Big Arch Burger: McDonald’s CEO’s Viral Video Sparks Criticism
Business leaders are increasingly stepping into the spotlight, aiming to connect with a social media-driven audience. While some attempts resonate, others… don’t. Chris Kempczinski, President and CEO of McDonald’s, recently found himself on the receiving end of online ridicule following a viral video promoting the new ‘Big Arch‘ burger.
The video, initially posted in February but gaining traction over the weekend, features Kempczinski attempting to showcase his enthusiasm for the Big Arch. However, his awkward delivery and seemingly forced enjoyment have become a source of amusement and criticism across social media platforms.
What’s the Big Arch?
Kempczinski describes the Big Arch as a “product” – an unusual term for a sandwich – consisting of two quarter-pound beef patties, three slices of melted white cheddar cheese, crispy onions, and a signature tangy “Big Arch” sauce. He announced his intention to eat the burger for lunch, but his initial reaction raised eyebrows.
“I’m going to do a tasting right now, but I’m going to eat this for my lunch, just so you know,” Kempczinski stated before cautiously examining the burger. “I don’t even know how to attack it, there’s so much to it.” He then took a remarkably small bite, showcasing the minimal indentation on the burger to the camera.
The Internet Reacts
Commenters were quick to point out the apparent lack of genuine enthusiasm. One user remarked, “Man’s aura screams kale salad.” Another noted, “That was the smallest first bite I’ve ever seen.” The CEO’s use of corporate jargon also drew criticism, with one commenter stating, “It scares me when you call the food ‘product.’” A Reddit user bluntly advised, “If McDonald’s cares about its future, they need to make sure [Kempczinski is] anywhere but in front of a camera.”
The Big Arch burger is set to launch nationwide in the US for a limited time, beginning on March 3rd. Whether the viral video will impact sales remains to be seen.
Background on Kempczinski and McDonald’s
Kempczinski assumed the role of President and CEO of McDonald’s in 2019, succeeding Steve Easterbrook, who was terminated due to a relationship with a senior employee. In 2023, Easterbrook faced a $400,000 fine from the US Securities and Exchange Commission (SEC) for concealing the full extent of his misconduct. The Guardian provides further details on this case.
McDonald’s has not yet responded to requests for comment regarding the viral video.
Source: The Guardian
