Staffing

The Habit hires former YUM Brands exec as CMO

Provided

March 9, 2023

California-based The Habit Burger Grill has hired Jack Hinchliffe as global chief marketing officer. The former Yum Brands executive joined KFC UK and Ireland in 2015 as senior marketing manager and eventually became CMO.

"I had the pleasure of working with Jack at KFC, and I'm elated to have him join our team," Shannon Hennessy, The Habit Burger Grill president, said in a company press release. "Under his leadership, KFC UKI was awarded Brand of the Year by Marketing Week in 2021 and took home a Gold IPA Effectiveness Award for Business Transformation. Jack is a true marketing powerhouse; I know first-hand that he has the skills, experience, and passion to take The Habit to the next level of brand awareness and distinctiveness."

From introducing the vegan burger to coordinating the marketing response to the pandemic, and most recently overseeing KFC's first pub, Hinchliffe has been at the forefront of the brand's creative work in recent years, according to the release. He also spearheaded the growth of KFC's digital transformation with the move to omnichannel retailing, culminating in the launch of its own delivery channel in 2022.

"When the opportunity to work for The Habit Burger Grill presented itself, I just couldn't pass it up," Hinchliffe said in the release. "The food and hospitality at The Habit Burger Grill are world class; it's an incredible business but there is still work to be done to build a brand that connects with people in a competitive and cluttered category, and I'm excited for the challenge. I am very grateful to be a part of this exciting next chapter as we embark on creating a modern and distinctive brand that has crafted, quality food at its heart."

The news comes as Iwona Alter, former chief brand officer, was appointed COO. Under her leadership, the brand accomplished many firsts such as The Habit Burger's first-ever advertising campaign, establishing a consumer insights discipline and growing digital marketing, according to the release.

The Habit Burger has over 350 locations.