EXKi entrusts the restart to a former McDonald's Chief Marketing Officer

After a transition period under the leadership of Stan Monheim, the sustainable fast food chain is counting on an experienced marketing profile to revive growth.

EXKi is embarking on a new chapter. The brand, a pioneer in natural and sustainable catering, has just appointed Xavier Royaux as CEO. He will take up his position in early December 2025, succeeding Stan Monheim, who is leaving after twenty months of leading the company in a new direction. Xavier Royaux takes the helm at a crucial time, as EXKi emerges from a restructuring phase and aims to expand again.

Transition phase over

Under Stan Monheim's leadership, the company faced a delicate situation: net losses of €1.8 million in 2023-2024, significant short-term debt, and the closure of several points of sale. The brand underwent a thorough transformation of its business model, supported by a €15 million capital injection from the Iris Capital fund. He refocused on the values of "good, healthy, and sustainable."

EXKi is confident it now has "solid foundations" and a streamlined organization. The new management team has announced a phase of investment and rebranding to strengthen the brand's identity and develop its network, which now comprises approximately 70 restaurants in five European countries, including 35 in Belgium.

A marketing profile to accelerate the restart

To embark on this new phase, EXKi is hiring a manager with a resolutely commercial profile. Xavier Royaux has built a career in the consumer goods and fast food sectors, most notably at McDonald's France, where he was Senior Vice President and Chief Marketing Officer. He managed the company's brand, innovation, and communication strategies. This career reflects a clear direction: EXKi is seeking new notoriety and growth in a highly competitive foodservice sector. "My ambition is to continue the transformation initiated in recent months, raise the profile of the EXKi brand, and accelerate its development in Europe and beyond," says the new CEO.

Stricter governance

Xavier Royaux will collaborate with Pierre Toutel, COO since September 2025 and a specialist in travel retail and franchising. Together, they will have to balance ambition and prudence: revitalizing a brand weakened by the crisis and pressure from a financial shareholder, while simultaneously trying to remain true to a DNA based on responsibility and naturalness.