Top Regional Execs Given Expanded Oversight, Brand Strategy Chief Named

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CHICAGO ( -- Twenty-three days after taking over as president of McDonald’s Europe, Denis Hennequin last week shook up marketing and regional leadership and set a new geographical structure.

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Mr. Hennequin named Pierre Woreczek chief brand and strategy officer of McDonald’s Europe, McDonald’s second-largest market. Mr. Woreczek will continue leading McDonald’s European food and design studios and will work with country marketing leaders. He reports to Mr. Hennequin.

50 countries, 6,200 restaurants
McDonald’s European region has 50 countries, according to the fast-food company. With 6,200 restaurants in the region, Europe accounted for $6.7 billion, or 35%, of McDonald’s Corp.'s revenue last year.

Kay Napier, senior vice president and chief marketing officer of Europe, moves to a new global post as senior vice president for moms and families, reporting to Larry Light, executive vice president and chief global marketing officer. Reporting to her will be Amy Murray, now a director of marketing for McDonald’s USA. They will be based in the corporate headquarters in Oak Brook, Ill., and will work closely with Dean Barrett senior vice president of global marketing.

Mr. Hennequin "has decided to reorganize the management structure in Europe to make sure its future is aligned with our Plan to Win,” said a McDonalds spokeswoman, confirming information sent to employees by e-mail June 30.

France, Germany, Russia, U.K.
Looking to bolster the fast-food company's biggest European regions, Mr. Hennequin named Bane Knezevic to CEO of McDonald’s Germany and president of its Western Europe operation from executive vice president of operations, training and human resources. He’s replacing Addy Hendrikx, who is pursuing other opportunities within the company, the spokeswoman said. The company also expanded duties for other executives in its other big-three markets. Peter Beresford, CEO of McDonald’s U.K., adds the title of president of Northern Europe. Jean Pierre Petit, CEO of McDonald’s France, picks up responsibilities as president Southern Europe. And Khamzat Khasbulatov, CEO of McDonald’s Russia, adds duties as president of the Eastern European unit.

On June 7, McDonald’s Corp. replaced Russ Smyth as president of McDonald’s Europe with Mr. Hennequin, 47, a 21-year veteran of the company who began as an assistant manger of a McDonald's restaurant in Paris.

McDonald's China
Separately, McDonald’s named Jeffrey Schwartz CEO of McDonald’s China, reporting to Guy Russo, international relationship partner for Greater China since mid-May.

European same-store sales have slowed, which McDonald’s has blamed on economic conditions and some marketing missteps, particularly in Germany and the U.K. May comparable sales fell 1.4%, missing several analyst forecasts, on weakness in the U.K. and France, which was slightly negative. Germany improved to slightly positive same-store sales. For the same period, the U.S. was up 4.2%. The month earlier, same-store sales in Europe dropped 0.7%, compared with the 5% gain the prior year.

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