‘Two million customer journeys a day': McDonald's Chief Customer Officer Chris Brown on surging 1.6m loyalty members, plant-based meat trials, consumer spending volatility and flipping his career from global agency brands


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McDonald's’ Chief Customer Officer Chris Brown is less than two years into his first brand-side role after leading DDB New York and IPG’s R/GA and already he says his scope and understanding of marketing, customer and business impact have broadened dramatically. He took one of the country’s biggest marketing roles in late 2020 and has overseen a successful loyalty program launch and a new brand platform focusing on value, while maintaining the Australian business’s reputation as a global innovator – it created the McCafe brand back in 1993 and was the first market to do salads . Brown is working hard to shield Maccas from growing economic volatility, hoping to convince the two million-odd Aussie customers who walk through the doors of a franchise each day that it is a valued part of their lives, whatever else may be happening. Improving tech, new products and appealing to ‘flexitarians’ are on the agenda.

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