Wendy's Hires McDonald's Marketing Veteran After Six Losing Quarters
Wendy's named ex-McDonald's marketing chief Tariq Hassan to a new Chief Marketing and Customer Growth Officer role after six straight quarters of same-store sales declines.
TL;DR — Wendy's hired former McDonald's U.S. marketing chief Tariq Hassan into a newly created Chief Marketing and Customer Growth Officer role, after six straight quarters of same-store sales declines including a 7% drop in Q2 2026.
When sales fall six quarters in a row, you change something. Wendy's changed its marketing leadership — and hired from its biggest rival.
The hire
Wendy’s appointed Tariq Hassan to the newly created role of Chief Marketing and Customer Growth Officer, effective immediately, reporting to President and CEO Bob Wright. Hassan brings more than 30 years of experience, most recently as SVP and U.S. Chief Marketing and Customer Experience Officer at McDonald’s, where he oversaw the adult Happy Meals and Grimace’s birthday campaigns. He previously held roles at Petco and HP. Outgoing U.S. CMO Lindsay Radkoski departs after a transition of several weeks.
The backdrop is difficult: six straight quarters of same-store sales declines, including a 7% decline in Q2 2026.
| Old approach | Stated new approach | |
|---|---|---|
| Marketing engine | One-off promotions and collaborations | Consistent brand narrative |
| Same-store sales | 6 straight quarterly declines (−7% in Q2 2026) | — |
| Role | U.S. CMO | Chief Marketing and Customer Growth Officer (new) |
What they said
"We need to sharpen marketing. We’ve been over reliant on a calendar of one-off promotions and collaborations rather than a consistent, relevant brand narrative grounded in our equity and what Wendy’s stands for." — Bob Wright, President & CEO, The Wendy’s Company
Why it matters
- A rare public self-diagnosis. The CEO naming promotion-dependence as the problem is unusually direct.
- Poaching the playbook. Hiring McDonald’s marketing leadership imports a rival’s method.
- The role is bigger than CMO. Folding "customer growth" into the title signals accountability for traffic, not just campaigns.
FAQ
Who is Wendy's new marketing chief?
Tariq Hassan, appointed August 24, 2026 as Chief Marketing and Customer Growth Officer — a newly created role. He was most recently SVP and U.S. Chief Marketing and Customer Experience Officer at McDonald's.
Why did Wendy's change marketing leadership?
The chain has posted six consecutive quarters of same-store sales declines, including a 7% drop in Q2 2026. CEO Bob Wright said the company had been over-reliant on one-off promotions rather than a consistent brand narrative.
Sources
- PR Newswire — Wendy's names Tariq Hassan Chief Marketing and Customer Growth Officer
- Marketing Dive — Wendy’s hires ex-McDonald’s CMO
Image: “Wendy's flagship restaurant (Dublin, Ohio)” by Nheyob, CC BY-SA 4.0, via Wikimedia Commons.
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