In a surprising move that’s turning heads in both the food and corporate sectors, Kirk Tanner, the current CEO of Wendy’s, has been appointed as the new CEO of The Hershey Company, effective later this year. The transition signals a strategic shift for the iconic confectionery brand as it aims to blend fast-food agility with legacy brand power in a competitive, evolving marketplace.
Who Is Kirk Tanner?
Kirk Tanner took the reins at Wendy’s earlier in 2024, after a long and impactful tenure at PepsiCo, where he served as CEO of North American Beverages. Known for his brand modernization strategies, data-driven marketing, and aggressive expansion plays, Tanner was a key figure in PepsiCo’s push into health-conscious beverages and DTC models.
His brief but bold leadership at Wendy’s focused on digital transformation, delivery optimization, and global growth. Now, he’s headed to Hershey—bringing decades of food-and-beverage industry experience to a new vertical: sweets and snacks.
Why Hershey Chose Him
Hershey is no longer just a chocolate brand. With acquisitions like Pirate’s Booty, SkinnyPop, and Lily’s, the company has broadened into snacks, wellness, and global CPG territory.
Tanner’s hiring is a signal that Hershey intends to:
- Accelerate digital sales channels and in-store tech
- Push harder into healthy snack innovation
- Expand globally using more modern marketing models
His fast-food leadership background brings a different tempo—perhaps exactly what Hershey needs to keep pace with snacking trends, Gen Z consumers, and international competitors like Nestlé and Mondelez.
What Happens at Wendy’s?
Tanner’s departure leaves a vacancy at Wendy’s during a pivotal time. The chain has recently ramped up international franchising and launched AI-based drive-thru pilots. The board has yet to announce his replacement, but analysts predict an internal candidate or someone from another QSR giant like Yum! Brands or McDonald’s.
What This Means for the Industry
This cross-industry CEO shift underscores how traditional boundaries between food categories are blurring. Snacks and meals are now competing in the same convenience-focused space. With Tanner at the helm, expect Hershey to become more digitally agile, experiential, and direct-to-consumer focused.
