TOUS les JOURS has formally named Max Gallegos chief marketing officer for North America, placing one executive over brand strategy, category development, creative, digital, loyalty and field marketing across the United States and Canada.
The bakery-cafe chain announced the appointment October 22 as it pursues a stated goal of 1,000 U.S. locations by 2030. That makes the remit more than a consumer-advertising job. Gallegos is being asked to connect national brand building with local store support while the company adds markets and franchisees.
The appointment also carries an important timing caveat. TOUS les JOURS did not disclose an effective date in the October announcement. Earlier company and trade materials had already identified Gallegos as its chief marketing officer: a May partnership release and an October 2 industry article both used that title. Braisepoint therefore is treating October 22 as the date of the formal North America appointment announcement, not proof that he first joined or started that day.
Gallegos spent more than 25 years at McDonald's, according to TOUS les JOURS. His recent work included U.S. cultural strategy and field marketing engagement. Earlier, he led what the announcement describes as McDonald's $5 billion Southwest regional business.
That operating background is notable for a franchised growth brand. Field marketing can become a fault line when a chain expands quickly: the national office wants consistency while franchisees need campaigns that reflect local openings, trade areas and consumer behavior. Gallegos' portfolio explicitly spans both sides of that tension.
TOUS les JOURS says it has more than 1,800 locations worldwide. Because that figure is not exact, Braisepoint is not recording it as a verified unit count in the structured intelligence record. The company also cited recent openings in Albuquerque, Toronto and New York as evidence of its North American push.
The 1,000-cafe U.S. target is ambitious, and the October release does not provide a current U.S. unit count, a market-by-market development schedule or a marketing budget. It also does not quantify loyalty membership, digital sales or the performance measures Gallegos will own. Those omissions make this a leadership-and-capability story rather than evidence that the expansion target has been achieved.
For restaurant operators, the useful signal is the scope of the role. Category development can shape what is sold; digital and loyalty determine how demand is captured; field marketing affects what franchisees can execute locally. Housing all of those functions under one North America leader suggests TOUS les JOURS is building the support layer needed before its physical footprint reaches its stated goal.
The company has not disclosed compensation or whether the appointment changes other executive reporting lines. It also has not explained why earlier materials used the CMO title before this formal announcement. Those are reasonable owner-review questions, but they do not change the verified core: Gallegos now has an expressly North American mandate across the U.S. and Canada.
The strongest follow-up indicators will be concrete ones: franchise development agreements, net store growth, loyalty adoption, localized opening playbooks and evidence that national marketing can translate across both countries. Until those emerge, the appointment is best read as an organizational bet on scaling the brand's commercial system alongside its cafes.
