young sons to eat at McDonald’s twice a week. “It is a myth that eating burgers and chips is not good for you,” she says.
“There’s no such food as good food and bad food. It’s all about having a balanced diet.” Jill appointed a Le Gavroche-trained head of food to her team and introduced a healthier, fresher menu including fruit and vegetables and chicken wraps. The restaurants have been given a makeover with harsh lighting and white plastic seats giving way to a subtler décor. Last December alone 88 million McDonald’s meals were served in the UK, 10 million more than in 2006.
sponsored by Hays Marketing
Hays Marketing is delighted to support the Marketer of the Year Award at the 10th Marketing Week Effectiveness Awards. Every day, we meet creative and strategic marketers who are passionate about marketing. Our consultants are equally passionate about helping them progress their careers. We are therefore proud to be associated with the Marketing Week Effectiveness Awards 2008.
Hays Marketing is part of Hays plc, the UK’s largest Specialist Recruitment Consultancy. We work with marketers at all levels and across all sectors, both in-house and agency side. With 11 offices across the country and a network of candidates and recruiters spanning the globe, we consider ourselves closer to the job market than any other recruiter. We’ve built up longstanding partnerships with both employers and jobseekers alike, and are best positioned to offer consultative advice to those looking to hire marketing professionals and those seeking a new opportunity.
Our consultants specialise in different sectors and skill areas, including a dedicated senior appointments team, professional services, public sector, FMCG, IT and telecoms, retail and leisure as well as agency-side roles. So if you are recruiting or job seeking Hays Marketing can connect you with the right opportunities.
Contact us at www.hays.com/marketing or call on 020 7437 0309.
4th Floor Academy House
36 Poland Street
T 020 7437 0309
F 020 7510 5265
Matt Anderson – Managing Director, Hays Marketing
Leona Otty – Regional Manager
Karen Orton – Regional Manager
Lesley Bewick – Regional Manager
Justin Somerville-Cotton – Senior Appointments Manager
Kevin Dunbar – National Business Development Manager
All areas within the marketing profession.
Recruitment Ltd recruits across most specialist disciplines, including Hays Accountancy & Finance, Hays Construction & Property, Hays Retail, Hays Legal and Hays Human Resources. To find out about the full range of recruitment markets Hays operates in, visit hays.com
London, Bristol, Reading, Nottingham, Birmingham, Manchester, Leeds, Milton Keynes, Liverpool, Southampton, Milton Keynes