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Burger King names Thibault Roux chief digital officer


Burger King chief digital officer

Photograph: Shutterstock

Burger King on Friday named Thibault Roux its new chief digital officer in the U.S. and Canada.

Roux will oversee the company’s digital efforts starting on July 18. He will oversee the burger chain’s digital team to develop a strategy “centered on creating the best guest experience,” the company said in a statement.

Roux joins the Miami-based burger chain after years of experience in various digital roles at companies such as Optum, United Healthcare and Target.

He will take charge of digital at a chain focused on improving its efforts on that front. Fast-food chains in particular have worked hard to bolster their online and mobile ordering, delivery and in-store technology as consumers gravitate rapidly toward new ordering mechanisms.

And Burger King, owned by the Toronto-based Restaurant Brands International, has been working to improve its stores’ digital focus, including outdoor menu boards that use artificial intelligence and in-store kiosks, among other things.

“Thibault joins the iconic Burger King brand well-equipped to define, refine and execute a transformational digital experience for our valued guests,” Tom Curtis, president of Burger King North America, said in a statement. Curtis said Roux will work across analytics, marketing, operations and technology to “integrate the digital guest experience into everything we do as a brand.”

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