KFC has named Melissa Cash as its CMO
of its U.S. operations, poaching her from rival chicken chain Wingstop, where she was the senior VP and chief brand officer.
Cash will report to Catherine Tan-Gillespie,
president of KFC U.S., who previously held the CMO position at the QSR before her promotion in April.
“KFC is attempting to turn public perception around with its new
‘Comeback’ marketing effort,” according to Marketing
Daily, which wrote about the campaign in July. “The brand says it has made “great strides in operations that have driven improvements in the brand's taste and customer
satisfaction scores.”
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“In her role, Cash will oversee brand strategy, calendar, food innovation, integrated marketing, media and communications, consumer insights and
analytics, and e-commerce marketing,” according to Nation’s Restaurant
News.
The brand announced other C-suite changes including a new chief digital and technology officer, chief growth officer and chief legal officer.
Cash joins KFC U.S. with more than 20 years of brand experience across quick-service restaurants (Wingstop, Wendy’s), consumer product goods, and financial services. She most recently
served as senior vice president and chief brand officer at Wingstop.
“KFC is one of the world’s most iconic brands, and I’m energized by the opportunity to unlock
its next chapter of relevance and growth in the U.S.,” Cash said in statement announcing her new role, which she begins Sept. 16. “Together with our talented teams and franchisees,
we’ll build bold, distinctive marketing that captures cultural attention and reinforces KFC’s rightful place as America’s fried chicken brand of choice.”
KFC
U.S. saw a 5% drop in same-store sales in the second quarter and has suffered from “gaps
in value perception, inconsistent consumer experience and innovation that has not fully resonated with consumers,” Yum Brands CEO David Gibbs said on an earnings call, according to Marketing Dive.