Wendy’s is turning to a veteran of quick-service restaurant marketing as it works to strengthen its brand, deepen customer connections and return to profitable growth. The company appointed Tariq Hassan to the newly created role of chief marketing and customer growth officer on Aug. 24, effective immediately. Hassan will report directly to President and CEO Bob Wright and join Wendy’s Senior Leadership Team, giving him responsibility for shaping the brand’s marketing and customer growth strategy at a pivotal point for the burger chain.
Hassan brings more than three decades of experience across marketing, customer experience, digital transformation and brand building. His background includes a significant tenure at McDonald’s, where he most recently served as senior vice president and U.S. chief marketing and customer experience officer. In that role, he helped develop customer-focused marketing strategies, strengthen digital engagement and use consumer insights to inform campaigns and business decisions. The experience gives Hassan a detailed understanding of the competitive pressures facing major restaurant brands and the increasingly important role of digital and customer data in building loyalty.
His appointment comes as Wendy’s works through a broader effort to improve its performance and strengthen its position in the highly competitive QSR market. Wright has pointed to marketing as an important part of the company’s path forward, while Hassan has emphasized the need to reconnect customers with the brand and put the food at the center of Wendy’s communications. The approach suggests a focus not simply on increasing visibility, but on making the brand more relevant to customers through stronger products, clearer messaging and more meaningful interactions.
The transition also brings a change in Wendy’s marketing leadership. Lindsay Radkoski, who has served as U.S. chief marketing officer, will depart the company following a transition period with Hassan. Wright recognized Radkoski for her 15 years of contributions to Wendy’s, including her work with the brand, its customers and franchisees. Her departure closes one chapter of the company’s marketing strategy as Hassan takes on a broader mandate that combines marketing leadership with customer growth.
For franchise organizations facing similar challenges around brand consistency and customer engagement, Gorilla Dash includes Social Media tools that can help teams coordinate messaging across locations and keep franchise activity aligned with broader brand campaigns. Benchmarking can also help franchise teams evaluate performance and identify shifts in audience or market behavior, giving operators more information to guide marketing decisions. For Wendy’s, the immediate task will be turning Hassan’s experience and customer-focused strategy into stronger engagement and, ultimately, improved performance across its restaurant network.
