Joel Yashinsky

Joel Yashinsky

Senior Vice President and Chief Marketing Officer at Applebee's

Joel Yashinsky is the Senior Vice President and Chief Marketing Officer of Applebee’s Neighborhood Grill + Bar. He is responsible for all aspects of marketing for the iconic brand, including marketing strategy, brand communications, media, creative, digital and beverage and menu innovation. Joel also serves as the brand lead on the Franchise Marketing Committee.

Since joining Applebee’s in 2018, Joel’s leadership has been instrumental in driving the brand’s best sales performance in its 14-year history under Dine Brands ownership. His industry-leading innovation, team management and partnership with franchisees throughout the COVID-19 pandemic enabled and fueled the brand’s category leading sales and market share growth in 2022.

Applebee’s has become synonymous with tapping the power of authentic partnerships and music to connect with guests, launch innovative menu items and build brand affinity. Notable partnerships with Disney, Dwayne Johnson’s Teremana Tequila, NBC’s Football Night in America, CBS’s Survivor and country artist, Walker Hayes whose 2021 Song of the Summer, Fancy Like, was a ballad to the brand, have led to rapid engagement with guests across multiple platforms including TikTok.

Before joining Applebee’s, Joel was most recently Brand and Marketing Vice President for McDonald’s USA, concluding his 18-year career with the brand. In that role he was responsible for the U.S. marketing calendar, promotions, advertising and sponsorships, in partnership with franchisees. Joel was instrumental in the allocation of a $600 million media budget for McDonald’s while managing all national agency and sports marketing relationships. His primary accountability was driving U.S. sales, traffic and operating income.

Prior to leading the U.S. marketing calendar, Joel served as Chief Marketing Officer for McDonald’s Canada for four years, leading a $4 billion business with 1,400 restaurants and 300 franchisees. Earlier in his career, Joel advanced through the McDonald’s system in Regional and Divisional roles, including four years as Marketing Officer for the company’s East Division, representing 5,000 restaurants and $7 billion in revenue (eight regions from Florida and the southeast up to and including the northeast).

Before joining McDonald’s in 1998, he held marketing positions with Georgia-Pacific Corporation and Southwest Airlines.

Joel has been an active board member, including roles on boards for the Ronald McDonald House of Detroit and the Leukemia & Lymphoma Society of North Carolina. He is a graduate of Bowling Green State University in Ohio.

Joel and his wife Kristy live in Atlanta, GA. and have two daughters, Gabrielle and Sabrina.