Leadership

Burger King taps a former Pepsico executive to head U.S. marketing

Patrick O’Toole will be the burger chain's CMO in the U.S. and Canada as it works to revitalize its brand.
Burger King CMO
Burger King named Patrick O'Toole CMO for the U.S. and Canada. / Photograph: Shutterstock.

Patrick O’Toole will be given the task of turning Burger King’s marketing around.

The former Pepsico executive on Tuesday was named chief marketing officer for the fast-food burger chain in the U.S. and Canada. He takes over the position on Feb. 6.

He will be responsible for using marketing to grow traffic and sales and “amplify the fundamental advancements the brand is making to the guest experience.”

He comes to the company at the outset of a massive revitalization program. Burger King is investing $400 million in the effort, including an additional $120 million in its advertising fund. Burger King hopes the funding can help boost sales and profits for franchisees following years of underperformance.

“Pat joins us at a milestone moment for the brand,” Tom Curtis, president of Burger King North America, said in a statement. He said that O’Toole has “the right combination of perspective, experience and expertise to position BK for success in 2023 and beyond.”

O’Toole spent 14 years with Pepsico and most recently was CMO for its Mountain Dew brand. Before that, he held roles with GE and Black and Decker.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Multimedia

Exclusive Content

Financing

At Papa Johns, delivery shifts from its own apps to aggregators

The Bottom Line: The pizza delivery chain’s business with companies like Uber Eats and DoorDash is thriving while its own delivery is slowing. But this isn’t the beginning of the end of self-delivery, CEO Rob Lynch says.

Topics

How the shift to counter service has changed Steak n Shake's profitability

The Bottom Line: Sardar Biglari, chairman of the chain’s owner Biglari Holdings, details how the addition of kiosks and counter service has transformed restaurants.

Food

Grand Geneva Resort & Spa's 'Ouisconsin' croissants reflect the state's French legacy

Behind the Menu: Hyper-local Wisconsin ingredients and a three-day baking process turn out pastries that are in high demand by hotel guests.

Trending

More from our partners