McDonald's names global brand chief
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McDonald’s has promoted Kevin Newell to the global chief brand officer role.
Newell, who is currently senior vice president and restaurant support officer in the US, will replace Steve Easterbrook who left to become president of its European business after just two months in the job.
The global brand chief role was created in August with a brief to “elevate the McDonald’s brand”. Newell will have responsibility for marketing, menu innovation, consumer insights, other “global brand assets” and to provide strategic input on corporate social responsibility and restaurant architecture.
He will take up the role on 1 February and report to president and chief operating officer Don Thompson.
Most recently, Newell was responsible for operations, talent management and diversity planning, as well as supporting the business strategies of more than 4,000 restaurants in the US.
He previously held a number of regional marketing roles within McDonald’s and agencies including Burrell Advertising and Leo Burnett.
Easterbrook’s initial move to global brand head led to UK chief marketing officer Jill McDonald taking over as CEO of McDonald’s UK.
Alistair Macrow, UK vice-president of marketing, stepped into her role.
YouGov Insight:
Dining Out
· A YouGov market report into the dining industry reveals that one in four consumers eat out at least once a week.
· The majority (53%) of consumers are eating out less frequently, ie once a month or less often.
· Lunch and dinner are the meals that are most commonly eaten out of home.
· Over a third of consumers typically spend between £10 and £19 for a dinner; one in five between £20 and £29.
· Just 3% of consumers expect to be paying less than £5 for dinner.
· The £10-19 benchmark is key for targeting young women aged 16-24, since over half (57%) of these consumers will pay this amount for dinner.
Click herefor more information on this YouGov market report
