A seemingly simple taste test has turned into an online spectacle for McDonald’s CEO Chris Kempczinski. A video of Kempczinski trying the fast-food chain’s latest Big Arch burger has gone viral, not for a glowing endorsement, but for the awkwardness of the moment and the subsequent mockery it’s sparked across social media. The incident highlights the challenges business leaders face when attempting to connect with audiences in the age of social media, and the potential for even mundane moments to become fodder for online criticism.
The video, originally posted to Instagram in February but gaining traction over the weekend, shows Kempczinski describing the Big Arch burger – featuring two quarter-pound beef patties, three slices of melted white cheddar, crispy onions, and a “Big Arch” tangy sauce – before attempting a bite. He prefaced the tasting by stating he would be having the burger for lunch and admitted, with a sheepish look, “I don’t even realize how to attack it, there’s so much to it.” He then took a small, tentative bite, showcasing the minimal indentation it left in the burger. The clip quickly spread, prompting a wave of reactions questioning the authenticity of his enthusiasm.
The online response was swift and often pointed. Commenters on the video criticized the perceived lack of genuine enjoyment, with one user writing, “Man’s aura screams kale salad.” Others pointed to the small size of the initial bite, with one remarking, “That was the smallest first bite I’ve ever seen.” The CEO’s use of corporate terminology, referring to the burger as a “product,” also drew criticism, with one commenter stating, “It scares me when you call the food ‘product.’” A Reddit user even suggested that McDonald’s would be better off keeping Kempczinski away from the camera altogether, stating, “If McDonald’s cares about its future, they need to make sure [Kempczinski is] anywhere but in front of a camera.”
The Big Arch burger is set to launch nationwide in the US on March 3 for a limited time, marking a significant product rollout for the company. The marketing push includes featuring the CEO himself, a strategy that, at least in this instance, appears to have backfired. This isn’t the first time a corporate leader’s attempt at relatability has fallen flat, underscoring the difficulty of navigating the often-unforgiving landscape of social media.
Kempczinski assumed the role of president and CEO of McDonald’s in 2019, succeeding Steve Easterbrook, whose tenure ended abruptly after he was fired for engaging in a relationship with a senior employee. Easterbrook later faced further repercussions, being fined $400,000 (£328,000) by the US Securities and Exchange Commission (SEC) in 2023 for concealing the extent of his misconduct.
Chris Kempczinski’s background, as highlighted on his Instagram profile, reveals he is a proud father, husband, and Duke University alumnus. His Instagram account, with over 80,000 followers, showcases a mix of personal and professional content. The incident with the Big Arch burger taste test serves as a reminder that even seemingly innocuous moments can be scrutinized and amplified in the digital age.
The viral video raises questions about the effectiveness of placing CEOs directly in front of the camera for marketing purposes. While the intention is often to humanize the brand and foster a connection with consumers, the execution can be fraught with risk. The authenticity of the message is paramount, and any perceived insincerity can quickly be detected and ridiculed online. This incident with the McDonald’s CEO is a case study in how quickly a marketing strategy can go awry.
McDonald’s did not respond to a request for comment from The Guardian regarding the viral video and the online reaction. The company is proceeding with the nationwide launch of the Big Arch burger on March 3, and it remains to be seen whether the controversy surrounding the CEO’s taste test will impact the product’s success. The fast-food giant will likely be closely monitoring consumer response and adjusting its marketing strategy accordingly.
The next key date for McDonald’s is March 3, the official launch of the Big Arch burger nationwide. The company will be tracking sales figures and consumer feedback closely in the weeks following the launch to assess the product’s performance. Share your thoughts on the Big Arch burger and the viral video on our social media channels.
