"The Big Arch video was discomfiting because it broke the rules of the internet-based marketing economy that Kempczinski belongs to (whether he wants to or not). The incident is an object lesson in what happens when the logic of food influencerdom collides with the reality of running a giant business."
"Kempczinski is, by all accounts, an old-school guy: Harvard M.B.A., corporate pedigree, dorky affect, immaculate email hygiene, respectable marathon times, seriousness and diligence emanating from him like cartoon stink lines. His aura, as one commenter put it, "screams kale salad," not sloppy, thousand-calorie burger."
McDonald's CEO Chris Kempczinski released a promotional video featuring himself eating the company's new Big Arch burger. In the video, he appeared reserved and unimpressed, calling the burger a "product" and taking a small bite while declaring it "so good" without genuine enthusiasm. Online audiences and competing fast-food chains criticized his lackluster presentation, suggesting he doesn't actually eat McDonald's food. The incident exposed a conflict between corporate leadership and modern food influencer marketing expectations, which demand authentic passion and enthusiasm. Kempczinski's corporate background and polished demeanor contrasted sharply with the energetic, genuine endorsement style required for successful food marketing in the digital age.
#food-marketing #social-media-backlash #corporate-leadership #influencer-culture #brand-authenticity
Read at The Atlantic
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