"Viewers mocked his buttoned-up delivery, his modest mouthful, and zeroed in on one word in particular: his description of the double-patty indulgence as a 'product.' Memes painted him as overly corporate and detached, more boardroom than drive-thru, and questioned whether he actually enjoyed the burger he was promoting."
"In the days since the clip went viral, rival CEOs from fast-food giants like Burger King to smaller chains like Ohio-based Gold Star Chili have posted their own taste-test videos, leaning hard into casual, messy, seemingly 'authentic' reactions. What began as viral cringe quickly morphed into a broader battle over who could sell fast food with the most believable enthusiasm."
"Mike Perry, founder of creative agency Tavern, told Business Insider that while its competitors began scrambling to win a carefully curated authenticity contest, McDonald's may be the real winner simply for commanding the spotlight. To him, the bigger question is why so many fast food CEOs are trying to be consumer-facing in the first place."
McDonald's CEO Chris Kempczinski's taste test video of the new Big Arch burger drew widespread mockery for his corporate delivery, small bite, and calling the burger a 'product.' The viral clip prompted rival fast-food CEOs from Burger King, Gold Star Chili, and other chains to post their own taste-test videos with casual, messy reactions to appear more authentic. Industry experts note that while competitors scrambled to win a relatability contest, McDonald's gained the most from the spotlight. Experts caution that CEOs attempting consumer-facing content risk appearing inauthentic unless executed with genuine intention, as audiences quickly detect forced relatability.
Read at Business Insider
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