{"id":29048,"date":"2023-01-10T17:54:21","date_gmt":"2023-01-10T17:54:21","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/10\/burger-king-names-patrick-otoole-new-cmo\/"},"modified":"2023-01-10T17:54:21","modified_gmt":"2023-01-10T17:54:21","slug":"burger-king-names-patrick-otoole-new-cmo","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/10\/burger-king-names-patrick-otoole-new-cmo\/","title":{"rendered":"Burger King Names Patrick O’Toole New CMO"},"content":{"rendered":"

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As it looks to reclaim its second-place perch with an increased focus in advertising, Burger King is naming Patrick \u201cPat\u201d O\u2019Toole its chief marketing officer for the United States and Canada. O\u2019Toole will begin the role on Feb. 6.<\/p>\n

O\u2019Toole comes to the RBI brand after nearly a year as chief marketing officer for PepsiCo\u2019s Mountain Dew brand. O\u2019Toole spent nearly 15 years at PepsiCo, starting off as an associate marketing manager in 2008. Before that, he spent time as a marketing manager for General Electric.<\/p>\n

O\u2019Toole\u2019s responsibilities will include leading marketing efforts to help grow traffic, accelerate sales growth and amplify the fundamental advancements the brand is making to the guest experience in support of the brand\u2019s existing \u201cReclaim the Flame\u201d plan.<\/p>\n

\u201cWe are excited to welcome Pat to the Burger King leadership team and broader BK family,\u201d Tom Curtis, president of Burger King North America, said in a statement. \u201cPat joins us at a milestone moment for the brand and brings the right combination of perspective, experience and expertise to position BK for success in 2023 and beyond.\u201d<\/p>\n

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Curtis also said O\u2019Toole will strengthen and build on the brand\u2019s existing collaborative plans with franchisees.<\/p>\n

Filling a gap<\/strong><\/h4>\n

O\u2019Toole fills a CMO role for Burger King that has been vacant since November 2021 when Ellie Doty, the first North American CMO for the brand, departed<\/a>. At the time, Burger King told Adweek the decision was personal.<\/p>\n

Yosef Hojchman served as interim CMO after Doty\u2019s departure but left to become CMO of fellow RBI brand Firehouse Subs this month.<\/p>\n

Burger King\u2019s \u201cReclaim the Flame\u201d plan was announced in September and will see the Whopper maker invest $400 million\u00a0over the next two years into the business. Approximately $150 million will be invested\u00a0into advertising while the remaining $250 million will go to digital investments such as restaurant technology, kitchen equipment, building enhancements and high-quality remodels and relocations.<\/p>\n

It comes after Burger King\u2019s fall in the always compelling Burger Wars. In 2020, Burger King fell from its usual second-place sales rank behind McDonald\u2019s to third place behind Wendy\u2019s. This led to the QSR<\/a> putting its creative and media accounts in review last year.<\/p>\n

The first project under the new plan was the \u201cYou Rule\u201d campaign created by new AOR OKRP<\/a> in October that was a remixed take on Burger King\u2019s classic \u201chave it your way\u201d tagline. The campaign repositioned the brand\u2019s focus even more toward consumers.<\/p>\n<\/p><\/div>\n