Easterbrook takes on major global brand role at McDonald's

Easterbrook is currently CEO of McDonald’s UK and President of its Northern Europe Division. His new worldwide responsibilities will also include providing strategic leadership on restaurant design and corporate social responsibility.

Easterbrook, who is 43 years-old, joined McDonald’s in 1994 working in finance and then operations.  He was appointed CEO of the UK business in 2006 and President of the Northern European Division (Denmark, Finland, Ireland, Norway, Sweden and the UK) in 2007.

His promotion reflects the major revitalisation of the brand and business that he has led. In the UK where he has instigated a far reaching and widely praised modernisation plan that has delivered significant growth in sales and profitability.

Easterbrook will report directly to President and Chief Operating Officer Don Thompson, who said: “Steve has earned tremendous respect for his inspired leadership and his proven track record of driving the business in the UK and Europe. Our customers rely on our brand to deliver high quality food at the convenience and value they expect from McDonald’s. This strategic position will help us better serve and connect with our customers.”

Jill McDonald, currently Chief Marketing Officer for the UK and Northern Europe responsible for Marketing, Business Strategy & Insight and Menu Innovation, will replace Easterbrook as UK CEO and President for the Northern Europe. She joined the company in 2006 from British Airways where she spent 16 years.

Commenting on her appointment, McDonald’s European President, Denis Hennequin, said: “Jill's ability to drive innovation in our menu and in the way that we communicate with our customers has been key to our success in the UK. With her strong leadership and strategic skills, I'm delighted that she’ll be leading our business in the UK and Northern Europe.”

Easterbrook added: “Working in the UK and Northern Europe I have seen first-hand both the resilience and magnetism of the McDonald’s brand and its importance to our customers, our people and our franchisees. Add to this the dynamism of the markets that we operate in around the world and you can see why I am relishing the opportunity to help nurture the competitive advantage that the Golden Arches and what they stand for bring to our business.”

Easterbrook was keynote speaker at last year's Peach Network conference, where he outlined his approach to brand-building. See Hard work key to business survival say Wetherspoon and McDonald's bosses  and Fixing the fundamentals

Both Steve Easterbrook and Jill McDonald’s new roles are effective from 1st September 2010.  McDonald’s has more than 32,000 locations worldwide serving 60 million customers in more than 100 countries each day.  In the UK McDonald’s has 1,200 restaurants, over 60% of which are owned and operated by franchisees and serves more than two million people each day.