Wendy’s has appointed Tariq Hassan as its first chief marketing and customer growth officer, creating a new role to address a two-year sales decline.
The move was announced by the company. Hassan will report directly to President and CEO Bob Wright, who took the helm in May after leading a turnaround at Potbelly.
Hassan replaces Lindsay Radkoski, who has served as U.S. chief marketing officer since 2023 and will leave after a transition period.
Hassan’s background and Wendy’s challenges
Before joining Wendy’s, Hassan spent four years at McDonald’s, most recently as U.S. chief marketing and customer experience officer. He led campaigns that combined digital engagement with pop-culture moments, including adult Happy Meals and a viral birthday celebration for the chain’s purple mascot, Grimace.
McDonald’s USA President Joe Erlinger described Hassan as instrumental in making the brand a frequent topic of online discussion. Hassan resigned from his post at McDonald’s early last year.
His arrival follows a string of disappointing results for Wendy’s. The company reported a 7% drop in same-store sales for the second quarter of 2026, continuing a decline that began in late 2023. Wright has identified marketing as one of five areas needing improvement, along with operations, digital ordering, menu innovation, and execution at individual locations.
The chain previously gained attention for its bold social-media presence, where its witty replies and memes drew both praise and criticism. However, that strategy failed to drive sustained sales growth. A 2025 collaboration around Netflix’s offerings generated buzz but did not improve long-term performance.
During an investor call after the second-quarter results, Wright acknowledged the issue: “We’ve relied too much on one-off promotions and collaborations instead of building a consistent brand message.”
Hassan’s hiring signals a shift toward a more structured approach, balancing cultural relevance with measurable business results. The change comes as competitors like McDonald’s and Chick-fil-A strengthen their digital loyalty programs and value-focused messaging.
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Industry trends and Wendy’s future
The new role combines traditional advertising with data-driven strategies to track and influence consumer behavior. At McDonald’s, Hassan oversaw the expansion of the chain’s mobile app and loyalty program, which now has over 50 million active U.S. users.
For Wendy’s, this could mean a greater focus on personalized offers, app-based ordering, and rewards programs to boost customer retention. The chain already has a digital loyalty program, but participation trails behind competitors. Hassan’s experience suggests he will work to improve this.
Wright called the hire “another meaningful step in returning Wendy’s to profitable growth.” He highlighted Hassan’s success in marketing, digital activation, menu innovation, and culturally relevant brand engagement as key to reversing the sales decline.
The obstacles remain significant. Fast-food customers are increasingly price-conscious, and Wendy’s has struggled to define its value beyond its signature square burgers. Recent price increases, including a controversial surge-pricing test in 2024, have frustrated some customers, while rivals like Burger King and Taco Bell emphasize affordability.
Hassan’s first major test will be the holiday season, when fast-food chains typically introduce limited-time offers. If Wendy’s cannot turn seasonal interest into lasting sales, its turnaround plan may face greater scrutiny.
Before entering corporate roles, Hassan worked in advertising, including positions at agencies handling brands like Petco and HP. His career reflects an industry shift toward executives who understand both brand storytelling and data analytics.
Wendy’s did not disclose Hassan’s compensation package.
As part of its broader strategy, the chain has also introduced new menu items like Mediterranean Nachos to attract customers.