Bradshaw-Zanger is tasked with fast-tracking mobile payments and ordering tests alongside developing loyalty, ecommerce and customer relationship initiatives. He is based in Paris and reports to Pierre Woreczek, senior vice president and chief brand and strategy officer for McDonald’s Europe.
It is understood he will initially work on launching a mobile app that offers personalised vouchers following a successful trial in the Netherlands last year.
A spokeswoman for McDonald’s says Bradshaw-Zanger’s appointment is “part of an ongoing investment in [digital].”
McDonald’s has been slow to embrace digital due to a lack of case studies proving it can drive significant sales increases. The majority of McDonald’s digital work to date has been focused in North America, Asia, France and Sweden, however, it is now applying those learnings in other markets.
Bradshaw-Zanger joins from Facebook where he was part of the company’s brand partnership team. He was also regional director for digital strategy and innovation at advertising agency Leo Burnett where he worked on accounts for McDonald’s, P&G, Kellogg’s and Chevrolet.
The appointment follows the arrival of former Amazon senior marketer Atif Rafiq last October as McDonald’s first global digital chief.