Burger King Worldwide Inc. is bringing in Unilever executive Fernando Machado as its new senior vice president of global brand management, part of an effort to burnish its image worldwide.
Machado, 39, is starting today after relocating from London to Miami, where Burger King is based, said Alix Salyers, a company spokeswoman. In the newly created job, he is reporting to Chief Marketing Officer Axel Schwan.
Burger King has announced the sale of a 29 percent stake in the fast food chain and its upcoming return to the New York Stock Exchange, two years after it was acquired by an investment firm.The announcement on Tuesday came one day after Burger King, which has long run a distant second to global hamburger giant McDonald's, said it would overhaul its menu to entice new customers.
By Jacob Steinberg:British investment company Justice Holdings has paid $1.4 billion to acquire 29% of Burger King, and when all is said and done in a few months, these shares will be listed on the New York Stock Exchange. That will mark the first time the company will be listed on the NYSE since 2010. Should investors get excited and expect similar results from Burger King that McDonald's (MCD) has achieved over the past several years?
Hedge fund titan Bill Ackman, the CEO of $18 billion Pershing Square Capital Management, made some pretty negative comments on McDonald's Wednesday on Bloomberg TV's "The Pulse." From Bloomberg TV (emphasis ours):
By Chris Katje: You may have noticed new Burger King (BKW) commercials airing on television recently with the likes of David Beckham and Aerosmith front man Steven Tyler. The company's new motto "Exciting Things Are Happening At Burger King" is shown predominantly through the commercials. On Wednesday, shares of Burger King once again hit the public market, trading on the New York Stock Exchange under the symbol BKW.