Phil Reed

Pizza Hut Australia

Developed and implemented a Brand and Business Turnaround Plan, revamping Pizza Hut Australia’s Leadership Team, Strategic Plan, Operations, Digital and Technology Capability; creating and celebrating a Winning Culture. 
During this period, Pizza Hut became the fastest growing International QSR and Pizza Brand in Australia for 12 consecutive quarters up to and including Q1 2023. The brand has delivered 53 consecutive months of positive same store sales growth, Franchise Partners have enjoyed a 100% increase in revenues and the Master Franchise Owner is realising record levels of EBITDA over 50%.

Pizza Hut

Leading a business turnaround of over 400 Pizza Hut, Taco Bell and Dairy Queen Locations across The Philippines.
• Applied Brand and Business Strategic Planning Principles leading to a successful overhaul of Operations Standards and the Creation of a Winning “Panalo” Value Strategy, transforming Transactional Volumes, Driving Sales (+30% Comp. Growth) and Profitability.
• Designed and Developed Pizza Hut’s First New Fast Casual Dine-In Restaurant with a 200-cover prototype at Asia’s Largest Mall, SM Mall of Asia.
• Introduced Dairy Queen’s first Cake Factory Concept

Burger King Corporation

•     Creation and implementation of 18 month turnaround plan with full P&L and Executive responsibility for 44 Stores with $26.5 Million Turnover and 1,500 staff.
•	Built Team of World-Class QSR specialists, revamping Marketing, Analytics, SCM & Logistics and Operations.
•	Transformed Operations from worst Market in BK Europe & APAC to the best (Restaurant Excellence Visits 86% and lowest Food Safety Criticals Globally with 0.4%)
•	Recipient of Burger King’s “Most Improved Operator” Award 2015
•	Delivered Record Sales (12% Comp. 2015), Guest Visits and EBITDA (over 100% Growth) with turnaround completed 6 months ahead of schedule.
•	Opened First Six 20:20 Garden Grill Restaurants in the world defining a new BK Brand Experience for Indonesia with New Menu Offering (including new Fresh Chicken Range) and ran the first BK TV Advertising Campaign in Indonesia.

CEO & Partner

Created Burger King’s Value Platform, King Deals, which subsequently became the Brand’s Global Value Strategy.

Strategic Planning, Marketing, Human Resources, Real Estate and Development for re-launch of Burger King Netherlands. 
• Creation of €100 Million turnover business with 6 years sustained growth and record EBITDA, employing 1,400 staff.
• € Multi Million Sponsorship of Dutch National Eredivisie Football League

Managing Director (Commercial) & Partner

Marketing, Communications, Commercial Consultancy and Strategic Planning across 8 Markets and 5 New Country Entries
•	Successfully managed high-profile launch of Burger King Brand in Russia and Czech.
•	Planned and Delivered 12 month turnaround of Burger King Brand in Netherlands.

Marketing Director Central European Emerging Markets, Netherlands and Russia

McDonald's Europe Ltd.

Reporting to the President and Chief Operating Officer, managed their direct reports in an operational management role involving engagement, governance, messaging, reporting, planning and project management.
• Restructure of European Supply Chain Function.
• Structured 2006 and 2007 European Brand Planning template and process.
• Delivered effective operational systems and management protocols ensuring focus that contributed to the delivery of record European Results of 9% Comparable Sales growth in April ’06 and the first positive margin growth in 28 months.

Chief of Staff

• Defined European Strategic approaches to Product, Pricing and Merchandising, optimising product ranges and maximising incremental cash flows contributing to record European Results of 9% Comparable Sales in 2006.
• Planned and launched McCafe across Europe and created European Partnership with Kraft’s Kenco Brand.
• Defined European Brand Strategy successfully launching and activating McDonald’s sponsorship of MTV’s “Advance Warning” and Destiny’s Child’s European Tour, helping to raise top of mind brand awareness significantly to 49% in 2005.
• Coordinated European Packaging, planning the Global Roll-Out of Nutritional Labelling on Packaging for which a 2006 Circle of Excellence Team Award was received.
• Professor at International Hamburger Marketing University, Chicago, teaching Business Brand Planning.

Senior Marketing Director

• Development of Business & Brand Planning Systems contributing to McDonald’s Global “Plan to Win” Turnaround.
• Rolled out Brand Business Planning across 9 Markets in Central Europe.
• Delivered record Hungarian Operating Income in 2004 based on 4.5% Comp Sales.
• Received 2004 European Marketing and the 2004 European Communications Awards.
• Successfully launched McCafe in a trial Market including Europe’s first Drive Thru.

Marketing and Communications Director, McDonald’s Central Europe

• Implemented successful turnaround Hungarian Brand Business Plan.
• Drove high brand relevance and awareness through award winning iconic advertising (Bronze - AME New York, 1st Prize - RMB Award, National Diploma - Cannes Lions International Advertising Festival 2003, First Prize – Epica and Eurobest Awards.
• Record Operating Income in 2003 based on 10.4% Sales, achieving 25% Market Share. 
• Launched an innovative SMART Loyalty Chip card as a joint initiative with Shell.

Marketing and Communications Director

• Developed and implemented the UK Adult Marketing Plan and had joint responsibility for an £80 Million Marketing Budget.
• Conceived new strategic directions: Food Variety and Craving, Technology.
• Introduced innovative tactics: International Food Themes, Launch of McFlurry that became national events.
• Generated a Record Comparable Sales Result of 6.1% - 1999 – on £1.8 Billion.
• Launched McDonald’s Breakfast Nationally delivering £100 Million in 1999.
• McDonald’s recognised as “Campaign’s” Advertiser of the Year 1998.

Corporate Marketing Manager

• Contributed to the strategic conception and successful implementation of Premiership and Champions League Football Family Stands and Euro ’96 Sponsorship.
• Received “Tony” Marketing Award, recognising Top of Class at the Worldwide Hamburger Marketing University Course 1997, Chicago.

Regional Marketing Consultant

Granada Theme Parks and Hotels

• Marketing and Sales for Granada Studios Tour, American Adventure and Camelot Theme Parks.
• Conception, creation and launch of The World of Coronation Street Visitor Attraction, Blackpool.

Sales and Marketing Manager

Lightwater Valley Theme Park

• Awarded Institute of Public Relations Sword of Excellence Award.

Senior Marketing Manager

Blackpool Pleasure Beach Group

• Reporting to the Owners and  Board of Directors this role involved administration and management of major projects including the design and build of Ocean Boulevard Shopping Centre.

Projects Coordinator & Assistant Company Secretary

Phil has worked in the Quick Service Restaurant (QSR) and Pizza Industry since 1984. He has held the position of CEO Pizza Hut Australia for the last 5 1/2 years and has been instrumental in leading the turnaround of this iconic brand, which has been the fastest growing International QSR Brand in Australia for the last 4 years. 

The transformation of the Pizza Hut Australia Brand and Business led to its sale in August 2023 by Sydney’s Allegro Funds to San Francisco’s Flynn Restaurant Group. As well as being active in the deal, Phil introduced the parties, enabling the transaction and ensuring its success.

To drive Pizza Hut Australia’s success, Phil developed and implemented focused Operational, Brand, Technology and Digital Strategies to build what is now an extremely profitable business, creating value for investors with EBITDA running at 50%.

To date, August 2023, Pizza Hut Australia has enjoyed 53 consecutive months of positive same-store-sales growth with Franchise Partner revenues growing over 100% and their gross profits growing over 120%. 

In February 2023, Phil signed a 3 year deal to sponsor the Australian V8 Supercars Championship and established the Pizza Hut Racing Team in conjunction with Brad Jones Racing. This new brand strategy is built upon years of experience in sports sponsorship including properties such as The Olympics, FIFA World Cup, UEFA European Championship, English Premier League, Hungarian Goaliat and the Dutch Eredivise.  

As a successful Pizza Hut & Burger King CEO with Senior McDonald’s Marketing Leadership Experience, Phil has transformed and turned around more than 10 customer-experience QSR brands and businesses in both Europe and Asia during the last 20 years, delivering sustainable growth by building and aligning great teams with clear objectives and a clearly-defined strategic focus.

Career Highlights include the creation of Burger King’s “King Deal” Global Value Strategy, launch of the BK Brand in Russia, development of Business & Brand Planning Systems contributing to McDonald’s Global “Plan to Win” / i’m lovin’ it Turnaround when Phil had the privilege to work with legendary Australian McDonald’s Global CEO, the late Charlie Bell.

Phil was recently recognised by current YUM Brands Global CEO, David Gibbs, for the transformation and revitalisation of Pizza Hut Australia.

Toujours Plus avec Domino's Pizza France

Un grand merci à l'équipe Domino's France pour tout le travail accompli au cours des trois derniers mois. Tout est en train de changer afin que nous puissions aider chacun de nos clients français à profiter davantage.

Nous voulons que nos clients profitent davantage de produits exceptionnels, chaque jour et en toute occasion, en vivant une expérience 100 % satisfaisante à chaque fois.

C'est le début d'une nouvelle aventure et nous avons déjà déployé une nouvelle équipe opérationnelle sur le terrain pour soutenir nos exceptionnels partenaires franchisés dans cette nouvelle aventure. Tout le monde suit une nouvelle formation et réapprend à aimer la pâte... et notre pâte est merveilleuse, fraîchement préparée à partir de blé français de première qualité, cultivé dans des fermes françaises primées à travers tout le pays.

Je tiens également à remercier nos partenaires franchisés, car ces derniers mois ont été difficiles, mais grâce à leur énergie, leur enthousiasme et leur engagement, nous allons assurer le succès de Domino's France, en ravissant nos clients et en augmentant les transactions rentables.

Il y a un partenaire franchisé que je tiens à mentionner tout particulièrement, il s'agit de Salem, du Groupe BK. Après avoir visité tous ses restaurants dans l'est de la France, nous avons travaillé sur un nouveau concept formidable, la pizza Ultimate Meat. Notre best-seller, la Canibale, a désormais une grande sœur qui rend cette nouvelle pizza encore plus savoureuse, plus gourmande et plus copieuse. 

Vous pourrez déguster la nouvelle Ultimate Meat Pizza ainsi que notre nouvelle gamme de pizzas haut de gamme Toujours Plus à partir de la semaine prochaine dans l'un de nos 420 restaurants à travers le pays. 
Rendez-vous sur Dominos.fr pour plus de détails.

Ensemble, nous allons gagner et faire de Domino's France le champion à nouveau.

Phil has worked in the Quick Service Restaurant (QSR) and Pizza Industry since 1984. He has held the position of CEO Pizza Hut Australia for the last 5 years and has been instrumental in leading the turnaround of this iconic brand, which has been the fastest growing International QSR Brand in Australia for the last 4 years. 

To drive success, he developed and implemented focused Operational, Brand, Technology and Digital Strategies to build what is now an extremely profitable business, creating value for investors with EBITDA running at 50%.

To date, February 2023, Pizza Hut Australia has enjoyed 48 consecutive months of positive same-store-sales growth with Franchise Partner revenues growing over 100% and their gross profits growing over 120%. 

In February 2023, Phil signed a 3 year deal to sponsor the Australian V8 Supercars Championship and established the Pizza Hut Racing Team in conjunction with Brad Jones Racing. This new brand strategy is built upon years of experience in sports sponsorship including properties such as The Olympics, FIFA World Cup, UEFA European Championship, English Premier League, Hungarian Goaliat and the Dutch Eredivise.  

As a successful Pizza Hut & Burger King CEO with Senior McDonald’s Marketing Leadership Experience, Phil has transformed and turned around more than 10 customer-experience QSR brands and businesses in both Europe and Asia during the last 20 years, delivering sustainable growth by building and aligning great teams with clear objectives and a clearly-defined strategic focus.

Career Highlights include the creation of Burger King’s “King Deal” Global Value Strategy, launch of the BK Brand in Russia, development of Business & Brand Planning Systems contributing to McDonald’s Global “Plan to Win” / i’m lovin’ it Turnaround when Phil had the privilege to work with legendary Australian McDonald’s Global CEO, the late Charlie Bell.

Phil was recently recognised by current YUM Brands Global CEO, David Gibbs, for the transformation and revitalisation of Pizza Hut Australia.

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