Wendy’s has appointed former McDonald’s marketing executive Tariq Hassan as Chief Marketing and Customer Growth Officer, bringing a veteran restaurant marketer into the business as it works to rebuild U.S. sales and execute its turnaround strategy.
Hassan succeeds Lindsay Radkoski, who has served as Wendy’s U.S. Chief Marketing Officer since 2023. Radkoski will leave the company following a transition period.
Hassan will report to Wendy’s President and CEO Bob Wright and join the company’s Senior Leadership Team. His newly expanded role will cover marketing, customer growth, digital engagement and customer experience.
“Tariq’s appointment is another meaningful step in returning Wendy’s to profitable growth,” Wright said. “He is a proven brand and team builder with a distinctive ability to connect culture, technology and consumer insight to drive measurable growth.”
Hassan joins Wendy’s after serving as Senior Vice President and U.S. Chief Marketing and Customer Experience Officer at McDonald’s. His career spans more than three decades across marketing, customer experience, digital transformation and brand building.
“Wendy’s is an iconic American brand that has something special most brands spend decades trying to build, a real point of view that our customers genuinely feel,” Hassan said. “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.”
The appointment comes as Wendy’s faces continued pressure in its U.S. business. The company reported a 7% decline in U.S. same-restaurant sales in the second quarter of 2026, while U.S. systemwide sales fell 8.2%. Wendy’s subsequently withdrew its 2026 financial outlook and reduced its dividend as it redirects resources toward its turnaround.
Under Wright, the company has identified food quality and value, demand-driving marketing, operational excellence, digital engagement and restaurant growth as key priorities.
Hassan’s mandate will therefore extend beyond advertising, with Wendy’s looking to use marketing, customer insights and digital activation to rebuild traffic, strengthen customer loyalty and support franchisee growth.
