5: Using ‘fan truths’ to drive a fast-food renaissance: Insights from Tariq Hassan, chief marketing and CX officer at McDonald’s USA

Tariq Hassan is a proud girl dad, a transformational leader, and the  chief marketing and customer experience (CX) officer at McDonald’s USA. Before joining McDonald’s, Tariq spent over 20 years in global marketing, communications, innovation, and consumer insights. Before moving into his first chief marketing officer role at Petco, he held marketing and brand leadership roles at HP, Omnicom Group, and Bank of America. Since joining McDonald’s in 2021, Tariq has led the post-pandemic marketing efforts, including digital, media, CRM, brand content and engagement, consumer insights, and menu strategy to create holistic and compelling brand experiences for customers across nearly 14,000 McDonald’s restaurants in the US.  On today’s show, Alan and Tariq discuss Tariq’s career at McDonald’s and how he has helped bring the iconic brand into the digital future. They also explore how McDonald’s has modernized its approach to digital engagement and solidified its cultural relevance by mindfully using data and digging deep into “fan truths.” Tariq shares the four key areas that fueled this transformation: influencing food culture, deeply engaging with fans, leveraging data for personalization, and using McDonald’s influence to shape cultural moments.   In this episode, Alan and Tariq also explore the return of McDonald’s beloved characters and the leadership lessons Tariq is taking with him as he moves on to his next career venture. Tariq opens about his personal experiences, including navigating the college search as a dad and how his daughter’s cancer journey influenced his outlook. Finally, he offers advice to brand leaders, reflects on AI’s growing role in marketing, and highlights food culture as a key trend for the future.  Key quotes: “Data is a currency, it’s a language, it’s a form of connecting with [Gen Z], and if you do it the right way and provide value, then they return that value with a deeper relationship.” - Tariq Hassan, Chief marketing and customer experience officer, McDonald’s USA    “At McDonald’s, we’re guided by what we call fan truths. These truths are about understanding the unique moments, those connections, that our fans have [with our brand].” - Tariq Hassan, Chief marketing and customer experience officer, McDonald’s USA “As brand leaders, you drive clarity of your values, you're transparent with those, and then you lead with actions.” - Tariq Hassan, Chief marketing and customer experience officer, McDonald’s USA In this episode, you'll learn:  Why consistency is key to maintaining brand integrity  Strategies for building deeper customer relationships through personalization   Tips for embracing digital transformation and data-driven marketing  Key highlights:  [01:24] Experiencing the college search as a dad  [03:35] Tariq’s career path to McDonald’s   [07:28] Applying a customer-focused lens across industries  [08:54] Where to start when stepping into an iconic brand  [10:40] Four key areas driving McDonald’s modernization  [12:43] The return of McDonald’s classic characters and their impact  [17:18] The journey of McDonald’s digital transformation  [20:15] Understanding the scale and reach of McDonald’s  [21:11] Advice to brand leaders on navigating social, health, and other major events  [24:24] Leadership principles Tariq is leaving at McDonald’s as he moves on  [27:50] An experience from your past that defines you: his daughter's cancer journey  [30:36] Advice to your younger self: trust your gut, find mentors, take a step back  [32:08] A topic that you and other marketers need to learn more about: Generative AI  [34:50] Trends or subcultures others should follow: food culture  [36:15] Largest opportunity or threat to marketers today: data    Resources mentioned:    Tariq Hassan  McDonald’s  Career stops: Agencies – Darcy, Leo Burnett, FCB, Omnicomm. Brands: HP, Bank of America, Petco McDonald’s Celebrity Meals  Hamburglar Hits the Road  Grimace’s Birthday  McDonald’s Mobile App Success  “It’s not just you: McDonald’s really was everywhere this year” (CNN)    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Tariq Hassan and McDonald’s:  Tariq Hassan on LinkedIn   Tariq Hassan on X   McDonald’s on X   McDonald’s on Instagram     Connect with Alan Hart and Deloitte Digital:     Alan Hart on X   Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads       Post-production credits:   Integrity Media Solutions LLC