Name: Jack Hinchliffe
New title: Global chief marketing officer, The Habit Burger Grill
Previous title: Chief marketing officer U.K. and Ireland, KFC
Yum Brands is shifting Jack Hinchliffe from his role in charge of KFC’s marketing in Ireland and the U.K (UKI) to serve as global CMO at The Habit Burger Grill, according to a press release emailed to Restaurant Dive. Hinchliffe has over 15 years of experience with major food brands, the company said. The Habit Burger touted Hinchliffe’s experience at KFC UKI, where he worked as CMO since September 2021. He originally joined this division as senior marketing manager in 2015, according to his LinkedIn profile.
While at KFC UKI, Hinchliffe oversaw its digital transformation into omnichannel retail, as well as the launch of its own delivery last year. He also helped coordinate a marketing response during COVID-19 and introduced a vegan burger.
“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,” Habit Burger president Shannon Hennessy said. “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.”
Hinchcliffe will lead Habit Burger’s marketing efforts as it works to become a household name and stand out in the crowded burger category, according the press release. While the global CMO position is new, Hinchliffe is stepping into the role filled by Iwona Alter, who was Habit Burger’s chief brand officer until she was promoted to chief operating officer in December 2022.
The fast casual burger chain has been growing rapidly since Yum Brands acquired it on the eve of the COVID-19 pandemic. Last year, the chain added 33 net new units, Yum Brands CFO Chris Turner said on the company’s Q4 2022 earnings call. Habit Burger reached 349 units last year, according to Yum’s 10-K, though the brand saw a $24 million GAAP loss, which Turner partly attributed to lower restaurant margins at new units seen in the initial months following an opening.