A video of McDonald’s president and CEO Chris Kempczinski attempting to taste the company’s new Big Arch burger has gone viral, drawing widespread mockery online for his apparent lack of enthusiasm. The clip, originally posted in February, gained traction over the weekend, prompting criticism of both Kempczinski’s presentation and his assessment of the product.
In the video, Kempczinski describes the Big Arch, which features two quarter-pound beef patties, three slices of melted white cheddar, crispy onions, and a “Big Arch” sauce, as a “product” – a term that drew immediate comment from viewers. He states, “I’m going to do a tasting right now, but I’m going to eat this for my lunch, just so you know,” before cautiously examining the burger and admitting, “I don’t even know how to attack it, there’s so much to it.” He then takes a small bite, displaying the minimal indentation to the camera.
Social media users quickly responded, with many questioning the authenticity of Kempczinski’s enjoyment. Comments highlighted the small size of the initial bite and the perceived awkwardness of the presentation. One user remarked that Kempczinski’s “aura screams kale salad,” while another noted it was “the smallest first bite I’ve ever seen.” The CEO’s use of the term “product” similarly drew criticism, with one commenter stating it was “scary” to hear that terminology applied to food.
The viral video comes as business leaders increasingly attempt to connect with audiences through social media, a strategy that can backfire if perceived as inauthentic. The Hindustan Times reported that the video has also sparked discussion about Kempczinski’s salary and net worth, though details were not provided in the report.
The Big Arch burger is scheduled for a limited-time nationwide launch in the US on March 3. Kempczinski assumed the role of president and CEO in 2019, succeeding Steve Easterbrook, who was terminated following the disclosure of an inappropriate relationship with an employee. Easterbrook later faced further scrutiny, being fined $400,000 by the US Securities and Exchange Commission in 2023 for concealing the full extent of his misconduct, according to reports.
McDonald’s has not responded to requests for comment regarding the viral video or the online reaction to Kempczinski’s taste test.
