McDonald’s focuses on customer experience; appoints Manu Steijaert as first Global Chief Customer Officer

As customer needs continue to evolve, we will create a frictionless brand experience across all our service channels using the insights generated from our increasingly important digital platforms.
  • Nusra Deputy Features Editor
Manu

McDonald's Corporation has announced the creation of a new Customer Experience team to transform the way customers engage with the McDonald’s Brand.

This team brings together the Company’s Data Analytics, Digital Customer Engagement, Global Marketing, Global Restaurant Development and Restaurant Solutions, enabling McDonald’s to create an unparalleled customer experience at each physical and digital customer touchpoint.

The QSR chain has promoted its old time leader Manu Steijaert to the newly created role of Executive Vice President and Global Chief Customer Officer, effective August 1.

Steijaert will report to Chris Kempczinski, President and Chief Executive Officer.

“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,” said Chris Kempczinski, President and Chief Executive Officer by adding that as customer needs continue to evolve, we will create a frictionless brand experience across all our service channels using the insights generated from our increasingly important digital platforms.

With more than 20 years in the McDonald’s System, Steijaert brings extensive knowledge of McDonald’s global customer base to the role, most recently serving as Vice President, International Operated Markets where he drove a customer-led and growth-focused approach to supporting the country leadership teams in 12 markets.

“Our customers are at the heart of everything we do at McDonald’s, and we have reached a pivotal moment when technology and data have begun to shape nearly every facet of the customer experience,” added Steijaert  who is thrilled to lead this new team as they work to create more and better ways to connect with customers at every touchpoint, transforming the definition of customer interaction.

Steijaert started his McDonald’s career in 2001 as a field service consultant and held various operations roles before becoming Vice President, Operations for France in 2012, where he led restaurant innovation efforts. In 2015, Steijaert took on leadership of the Netherlands before transitioning to VP, International Operated Markets in 2019. The son of a former Belgian McDonald’s Owner Operator, his first McDonald’s restaurant experience dates back to 1987, when he started working as a crew member at his parents’ restaurants.

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