The Hershey Company has announced the appointment of Kirk Tanner as its new President and Chief Executive Officer, effective August 18, 2025. Tanner, who currently serves as CEO of Wendy’s, will succeed Michele Buck, who is set to retire in 2026 after leading the company for over seven years.
Tanner’s transition to Hershey comes at a pivotal time for the confectionery giant, which is navigating rising commodity costs, including persistently high cocoa prices, and shifting consumer preferences toward healthier snacking options. Hershey’s shares dipped approximately 2% following the announcement, reflecting investor caution amid the leadership change and broader market challenges .
Kirk Tanner brings over three decades of experience in the food and beverage industry, having spent more than 30 years at PepsiCo before joining Wendy’s in February 2024. At PepsiCo, he held various leadership roles, including CEO of PepsiCo Beverages North America, where he was instrumental in restructuring sales strategies and leading major beverage operations .
During his tenure at Wendy’s, Tanner spearheaded several innovative initiatives aimed at modernizing the fast-food chain’s operations. Notably, he oversaw the implementation of AI-powered drive-thru systems, known as FreshAI, developed in collaboration with Google Cloud. This technology aimed to enhance order accuracy and efficiency, with plans to deploy it across 500 to 600 locations by the end of 2025 .
Tanner also introduced unique marketing strategies, including limited-time menu collaborations featuring popular brands and characters, such as Takis chips and SpongeBob SquarePants. These initiatives were part of a broader effort to revitalize Wendy’s brand and appeal to a younger demographic .
Hershey’s decision to appoint Tanner signals a strategic pivot toward innovation and a deeper focus on healthier snacking categories. The company has been facing increased pressure to diversify its product offerings amid changing consumer preferences and health trends. Tanner’s extensive experience in leading product innovation and navigating complex supply chains is expected to be invaluable as Hershey seeks to expand its footprint in the competitive snack food market.
Mary Kay Haben, chair of Hershey’s CEO search committee, expressed confidence in Tanner’s ability to lead the company into its next phase of growth. She highlighted his “deep experience in snacks, beverages, M&A, and innovation,” noting that these qualities make him well-suited to guide Hershey through the evolving consumer landscape .
Tanner’s departure from Wendy’s is scheduled for July 18, 2025. In the interim, Wendy’s Chief Financial Officer Ken Cook will assume the role of interim CEO while the company conducts a comprehensive search for a permanent successor. Cook joined Wendy’s in November 2024 after an extensive finance career with United Parcel Service .
Despite Tanner’s efforts to modernize Wendy’s operations and marketing, the company has faced challenges, including sluggish sales and a 31% drop in stock value amid broader economic pressures. The leadership change occurs as Wendy’s continues to navigate a competitive fast-food landscape and shifting consumer behaviors .
As Tanner prepares to take the helm at Hershey, industry observers will be watching closely to see how his leadership influences the company’s strategic direction. His track record of driving innovation and adapting to market trends positions him to address the challenges facing Hershey and capitalize on new growth opportunities.
