Burger King names Joel Yashinsky CMO for U.S., Canada

Burger King has named Joel Yashinsky as Chief Marketing Officer (CMO) for the U.S. and Canada, as the brand continues to advance its “Reclaim the Flame” growth strategy backed by franchisee collaboration.

Yashinsky steps into the role with decades of experience in the quick-service restaurant (QSR) industry, having most recently served as CMO of Applebee’s since 2018. Before that, he spent 18 years at McDonald’s in senior marketing positions across North America, including four years as CMO of McDonald’s Canada.

He succeeds Pat O’Toole, who resigned from the position in November 2024.

“We are thrilled to welcome Joel to the Burger King leadership team and the broader BK family,” said Tom Curtis, President of Burger King U.S. & Canada. “Joel joins us at an exciting time for the brand and brings the ideal mix of strategic marketing experience, brand-building creativity, and leadership expertise to help fuel our next chapter.”

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In his new role, Yashinsky will focus on building upon the “Reclaim the Flame” initiative—Burger King’s revitalization plan designed to boost brand relevance, restaurant profitability, and consumer engagement.

Burger King, a subsidiary of Restaurant Brands International (RBI), operates over 19,000 restaurants across more than 120 countries and U.S. territories. The majority of its locations are independently owned and operated by franchisees.

The appointment comes shortly after RBI’s strategic move to acquire full ownership of Burger King China for $158 million in early 2025, enhancing the parent company’s global oversight and operational control.

The announcement was originally published by Verdict Food Service, a brand owned by GlobalDa