South Africa, May 6 -- At the centre of this new leadership approach is a clear priority: understanding the customer more deeply and translating that insight into meaningful, accessible experiences.

A customer-first approach from day one For the newly appointed CMO, Keegan Alicks, the immediate focus is grounded in proximity to the customer - not just through data, but through real-world experience.

"My immediate priority is to deepen my understanding of McDonald's South African customers so that we can serve them meaningfully," he explains. "At the heart of this is ensuring we deliver delicious, feel-good moments and make them easily accessible to everyone, every day."

This includes spending time in-store, learning directly from opera...