McDonald’s hands brand boss executive responsibilities

McDonald’s has expanded the role of global brand chief and former UK boss Steve Easterbrook to include corporate strategy, CSR and operational responsibility for its 35,000 restaurants worldwide.

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The move follows the decision not to replace chief operating officer Tim Fenton who will retire in October.

Easterbrook, who has been elevated to senior executive vice president status, rejoined McDonald’s last year as global chief brand officer with responsibility for global marketing, menu development and consumer and business insights after a stint as CEO of Japanese restaurant chain Wagamama.

Prior to a short spell as CEO of Pizza Express, he was president of McDonald’s Europe, a role he took on just two months into his first stint as global chief brand officer. He is a former CEO of McDonald’s in the UK.

Fenton’s responsibility for supply chain management and franchising will be handed to chief financial officer Pete Benson. Fenton will remain at McDonald’s as a ‘special advisor’ to chief executive Don Thompson.

The changes follow a difficult period for McDonald’s that saw global sales grow by just 0.1 per cent in its latest quarter. It has set out plans to recapture ‘energy and excitement’ in its marketing and increase sales by concentrating on insight, innovation and improving the quality of menus and in-store experience.   

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