MIAMI: Burger King has hired Bryson Thornton, former manager of corporate communications and PR at FedEx, as its director of global communications.
Thornton, who worked at FedEx for more than a year and a half, started at Burger King at the end of June. He reports to Miguel Piedra, VP of global communications and culture at the fast-food restaurant chain.
“My goal is to bring the Burger King brand and its message to a global audience in a way that will encourage brand advocacy,” said Thornton.
He said he is joining the company at a “very exciting time” since it went public in June, introduced menu enhancements, and has worked to update its image.
In addition to increasing brand loyalty, Thornton said he wants to boost shareholder value for the company. He also plans to ensure Burger King's message is consistent globally.
Thorton is responsible for creating and aligning external communications initiatives, including corporate PR, financial communications, issues and crisis management, and executive messaging.
Thorton, who worked for Del Monte Foods from 2006 to 2010, said he's happy to be back in the food and beverage sector, especially in the “fast-paced, ever-changing world of the [quick-service restaurant] industry.” Thornton was one of PRWeek's 40 Under 40 in 2010.
From October 2006 to June 2008, Thornton served as a corporate communications associate at Del Monte. He was promoted to senior manager of marketing communications and PR for the company, where he worked until joining FedEx in November 2010.
In September 2011, Burger King selected Coyne PR as its AOR following a competitive RFP.