How Transparency (And The French) Saved McDonald’s

Summary

Despite the recession, despite best-selling books and major movies dedicated to its downfall, McDonald’s is growing again. It bested the rest of the industry in 2009, with continued sales improvements and market share gains. Pierre Woreczek, SVP and Chief Brand & Strategy Officer for McDonald’s Europe, explains why it’s all down to a conversation.

You will find out:
How Pierre balances information and instinct on key decisions
Why transparency is vital for success, and proven strategies to promote this ‘new’ brand value
How cross-border marketing can make a world of difference

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Pierre Woreczek

Pierre Woreczek has more than twenty years of experience in marketing, research and development and advertising, including six years at Jacobs Suchard, eight years in advertising, six years at McDonald’s and two years at Cadbury Schweppes. Before commencing his current position, Woreczek served as vice president of McDonald’s European Food Studio, which he established in 2003. In that position, he headed up the company’s food and beverage strategy and product innovations. Woreczek is now leading the Design Studio and the Business Insights department and is a member of McDonald’s European Management Team and McDonald’s European Marketing Leadership Team.

Pierre Woreczek