McDonald’s creates new customer experience, digital roles
By Sarah Baker • September 18, 2014
McDonald’s Corp. has named branding executive Fred Ehle as its first vice president–customer officer. Ehle will be charged with improving the quick-service chain’s customer experience by focusing on “customer insights and enabling us to engage with our customers in a more powerful and relevant manner.” The hiring of a customer officer comes at a time when McDonald’s is working to turn around same-store sales trends. In August, the chain reported a global same-store sales decline of 3.7 percent, the worst monthly trend in about a decade.