• by Teresa Buyikian , April 15, 2025

A prominent QSR CMO is done “eating good in the hood “and has decided to “have it [his] way” instead.

Burger King has hired Joel Yashinsky as CMO for the both the U.S. and Canada, effective immediately. He assumes the position that was left vacant when former CMO Pat O'Toole left the company last Nov. to become CMO at kid-focused Unleashed Brands, parent company to The Little Gym and Sylvan Learning, among others.

Yashinsky joins the King from Applebee’s, where he has served as CMO since 2018.

“Joel brings the ideal mix of strategic marketing experience, brand-building creativity, and leadership expertise to help fuel our next chapter,” said Tom Curtis, president of Burger King U.S. & Canada, in the announcement.

Yashinsky is initially tasked with building on the brand’s “Reclaim the Flame” plan, which was launched in 2022 to “accelerate sales growth and drive franchisee profitability.” The plan allotted a $400 million spend, with $150 million for advertising and digital investments and $250 million to restaurant technology, kitchen equipment, building enhancements, remodels and relocations. The plan was created in collaboration with franchise leaders, as nearly all Burger King restaurants are owned and operated by independent franchisees.

Before Applebee’s, Yashinsky spent almost 20 years at McDonald’s. Beginning as a marketing supervisor, he held several senior positions such as vice president, brand content and management, and CMO of McDonald's Canada from 2010 to 2014.

Earlier in his career Yashinsky also worked at Southwest Airlines and Georgia Pacific.

Burger King parent company Restaurant Business International, which also owns Tim Hortons and Popeyes, reported that the company’s  system-wide sales grew 5.6% YOY for the fourth quarter of 2024, and increased 5.4% YOY to $1.45 billion in the U.S. and Canada for 2024.