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Burger King has a new chief digital officer after hiring Thibault Roux for the job. Starting July 18, he will be the fast-food chain’s CDO in the United States and Canada.
As per Restaurant Dive, Roux will be joining Burger King as it put more effort into developing its digital platform, which also includes the restaurant’s loyalty program. The said program was expanded last year to include all the states in the country.
The new CDO is set to work alongside Burger King’s digital team, and their main task is to form the company’s digital growth strategy to make guests’ experiences better and up to date. Prior to his appointment at BK, Roux worked for various companies, including UnitedHealthcare, Target, and Optum.
He served these companies in different digital leadership roles. With his extensive work experience in the field, he is expected to use his knowledge to further grow the restaurant’s digital sales push.
“Today, Burger King announced Thibault Roux will serve as Chief Digital Officer in the U.S. and Canada, beginning July 18. Roux will work closely with the talented Burger King digital team to guide the digital growth strategy centered on creating the best Guest experience,” the company said in a press release.
Burger King North America’s president, Tom Curtis, added, “Thibault joins the iconic Burger King brand well-equipped to define, refine and execute a transformational digital experience for our valued Guests. He will partner across analytics, marketing, operations and restaurant technology teams to integrate the digital Guest experience into everything we do as a brand - with the aim of both exceeding Guest expectations and driving profitable restaurant traffic.”
The company’s digital avenues are said to have made up around nine percent of its total sales in the first quarter of this year. This information was shared by Joshua Kobza in May during Restaurant Brands International’s earnings call. RBI is Burger King’s parent company.
Finally, Burger King is also working on transforming its digital menu boards and drive-thrus in the U.S. and Canada. Kobza said that they are close to the completion of these projects, which were originally expected to finish by mid-2022.
