McDonald's CEO and chairman Chris Kempczinski became the subject of widespread online ridicule after posting a promotional video of himself attempting to eat the company's new Big Arch Burger.
Kempczinski shared the video last month to build excitement ahead of the burger's U.S. launch on Tuesday, March 3, but viewers seized on what they perceived as his awkward and inauthentic interaction with the product. The Big Arch is being described as the first new permanent, worldwide menu item since Chicken McNuggets launched in 1983, and it is currently being tested in Portugal, Germany, and Canada.
According to the Daily Mail, the video quickly became a case study in corporate messaging gone sideways, drawing pointed commentary from viewers who questioned whether the CEO had ever actually eaten at his own restaurants. The reaction raises a broader question worth considering: how much does executive authenticity matter when the product itself is supposed to do the talking?
In the clip, Kempczinski introduced himself casually. "Chris Kay here with, you've heard about it, here it is, the Big Arch," he said, holding the sandwich up to the camera. His tone was upbeat, but what followed struck many viewers as stilted.
"Holy cow. God, that is a big burger," Kempczinski remarked before describing the contents: "two quarter-pound patties, a delicious Big Arch sauce, and of course, some lettuce." The burger also includes three slices of white processed cheese, according to the product description.
When it came time to actually take a bite, the CEO appeared to hesitate. "I don't even know how to attack it. Got so much to it," he said. After finally biting in, he offered his verdict: "Mm, that is so good. That's a big bite for a Big Arch."
Viewers quickly piled on. "He def don't eat McDonald's," one commenter wrote, capturing a sentiment echoed across social media. Another noted, "That was the smallest first bite I've ever seen."
Some took a more philosophical approach to the cringe factor. "This was the most unnatural thing I've ever seen. We need to see fewer CEOs doing normal stuff. I don't like it," one viewer commented. The consensus was clear: the performance felt forced.
Perhaps the most cutting remark came from a commenter who wrote, "Man's aura screams kale salad." Others leaned into sarcasm, with one posting, "What a delicious product my fellow humans!" and another simply asking, "What's the opposite of genuine and authentic?"
Beyond the viral moment, there is a real product launching into a market where consumers are increasingly price-sensitive. The Big Arch is expected to be priced between about $7.59 and more than $9 on its own, according to menu checks cited by Cheapism. That is not trivial for a fast-food sandwich.
A combo with fries and a drink has been predicted to cost at least $11, with some locations potentially charging more than $13. For a chain that built its empire on affordability, those numbers invite scrutiny. In an era of persistent food inflation, pricing a new flagship item at the upper end of the menu is a bet on brand loyalty over value perception. Kempczinski closed the video by saying, "I'm gonna enjoy the rest of my lunch, but Big Arch, try it when you can get it." Whether consumers will pay premium prices for a burger promoted by a CEO who appeared uncomfortable eating it remains an open question.
There is a useful takeaway here for investors and market watchers. Executive-led promotional content is a growing trend across industries, but it carries risk. When a CEO looks like a fish out of water, consuming his own product, it does not exactly inspire confidence in the brand's connection to its customer base.
McDonald's has historically succeeded by understanding its core audience — budget-conscious families and individuals who want a quick, reliable meal. The Big Arch represents an attempt to compete in the premium burger space, a category dominated by chains that have carved out loyal followings of their own. Whether a $9-plus sandwich can deliver on that ambition will depend more on taste and repeat purchases than on any viral video.
For now, the Big Arch will be available in U.S. stores starting Tuesday, March 3. The product may well succeed on its own merits. But the promotional rollout serves as a reminder that in the age of social media, authenticity is not optional — and consumers can smell a scripted moment from a mile away, even through their screens.