Domino's Pizza announces new CMO and global brand officer amidst declining sales

Article Brief:

Pizza Hut appointed Kalen Thornton as global chief brand officer and Melissa Friebe as U.S. chief marketing officer, according to a press release.

Thornton, who has experience in marketing at PepsiCo and Nike, will now be in charge of Pizza Hut's brand strategy and marketing efforts in 110 markets and territories. Friebe, who most recently worked as chief brand strategy officer at Taco Bell, will oversee all marketing aspects in the U.S.

The recent appointments at Pizza Hut come shortly after Carl Loredo, who previously held the position of global chief marketing officer at Wendy's, was appointed as the new U.S. president. This shake-up in leadership follows a challenging Q1 for the chain, with a 6% decrease in same-store sales in the U.S. and an 8% decrease internationally.

Pizza Hut's Executive Reshuffle

Pizza Hut is making changes to its executive team in response to a decrease in sales. The chain recently announced that the ongoing impact of the conflict in the Middle East has contributed to this decline. As part of the restructuring, Thornton will be reporting to Pizza Hut Division CEO Aaron Powell starting June 10. Thornton's main goal is to revitalize the pizza chain by connecting with customers through both physical and digital platforms and ensuring Pizza Hut remains a beloved cultural icon.

"I believe that creativity, community, and culture have the power to unite people," Thornton expressed in a press release. "I am honored to have the opportunity to contribute to Pizza Hut's rich history as a brand that brings people together in those aspects. I am excited to be part of shaping the future growth and impact of this iconic brand."

Thornton, who most recently held the position of vice president of sports and entertainment marketing at PepsiCo North America, has also served as CMO for Gatorade and has had various roles at Nike and Jordan brands. During his time at PepsiCo, Thornton utilized media, content, and activation investments to connect with consumers through culture, reflecting the approach that brands like Pizza Hut aim to take.

Friebe is the new report to incoming president Loredo at Pizza Hut, coming from Taco Bell, another chain under Yum Brands. She has worked at Taco Bell for almost thirty years in various roles. Friebe takes over from Lindsay Morgan, who has been with Pizza Hut for more than eight years.

These changes come after Loredo was recently appointed as president. Loredo has a background of over eight years at Wendy's, where he helped the chain grow its digital sales and surpass Burger King to become the second largest burger chain in the country.

Pizza Hut has been very active in marketing this year. Last week, they encouraged customers to try their new Cheeseburger Melt by using a QR-code enabled geoconquesting campaign. Before that, Pizza Hut offered customers in certain areas the chance to send a free "Goodbye Pie" to an ex-partner while helping others write breakup texts around Valentine's Day.

Editor's P/S:

Pizza Hut's recent executive shake-up reflects the chain's efforts to address declining sales. The appointment of Kalen Thornton as global chief brand officer and Melissa Friebe as U.S. chief marketing officer brings experienced marketing executives to the company. Thornton's background in connecting with consumers through culture and Friebe's extensive experience at Taco Bell will be valuable assets as Pizza Hut seeks to revitalize its brand.

The recent marketing campaigns by Pizza Hut, such as the Cheeseburger Melt geoconquesting campaign and the Valentine's Day "Goodbye Pie" promotion, indicate the company's willingness to innovate and engage with customers. These initiatives, combined with the leadership changes, suggest that Pizza Hut is committed to regaining its position as a beloved cultural icon and driving future growth.