Chris Kempczinski, CEO and Chairman of McDonald’s, has found himself at the centre of social media mockery after a promotional video showed him struggling to take a bite of the company’s new supersized burger, while repeatedly referring to it as a “product.”The video, shared online last month ahead of the US launch of the “Big Arch” burger, features Kempczinski praising the item before attempting to taste it on camera.“I love this product, it is so good. I’m going to do a tasting right now, but I’m going to eat this for my lunch, just so you know,” the McDonald’s chief says in the video.The Big Arch burger, described as a “big burger,” includes two quarter-pound patties, Big Arch sauce, lettuce, crispy onions and pickles. However, what grabbed attention wasn’t the ingredients – it was the CEO’s apparent hesitation while handling the oversized sandwich.Admitting he “didn’t even know how to attack it,” Kempczinski cautiously lifted the burger before taking what viewers described as a “comically small” bite. “Mmm, that is so good, that’s a big bite for a Big Arch,” he said, turning the burger toward the camera.
Netizens troll ‘scared to bite’ moment
Social media users were quick to pounce on the awkward moment, questioning whether the fast-food boss genuinely enjoys his company’s offerings. “Man’s aura screams kale salad,” one Instagram user wrote.“This was the most unnatural thing I’ve ever seen,” another commented.“Why does he look like he’s scared to bite it?” a third user asked.The most-liked comment bluntly read: “He def don’t eat McDonald’s [sic].”Another user added, “When the CEO of McDonald’s calls his lunch a product instead of a burger, you know they’re in trouble. Also, you can’t help but notice that little sissy bite he took. You know he threw that in the trash the moment the camera turned off.”
‘Food, not product’: Corporate language under fire
Beyond the bite size, Kempczinski’s use of corporate terminology also triggered backlash.“It scares me when you call food ‘product,’” one commenter wrote, criticising what many felt was an overly corporate tone in a customer-facing video.Several users said the phrasing made the moment feel “staged” and “unnatural,” arguing that the word choice created distance between the executive and the everyday consumer.
Big Arch burger: A calorie-heavy launch
The Big Arch burger is set to launch in the United States on Tuesday. The item has already developed a loyal following in Canadian and European markets in 2024 and was later added to the permanent menu in the UK and Ireland.According to McDonald’s website, the Big Arch contains 1,020 calories, nearly the same as a full Big Mac Meal, which includes fries and a medium Coke.While the company may have hoped the video would build excitement around its newest heavyweight offering, it instead sparked a wave of memes, proving once again that in the age of social media, even a small bite can turn into a big moment.
