The rollout of McDonald’s new Big Arch burger, set to debut across the U.S. On March 3, has been overshadowed by a viral video featuring CEO Chris Kempczinski’s awkward attempt to consume the supersized sandwich. The video, initially posted last month, shows Kempczinski struggling to take a substantial bite of the burger, repeatedly referring to it as a “product,” and ultimately consuming only a compact portion.
Kempczinski enthusiastically introduced the Big Arch, describing it as “so good” and noting “so much going on” with the burger’s construction. However, his subsequent hesitation and diminutive bite sparked widespread mockery online. Musician Garron Noone’s comment, “This man does not eat McDonald’s,” quickly gained traction on social media, encapsulating the perceived disconnect between the CEO and his company’s core offering.
The Big Arch itself features two quarter-pound beef patties, three slices of white cheddar cheese, lettuce, pickles, crispy and slivered onions, and a new “Big Arch Sauce” on a sesame- and poppy-seed bun. McDonald’s has positioned the burger as a premium addition to its menu, building on its established beef-focused offerings and having already found success in international markets like the U.K. And Ireland.
The reaction to Kempczinski’s video has ignited a broader conversation about the relationship between modern CEOs and the products they sell. Critics point to a growing distance between executive leadership and the tangible experience of consuming the goods and services their companies provide. The incident has drawn comparisons to other high-profile examples, including Warren Buffett’s well-documented love of Coca-Cola and Akio Toyoda’s participation in grueling endurance races with Toyota vehicles.
Buffett’s consistent and public consumption of Coca-Cola, and his company’s substantial investment in the beverage giant, is often cited as an example of a CEO embodying his brand. Similarly, Toyoda’s hands-on involvement in Toyota’s racing program, despite its unconventional nature, demonstrated a deep understanding of his company’s products and a willingness to subject himself to the same challenges faced by its engineers and customers.
In contrast, the Kempczinski video has been interpreted as a demonstration of detachment. Observers have noted the CEO’s repeated use of the term “product” rather than “burger,” and his apparent discomfort while attempting to eat it. This contrasts sharply with the authentic enthusiasm displayed by Buffett and Toyoda.
The incident also echoes a past controversy involving Facebook CEO Mark Zuckerberg, whose use of tape to cover his laptop’s camera and microphone raised questions about his personal commitment to the privacy principles his company espoused. These instances highlight the potential for disconnect between a CEO’s public persona and their private behavior, and the scrutiny to which they are subjected.
The viral video has prompted discussion about the importance of CEOs actively engaging with their company’s products, not merely as a marketing exercise, but as a genuine demonstration of understanding and commitment. The question remains whether McDonald’s will address the fallout from the video and how Kempczinski will navigate the narrative surrounding his attempt to promote the Big Arch.
