Burger King appoints chief marketing officer for US and Canada

GlobalData

Tue, Apr 15, 2025, 3:27 AM 1 min read

Burger King has appointed Joel Yashinsky arsenic main selling serviceman (CMO) for the US and Canada.

Yashinsky's task is to further make the brand's "Reclaim the Flame" strategy, which has been supported by Burger King franchisees.

His quick-service edifice (QSR) selling acquisition brings invaluable insights to the role.

He succeeds Pat O’Toole, who resigned successful November 2024.

Burger King US and Canada president Tom Curtis stated: “We are thrilled to invited Joel to the Burger King enactment squad and the broader BK family. Joel joins america astatine an breathtaking clip for the brand, and brings the perfect premix of strategical selling experience, brand-building creativity and enactment expertise to assistance substance our adjacent chapter.”

Yashinsky joined Burger King from Applebee's, wherever helium has served arsenic main selling serviceman (CMO) since 2018.

He antecedently held aggregate selling roles astatine McDonald's for 18 years, including a four-year tenure arsenic CMO of McDonald's Canada from 2010 to 2014.

Burger King, a subsidiary of Restaurant Brands International (RBI), operates much than 19,000 locations crossed 120 countries and US territories.

The restaurants are independently owned and operated by franchisees.

In aboriginal 2025, RBI, the genitor institution of Burger King, Tim Hortons and Popeyes, acquired Burger King China from TFI Asia Holdings BV and Pangaea Two Acquisition Holdings XXIII (Cartesian) for $158m.

The acquisition allows RBI full ownership of the equity interests antecedently held by these companies, granting it accrued oversight of Burger King's operations successful China.