Checking Out: David Milne

You’ve lived and worked in more than 60 countries. What was your first big move?
There were few jobs in the U.K. when I graduated in the 80s, so I moved to South Africa and designed shopping centers from Johannesburg to Cape Town for a grocery chain called OK Bazaars. In South Africa, grocery stores, not department stores, act as anchors – OK Bazaars made more money developing shopping centers than selling baked beans.

Were your family and friends surprised by your career choice?
No. I always had a bent for design. My father had a camper van – we used to travel around Europe for nine weeks every year – and I was always surprised at how inefficiently it was laid out.

What country has been your favorite place to work or live?
China. I’ve had my most enjoyable and my most frustrating retail design experiences there. Eventually, everything gets done, but it’s a very different mindset.

What’s the key to making it work in China?
It’s almost impossible to take a western design, plunk it down in China and expect it to work. For example, you won’t get many locals sitting around a bar. If a woman is sitting at a bar, she’s considered a woman of ill repute. You have to do your cultural homework.

When and how did you first come to the U.S.?
I’d been a retail consultant in Hong Kong for three years when the Hong Kong stock market crashed in 1998; all consultants just stopped stone dead. I bought myself an around-the-world ticket and started looking at potential opportunities. Limited Brands made me the best offer.

You’ve since worked with Starbucks and T.G.I. Friday’s. How did you end up at Wendy’s?
I was approached by a recruiter last year. When I looked at what Wendy’s was doing, it wasn’t just a remodel, it was a massive brand transformation. That’s always interested me – making a fundamental shift in the emotional connection you have with your customer.

Deeper Discount: During the recession, many companies bought their customers with “2 for $10 or $20” deals – when people try to get out of that discounting, it’s very hard. People say, “I came to you for the deal, not because I like your environment!”