McDonald’s CEO Chris Kempczinski is facing online criticism after a promotional video of him sampling the fast-food chain’s new Big Arch Burger went viral, sparking commentary about his presentation and apparent reluctance to fully enjoy the product. The burger, featuring two quarter-pound beef patties and three slices of melted white cheddar cheese, is set to launch in the United States on Tuesday, March 3, following tests in Portugal, Germany, and Canada.
The video, initially shared in early February, shows Kempczinski examining the burger before taking a small bite and holding it up to the camera. He stated, “I love this product. It’s so good. I’m gonna do a tasting right now but I’m gonna eat this for my lunch, just so you know.” This comment, along with the size of the bite, quickly drew attention on social media platforms like Instagram and TikTok.
Users questioned the authenticity of Kempczinski’s enjoyment, with many focusing on his use of the word “product” rather than “food.” Comments ranged from questioning the genuineness of the review to parodies of the CEO’s delivery. One commenter wrote, “What’s the opposite of genuine and authentic?” Another remarked, “What a delicious product my fellow humans.”
The reaction highlights the scrutiny corporate leaders face in promotional efforts, particularly in the age of social media. A TikTok video with over 949,000 likes further amplified the criticism by mimicking Kempczinski’s review style with other McDonald’s items. Some social media users also wondered if he actually took a full bite of the burger, as USA Today reported.
The incident has been described as a “PR fiasco” by Fast Company, and has led to widespread mockery of the CEO’s presentation. Newsweek also noted the online backlash, with users criticizing Kempczinski’s “corporate delivery and language.”
McDonald’s has not yet publicly responded to the criticism. The launch of the Big Arch Burger represents the company’s latest effort to attract customers with a larger menu offering, and the viral reaction underscores the challenges of navigating public perception in the digital era.
