McDonald’s has been facing difficult times in the UK, with the global CEO commenting it will “take time” to return to “sustained positive performance” earlier this month.
McDonald’s UK CEO, Alistair Macrow, is stepping down from his role next month, amid challenging times for the fast food giant in the UK.
Macrow took over as UK and Ireland CEO in 2021 from his previous role as global CMO. He will be succeeded by US executive Lauren Schultz, who also spent time in marketing at the business.
The business says Macrow is stepping down to “pursue other UK-based opportunities outside McDonald’s” with his departure coming shortly after the UK arm of the business was singled out for criticism.
The UK market, which is one of McDonald’s biggest outside of the US, has been flagged by the global business as underperforming versus its recent history. Earlier this month, global CEO Chris Kempczinski told investors it would “take time” to restore the market to “sustained positive performance”.McDonald’s CEO: ‘We need to have better marketing in the UK’
McDonald’s in the UK has seen challenges from competition, with Kempczinski commenting in May that the brand had been losing market share to competitors it “should be beating” after it saw UK sales decline in the first quarter of 2025. The global CEO has also been critical of the UK’s marketing execution.
“We need to have better marketing in the UK, I think we, frankly, didn’t have the level of marketing execution in the back half of last year that we’re used to,” he told investors in January.
Macrow’s successor, Lauren Schultz will be tasked with leading the ongoing recovery in the UK. Schutlz is currently field vice president for McDonald’s USA in Columbus, and will assume the role of CEO from 1 September. She has been with the company for 16 years and has overseen operations across more than 1,200 restaurants in seven US states, working closely with 180 franchisees.
Schultz has spent much of her time at the business in menu strategy, but also served as a marketing director for McDelivery and began her career as a marketing manager at Ronald McDonald House Charities.
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While it has not been plain sailing for McDonald’s in the UK in recent times, Macrow’s tenure as CEO did see him lead a strong post-Covid recovery for the brand.
He was pivotal in driving more than 100 new restaurant openings, as well as increased investments in digital ordering and delivery, he also guided the chain through challenges including high inflation and the cost of living crisis.
“It’s been an honour to lead McDonald’s in the UK and Ireland. I’m proud we’ve emerged stronger from Covid and risen to the cost of living challenge for our millions of customers every day,” said Macrow.
He has been with the business since 2007 and held a series of senior marketing positions before becoming UK marketing director in 2010. He went on to lead marketing in northern Europe, before being promoted to global CMO in 2019.
Despite the market having been highlighted as challenged in recent times by global leadership, McDonald’s International president Manu Steijaert praised the “trading momentum, growth and strong brand” of the UK and Ireland business. She added Schultz was well placed to lead the next phase.
Schultz expressed excitement to be joining the UK and Ireland business, which she said was in a “great place”.
“After 16 years within the McDonald’s system, I can’t wait to share my perspectives with the team alongside my passion of providing the best possible experience to all of our customers and colleagues,” she said.
