Burger King Hires New CMO for US and Canada

Burger King has appointed Joel Yashinsky as chief marketing officer for the US and Canada. He replaces Pat O'Toole, who resigned in November 2024.

In his new role, Joel is tasked with advancing the company's 'Reclaim the Flame' initiative, launched in 2022 to modernise brand marketing and boost franchisee profitability. At the time, the Restaurant Brands International-owned brand committed $400 million over two years — allocating $150 million to advertising and digital enhancements, and the rest to improving the restaurant and ordering experience. This included a $30 million investment in developing the Burger King app.

In 2024, the company pledged an additional $300 million to help modernise 85 to 90% of its US restaurants by 2028.

“We are thrilled to welcome Joel to the Burger King leadership team and the broader BK family,” said Tom Curtis, president of Burger King US and Canada. “Joel joins us at an exciting time for the brand, and brings the ideal mix of strategic marketing experience, brand-building creativity, and leadership expertise to help fuel our next chapter.”

Prior to joining Burger King, Joel served as CMO of Applebee's Neighborhood Grill & Bar, where he led campaigns such as the viral 'Fancy Like' collaboration with country artist Walker Hayes. Before that, he spent 18 years at McDonald’s, holding senior marketing roles across North America. His positions included chief marketing officer for McDonald’s Canada and vice president of brand content and engagement for the US.