The CEO of McDonald's was ruthlessly mocked across social media after posting a viral video of himself struggling to chomp down on a new super-sized menu item -- which he oddly called a "product" -- at the fast food chain.
The clip posted to social media last month shows McDonald's CEO and Chairman Chris Kempczinski reluctantly trying the new "Big Arch" burger, which will be released in the US on Tuesday.
"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," Kempczinski tells the camera.
CEO of McDonald
The "big burger" features "two quarter-pound patties, a delicious Big Arch sauce, and of course, some lettuce, along with crispy onions and pickles," the executive continued.
Kempczinski then struggled approach the oversized sandwich, saying he "didn't even know how to attack it," as he hesitantly lifted the burger to his mouth.
"Mmm, that is so good, that's a big bite for a Big Arch," the CEO said after taking a comically small bite and turning the burger toward the camera.
Big Arch
Users on social media immediately jumped on Kempczinski for treating the burger like a foreign object and doubted whether the CEO even enjoys chowing down on his company's menu items.
"Man's aura screams kale salad," one user commented in a reply to the video on Instagram.
"This was the most unnatural thing I've ever seen," another user mocked.
Why people are talking about it
"Why does he look like he's scared to bite it?" a third added.
Others pointed out the fast food chain boss's use of corporate talk in a clip aimed at customers.
"It Scares me when you call food 'product,'" another commenter wrote.
Why it matters
"He def don't eat Mcdonals [sic]," the most-liked comment read.
The new gargantuan burger garnered cult fandom across Canadian and European markets in 2024 and was eventually added to the permanent menu in the UK and Ireland.
The new Big Arch Burger is 1,020 calories, nearly the amount in a complete Big Mac Meal -- including both fries and a medium Coke, according to the McDonald's website.
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.
Where this fits
Location, rent and staffing shape restaurant stories long before the food does, and the operators who last are the ones who plan around all three.
Key takeaways
- The CEO of McDonald's was ruthlessly mocked across social media after posting a viral video of himself struggling to chomp down on a new super-sized menu item -- which he oddly called a "product" -- at the fast food chain
- The clip posted to social media last month shows McDonald's CEO and Chairman Chris Kempczinski reluctantly trying the new "Big Arch" burger
- "Mmm, that is so good, that's a big bite for a Big Arch," the CEO said after taking a comically small bite and turning the burger toward the camera
- "This was the most unnatural thing I've ever seen," another user mocked
- Others pointed out the fast food chain boss's use of corporate talk in a clip aimed at customers
Questions worth asking
What should you know about CEO of McDonald?
The CEO of McDonald's was ruthlessly mocked across social media after posting a viral video of himself struggling to chomp down on a new super-sized menu item -- which he oddly called a "product" -- at the fast food chain.
What happens next?
The clip posted to social media last month shows McDonald's CEO and Chairman Chris Kempczinski reluctantly trying the new "Big Arch" burger, which will be released in the US on Tuesday.
All told
Every change in the dining room eventually reaches the same test, which is whether people keep choosing it once the novelty has worn off.