"I don't even know how to attack it. God, so much to it," Kempczinski says in the clip. One small nibble later, the chief executive promises viewers he will "enjoy the rest of [his] lunch" off-screen, adding, "that's a big bite for a Big Arch.""
"This man does not eat McDonald's," comedian Garron Noone quipped in a TikTok video that has racked up over 10 million views. Others commented that the CEO looks more likely to eat a salad than one of his chain's burgers."
"Archrival Burger King seized on the moment immediately, posting a 13-second video of its president, Tom Curtis, taking a large bite of a Whopper. "Thought we'd replay this," the caption reads."
McDonald's CEO Chris Kempczinski posted a promotional video in early February showcasing the new Big Arch Burger, a 1,020-calorie sandwich. During the video, Kempczinski took only a small bite of the burger, stating he would finish eating off-camera. The video went largely unnoticed initially but weeks later became viral fodder for social media creators and comedians who mocked the CEO's reluctant consumption, suggesting he doesn't actually eat McDonald's food. Burger King immediately capitalized on the moment by posting a video of its president taking a large bite of a Whopper, framing it as a direct comparison. Other competitors including A&W Restaurants and Wendy's followed with their own satirical taste-test spoofs, turning the marketing moment into a public relations challenge for McDonald's.
#viral-marketing-mishap #ceo-promotional-video #fast-food-competition #social-media-backlash #competitor-response
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