Wendy’s has appointed Tariq Hassan as its Chief Marketing and Customer Growth Officer, bringing in a former McDonald’s marketing executive as the burger chain looks to sharpen its brand positioning and rebuild customer momentum.
Hassan joins Wendy’s in a newly created role, effective immediately, and reports to President and CEO Bob Wright as part of the company’s senior leadership team. He succeeds Lindsay Radkoski, who has served as Wendy’s U.S. chief marketing officer since 2024 and will leave the company following a transition period with Hassan.
The appointment is part of Wright’s broader effort to return Wendy’s to profitable growth after a prolonged period of weak comparable sales. Wendy’s has recorded six consecutive quarters of declining same-store sales, while its comparable sales have exceeded 3% only once in the past four years. In the most recent quarter, the chain also significantly underperformed Burger King.
Hassan’s mandate will extend beyond traditional advertising. Wendy’s said he will oversee marketing, customer growth, digital engagement and customer experience, while also helping develop new capabilities and talent within the organization.
“Tariq’s appointment is another meaningful step in returning Wendy’s to profitable growth,” Wright said. He described Hassan as a “proven brand and team builder” with the ability to connect culture, technology and consumer insight to measurable growth.
