McDonald’s Corp., Oak Brook, IL, brings back marketing veteran Paul Schrage to improve its U.S. promotion while it continues to seek a chief global marketing officer. Schrage will consult on the U.S. business for an unspecified amount of time, reports The Chicago Tribune.
The McD veteran drove the chain’s marketing from the 1960s to his retirement in 1997 and is credited with cementing Big Mac’s reputation as a family-friendly restaurant. Franchisees respect Schrage, and his touch could help mend troubled relations with local outlets – an important step in pursuing a consistent marketing message.
McD’s top-ranking marketing chief, Tom Ryan, is focused on menu development, including the promotionally oriented New Tastes Menu launched last year to cater to regional preferences and refresh the menu regularly with limited-time items.
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