McDonald’s v.p. joins Applebee’s

Joel Yashinsky has been named senior vice-president and c.m.o. of Applebee’s.

GLENDALE, CALIF. — Joel Yashinsky has been named senior vice-president and chief marketing officer of Applebee’s Neighborhood Grill + Bar.

In this new role, Mr. Yashinsky will oversee the entirety of Applebee’s marketing, including strategic positioning, marketing plan development, media, advertising, merchandising, beverage innovation and public relations. He also will lead the franchise marketing committee in partnership with franchisees.

Before joining Applebee’s, Mr. Yashinsky was marketing vice-president for McDonald’s USA, overseeing the brand’s U.S. marketing calendar, promotions, advertising, sports marketing and agency relationships. Prior to that, he was chief marketing officer for McDonald’s Canada, a division consisting of 1,400 restaurants and 300 franchisees.

John Cywinski, president of Applebee’s

“What I value most about Joel, other than his restaurant marketing experience, is his strategic capability and belief in franchisee collaboration,” said John Cywinski, president of Applebee’s. “Joel is a smart, creative, mature and highly-regarded executive with a deep operational orientation. He has also successfully navigated two turnarounds within his McDonald’s tenure, which will serve him well. Bottom line, culture and team are important to Joel, and he fully understands the intensely competitive nature of this industry and our particular opportunities here at Applebee’s.”