Hassan was previously senior vice president, US chief marketing and customer experience officer at McDonald's, where he was involved in using customer insights to inform campaigns and menu innovation.

He has held various brand and agency-side roles during his career in marketing, customer experience and digital transformation.

At Wendy’s, Hassan will report to president and chief executive officer Bob Wright and serve on the Wendy’s senior leadership team. Lindsay Radkoski, who has been chief marketing officer, US since 2024, will leave the organisation after a transition period with Hassan over the coming weeks.

Marketing is one of five areas Wendy’s is looking to cover in a turnaround plan announced earlier this week ( 24th August). 

Bob Wright said: “Tariq’s appointment is another meaningful step in returning Wendy’s to profitable growth.

“He is a proven brand and team builder with a distinctive ability to connect culture, technology and consumer insight to drive measurable growth. He has demonstrated the impact that highly effective marketing, digital activation, menu innovation and culturally relevant brand engagement can have on restaurant performance and customer loyalty.”

Wright added: “He will be instrumental in sourcing and developing talent and building new capabilities in the organisation to help Wendy’s recapture its position as the quality leader in the QSR industry.”