A pedestrian walks past a McDonald’s logo for an American fast food hamburger chain seen in Hong Kong.

Budrul Chukru | LightRakete | Getty Images

McDonald’s announced Monday that it has appointed corporate veteran Manu Steijaert as its first global chief customer officer in its latest move towards enhancing the digital and personal customer experience.

In the new role of Steijaert from August 1st, he will report to CEO Chris Kempczinski and lead the newly created Customer Experience Team. Marketing, data analytics, digital loyalty, and McDonald’s new loyalty program all fall within his remit.

“Our customers should be able to switch seamlessly between the in-store, take-away and delivery service channels so that we can offer even more convenience and better personalization,” said Kempczinski in a message to the McDonald’s system that was displayed by CNBC. “As I thought about this future, I came to the conclusion that we need to remove some internal barriers and silos that ultimately lead to a fragmented customer experience.”

Steijaert has worked for McDonald’s since 2001, but his connections to the fast food giant go back several decades. His parents were former McDonald’s franchisees in Belgium. Since 2019 he has been Vice President for Internationally Operated Markets, a segment that includes France and Australia.

McDonald’s shares are up 13% this year for a market value of $ 181 billion. The company is expected to release its second quarter results on Wednesday.