McDonald’s has promoted 15-year veteran Alistair Macrow to CMO following the resignation of its lead menu strategist, SVP of Global Marketing Colin Mitchell.
In addition to overseeing menu development, Macrow will be responsible for the burger giant’s global branding strategy, consumer and family insights and what the company described as “marketing enactment,” without providing an explanation. McDonald’s stressed that Macrow will also be responsible for the training and career planning of what CEO Chris Kempczinski called “the next generation of chief marketing officers for McDonald’s.”
Macrow also assumed the corporate title of SVP. He was previously CMO of McDonald’s Internationally Operated Markets.
In announcing the changes via an open letter to employees, Kempczinski said Macrow will work closely on U.S. marketing with Morgan Flatley, the chain’s domestic chief marketing and digital customer experience officer. Flatley is also an SVP.
“I’m confident Alistair and Morgan can lead McDonald’s to even greater heights following this crisis,” Kempczinski wrote, referring to the COVID pandemic. “More importantly, both personify the values of inclusivity and innovation that define McDonald’s, and that I expect from our senior leaders.”
His note indicated that Mitchell will work with Macrow to ease the transition.
Macrow served in his role for four years. “The activation of our global brand positioning was a meaningful part of our turnaround and gave renewed style and energy to the way McDonald’s appears in the world,” Kempczinski wrote.
The changes come as McDonald’s is looking hard at its menu, which was pared back with the elimination of all-day breakfast during the pandemic. The change, which was intended to be temporary, was made to simplify the bill of fare and speed drive-thru service while dining rooms were closed because of social distancing. Franchisees have called on headquarters to make the change permanent.
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