Wendy's Appoints Former McDonald's Executive Amid Falling Sales

Wendy's appointed former McDonald's executive Tariq Hassan as its new chief marketing and customer growth officer on Monday, August 24, 2026. The executive shakeup comes as the chain lost its rank as the second-largest U.S. burger chain by sales to Burger King.

Chief Executive Officer Bob Wright acknowledged that the company prioritized short-term discounts and cost cuts over ingredient quality, contributing to six consecutive quarters of declining U.S. same-store sales. In contrast, Burger King surged past Wendy's following a $700 million brand overhaul.

Wright detailed a five-point turnaround plan focusing on menu quality, store renovations, digital growth, operational efficiency, and rebuilt core products. He indicated that heavy reliance on promotional deals diverted attention from intrinsic value.

"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," said Bob Wright, CEO of Wendy's.

To correct course, the company restructured its leadership team by bringing in Hassan to oversee domestic marketing strategies previously managed by Lindsay Radkoski since 2024. Wendy's also plans to hire a new chief operating officer following the departure of U.S. market president Pete Suerken.

"We need to sharpen marketing," said Bob Wright, CEO of Wendy's.

Hassan previously led U.S. marketing and customer experience initiatives at McDonald's, where corporate leadership credited him with driving digital and loyalty growth. He takes over marketing as Wendy's underperformed Burger King by 1,550 basis points last quarter.

"that's where you deliver intrinsic value for the customer," said Bob Wright, CEO of Wendy's.

In his opening corporate statement, Hassan addressed the target audience and outlined his primary objective for revitalizing customer engagement across all digital and retail touchpoints.

"My focus will be on reigniting that passionate connection with our brand to show up more powerfully in every experience, everywhere our fans meet us," said Tariq Hassan, Chief Marketing and Customer Growth Officer of Wendy's.

The strategic shift occurs as billionaire investor Nelson Peltz evaluates options through Trian Fund Management to acquire full control of the company. Trian currently holds a 16% stake and is negotiating with potential partners, including Flynn Group and BlueFive Capital, for a potential private buyout.

"another meaningful step in returning Wendy's to profitable growth," said Bob Wright, CEO of Wendy's.

Wendy's stock price hovered under $9 per share on Monday, reflecting a fall of over 50 percent from its peak in April 2024.

"a proven brand and team builder," said Bob Wright, CEO of Wendy's.

The executive appointments and operational restructuring plan remain active as leadership attempts to regain lost market share in the fast-food sector.

"demonstrated the impact that highly effective marketing … can have on restaurant performance and customer loyalty," said Bob Wright, CEO of Wendy's.

Hassan expressed confidence in the company's foundation as he transitions into the role.

"an iconic American brand," said Tariq Hassan, Chief Marketing and Customer Growth Officer of Wendy's.

The marketing executive also highlighted how consumers view the fast-food chain.

"a real point-of-view our customers genuinely feel," said Tariq Hassan, Chief Marketing and Customer Growth Officer of Wendy's.