McDonald’s CEO’s Viral Burger Tasting: A Recipe for Mockery

Why this matters: The incident highlights the risks business leaders face when trying to connect with audiences on social media. Authenticity is key, and anything perceived as forced can backfire.

The video, posted in February 2026, shows Kempczinski introducing and tasting the new Big Arch burger. However, his hesitation and description of the burger as a "product" rather than food drew immediate criticism. Commenters mocked his small bite and seemingly uncomfortable demeanor. The Big Arch burger, already popular in Canada and Europe, is launching in the US with 1,020 calories. The online reaction underscores the importance of authenticity in corporate social media and how quickly a seemingly harmless video can become a PR issue.

How to Prepare: For businesses, this serves as a reminder to ensure authenticity in their marketing efforts. For consumers, it's a reminder to take marketing with a grain of salt.

Who This Affects Most: This primarily affects McDonald's brand image and potentially other executives considering similar marketing tactics.

It features two quarter-pound patties, three slices of melted white cheddar cheese, crispy onions, and a signature "Big Arch" tangy sauce.

His awkward demeanor and use of the word "product" made him appear unenthusiastic about the burger.

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