McDonald's CEO and chairman Chris Kempczinski has become the subject of widespread online mockery following the release of a jarring promotional video. In the clip, Kempczinski attempts to showcase the fast-food giant's new Big Arch Burger, an oversized sandwich currently being tested in Portugal, Germany, and Canada ahead of its official US launch.
CEO's Awkward Presentation Draws Criticism
The video, shared last month, features Kempczinski introducing what he describes as a "quintessential McDonald's burger with a twist." Holding up the towering sandwich, he exclaims, "Holy cow. God, that is a big burger," before detailing its components: two quarter-pound patties, a signature Big Arch sauce, lettuce, crispy onions, and pickles.
However, viewers quickly focused on Kempczinski's delivery, which many described as stiff, overly polished, and robotic. His apparent struggle with how to approach the massive burger became a particular point of contention. "I don't even know how to attack it. Got so much to it," he tells the camera before taking what critics called an unusually small bite.
Social Media Reacts with Mockery
The online response was swift and merciless. One commenter bluntly stated, "He def don't eat Mcdonalds," while another mocked his cautious approach: "That was the smallest first bite I've ever seen." Many viewers suggested the CEO appeared unfamiliar with his own chain's food, with one joking, "Man's aura screams kale salad."
Others criticized the video's authenticity, with one person writing, "This was the most unnatural thing I've ever seen. We need to see less CEOs doing normal stuff. I don't like it." Another sarcastically commented, "What a delicious product my fellow humans!" highlighting the perceived disingenuous nature of the promotion.
Details of the Big Arch Burger
The Big Arch represents McDonald's most significant menu innovation in decades, featuring two beef patties, three slices of white processed cheese, both crispy and fresh onions, pickles, lettuce, and the new tangy Big Arch sauce. It marks the company's first new permanent, worldwide menu item since Chicken McNuggets debuted in 1983.
Pricing information from the McDonald's app and local menu checks indicates the burger alone will cost between approximately $7.59 and over $9. Combos with fries and a drink are expected to range from at least $11 to more than $13 at some locations.
Corporate Response and Launch Details
Despite the negative reception to the promotional video, McDonald's is proceeding with the US launch scheduled for Tuesday, March 3. Kempczinski concluded his controversial video by saying, "I'm gonna enjoy the rest of my lunch, but Big Arch, try it when you can get it."
The incident highlights the challenges corporate executives face when attempting to connect with consumers through social media promotions. While intended to generate excitement for the new product, the video instead sparked a wave of criticism questioning the authenticity of corporate leadership in food marketing.
