Nick Hindle, McDonald’s UK’s long-standing SVP of Corporate Affairs, is stepping down from his board-level position at the company in order to pursue the “next big opportunity”.
Hindle joined McDonald’s in 2002 and worked closely with former chief executive, now McDonald’s global chief executive, Steve Easterbrook on what is widely seen as one of the most successful corporate reputation turnarounds of the decade.
Campaigning under a banner of establishing the business as the ‘modern, progressive, Burger Company’, this saw a series of big brand moves. These included the launch of the multi-award-winning McJobs campaign as well as a £300m nationwide restaurant modernisation programme and a high profile role as a major London 2012 sponsor.
Going forward, McDonald’s UK’s communications will be led by Hindle’s current deputy Dionne Parker, who assumes the title director of Corporate Affairs.
Hindle said: “Looking back, I joined McDonald’s at a perfect time for someone looking for the ultimate mix of stretch, challenge and excitement. The last decade and more leading McDonald’s communications has been an incredible – all consuming - ride. Working with many talented McDonald’s leaders and colleagues we have shown that multi-channel PR-led strategic communications can drive brand trust.
“McDonald’s brand icon status has meant working with the highest levels of government and media. Yes, at times, in the eye of the storm but more often hand-in-hand as equals making good on our mission to be a modern, progressive burger company. A mission which I am proud to say across employment, supply chain, local communities and above all food quality has had trust-building communications at the forefront.
“This has been a very tough decision to make but I’ve been asking myself what’s next for some time. In that time I’ve become increasingly excited by the opportunities presented by our more self-confident, rapidly-changing, insight-driven industry. I am now very excited at the prospect of a new role in the age of engagement.”
Paul Pomroy, chief executive McDonald’s UK, said: “Nick leaves a superb legacy of McDonalds’ story-telling through disruption and surprise and he has established the critical importance of communications at McDonald’s. We thank Nick for everything he has done for our brand over the last 13 years and wish him well in the next chapter of his career.”
