McDonald’s Big Arch Burger Sparks Fast-Food Social Media War
McDonald’s CEO Chris Kempczinski’s video showcasing a taste test of the new Big Arch burger has unexpectedly triggered a full-blown social media war with rival fast-food chains. As the March launch of McDonald’s largest burger to date approached, the February video of Kempczinski taking a bite surfaced, quickly becoming a viral sensation – and a target for competitors.
“I love this product,” Kempczinski declared in the clip, adding, “It is so good. I’m gonna do a tasting right now, but I’m gonna eat this for my lunch, just so you know.” However, as Inc. pointed out, viewers quickly noticed the CEO’s rather… restrained, single bite from the XXL burger during the 81-second video.
Competitors Pounce
Burger King and Wendy’s were quick to capitalize on the perceived fumble. Both brands released their own videos featuring their executives enthusiastically devouring their respective burgers, subtly mocking Kempczinski’s cautious approach. McDonald’s attempted to regain control of the narrative with an Instagram post playfully referencing the incident, echoing the CEO’s description with the caption, “take a bite of our new product.”
But the competition wasn’t letting up. Jack in the Box posted a video of its Jack mascot proclaiming, “Small bites? We don’t do that here.” A&W Canada chimed in with a TikTok featuring a taste tester, Allen Lulu, enjoying a Teen Burger and inviting Kempczinski to lunch. Freddy’s Frozen Custard and Steakburgers CEO, Chris Dull, followed suit with an Instagram video showcasing his enthusiastic burger consumption throughout the day.
The Battle Escalates
The online food fight quickly expanded beyond burgers. Wendy’s announced a contest for a Chief Tasting Officer with a $100,000 salary, prompting a sharp response from Popeyes on X (formerly Twitter): “they really do need to hire someone to taste their food to be fair.” Wendy’s retorted with a playful jab, calling Popeyes “Flopeyes.” Popeyes fired back, suggesting Wendy’s new hire might be needed for a better “comeback.”
The conversation then shifted to biscuits, with Church’s Chicken questioning Popeyes’ biscuit quality, leading to a heated exchange and nearly 1,000 comments. Kentucky Fried Chicken (KFC) joined the fray, with U.S. President Catherine Tan-Gillespie stating, “I’ve been seeing a lot of CEOs talking about burgers lately … good for them. At KFC, we’ll leave the beef to the boys. No products – just finger lickin’ good chicken.” She then proceeded to take a large bite of a KFC Chicken Sandwich.
This unexpected social media battle has proven to be a masterclass in brand engagement and quick-witted marketing, all sparked by a single, somewhat underwhelming, burger bite. It demonstrates the power of social media to amplify even the smallest moments into major brand interactions.
Mike Snider is a national trending news reporter for USA TODAY.
