McDonald's Corp franchisees have an urgent order for the fast-food giant's new CEO - get back-to-basics. McDonald's on Wednesday said Chief Brand Officer Steve Easterbrook would replace Don Thompson as chief executive after he had held the post just two and a half years. Easterbrook, 47, turned around McDonald's operations in the UK, where he was born, by refocusing on burgers and burnishing the brand with an ad campaign that sought to debunk unflattering rumors about its food, the company said. A cricket enthusiast who earned a reputation among former UK colleagues for being funny, fair and a lover of simplicity, Easterbrook will also be the rare McDonald's CEO with experience running other restaurant chains.
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