The Burger Fix

Forget that special sauce, the vital ingredient for McDonald’s Singapore’s success is its people, says general manager Benjamin Boh.

- Anne Majumdar

NAME : Benjamin Boh

COMPANY : McDonald’s Singapore

POSITION : General Manager

LOCATION : Singapore

Benjamin Boh is rather partial to a McDonald’s double cheeseburger. Even before he took on the role of General Manager of McDonald’s Singapore’s 136 branches, just the thought of sinking his teeth through that soft bun into the juicy patties within would set his mouth watering.

However, it is not his long-held love of the product that led him to his current role. Rather it is his love of people that has governed most of his career moves ever since he graduated university with a major in marketing. “I wanted to go to companies that talked about people and how to empower people to create products and experiences that can truly touch and improve lives,” he tells The CEO Magazine.

He spent nearly five years at Proctor & Gamble before joining New York-based consulting firm Analytic Partners. Then, when a position came up at the McDonald’s global office in Singapore, Benjamin did his homework to see if the company aligned with his values. He discovered that it’s not just a quick service restaurant – it is about people, whether that be its customers, staff or suppliers. “I really saw how important a concept of strength and unity of people is to the branding of the business,” he says.

The decision ended up being a “no-brainer” and he joined the company as Regional Director of Strategy and Insights Asia–Pacific, Middle East and Africa in 2013, then steadily worked his way through the ranks to his current position, flipping the odd burger along the way.