“The formation of the customer experience team strengthens McDonald’s ability to lead the industry in anticipating and delivering on customer needs at every part of the brand journey, which increasingly extends beyond the walls of the physical restaurant through digital, delivery and drive thru,” Kempczinski said.
The news today comes as McDonald’s kicks off the advertising campaign for its new MyMcDonald’s Rewards program. The long-anticipated program rolled out about two weeks ago—years after the launch of similar programs at outfits such as Starbucks—and allows the chain to track customer behavior and encourage people to order more.
Data gleaned through the rewards program and other channels will fuel the new customer experience team, which will include the company’s data analytics, digital customer engagement, global restaurant development and restaurant solutions teams.
McDonald’s promoted Manu Steijaert to the newly created role of executive VP and global chief customer officer to lead the team. He starts Aug. 1 and will report to Kempczinski. Those reporting into Steijaert include Alistair Macrow, senior VP and global chief marketing officer.
Steijaert has been VP of international operated markets since 2019, but his first experience working at McDonald’s was in 1987, when he started working at the locations his parents owned in Belgium.