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Wendy’s has appointed Tariq Hassan, former McDonald’s U.S. chief marketing and customer experience officer, as chief marketing and customer growth officer. He succeeds Lindsay Radkoski, who departs after nearly 15 years with the brand. Hassan aims to reignite consumer passion and strengthen Wendy’s presence across every customer touchpoint.  

The Wendy’s Company has announced the appointment of Tariq Hassan as chief marketing and customer growth officer, marking a significant leadership change at the fast-food giant. Hassan, who previously served as chief marketing and customer experience officer for McDonald’s U.S., joins Wendy’s with immediate effect, succeeding Lindsay Radkoski. Radkoski, who has been with the brand for nearly 15 years, will step down following a transition period in the coming weeks.  

Hassan’s arrival signals Wendy’s intent to sharpen its marketing focus and deepen consumer engagement at a time when competition in the quick-service restaurant sector remains intense. In his statement, Hassan emphasised his commitment to strengthening the emotional bond between the brand and its customers. “My focus will be on reigniting that passionate connection with our brand to show up more powerfully in every experience, everywhere our fans meet us,” he said.  

The newly created role of chief marketing and customer growth officer reflects Wendy’s ambition to integrate brand strategy with customer experience, ensuring that marketing efforts translate directly into consumer loyalty and business expansion. Hassan’s track record at McDonald’s, where he was instrumental in shaping customer-centric initiatives, positions him as a leader capable of driving both innovation and growth.  

Radkoski’s departure marks the end of a long tenure during which she played a pivotal role in shaping Wendy’s U.S. marketing strategy. Her leadership helped the brand navigate shifting consumer expectations and a rapidly evolving digital landscape. The company acknowledged her contributions and confirmed that she will remain during the transition to ensure continuity.  

Industry observers note that Hassan’s appointment underscores Wendy’s broader ambition to compete more aggressively in the U.S. market by blending creativity with customer insight. His experience in steering marketing strategies for one of the world’s largest fast-food chains is expected to bring fresh energy to Wendy’s campaigns and customer engagement initiatives.  

As Wendy’s continues to expand its footprint and refine its brand positioning, Hassan’s leadership will be central to ensuring the company resonates with consumers in an increasingly crowded marketplace. His focus on reigniting passion for the brand suggests a renewed emphasis on storytelling, customer experience, and cultural relevance—elements that could define Wendy’s next chapter.