When the CEO of McDonald’s takes a bite of a new menu item, the internet is bound to react. That is exactly what happened when Chris Kempczinski shared a video of himself trying the chain’s latest permanent addition, the Big Arch burger.
Kempczinski, who has led the company since 2019, posted the clip to Instagram, where he has built a following of more than 81,000 users. The video, originally shared in early February, gained traction weeks later and racked up more than 3.5 million views as viewers weighed in on his reaction.
In the clip, the executive describes the Big Arch burger in detail before taking a bite. The sandwich features two quarter-pound beef patties, three slices of white cheddar cheese, crispy onions and a tangy signature sauce created specifically for the new item.
While the video was intended to highlight the product’s appeal, many viewers focused on something else entirely.
Viewers question the CEO’s enthusiasm
Social media users quickly flooded the comment section, dissecting Kempczinski’s demeanor and the size of his first bite. Some viewers noted that he repeatedly referred to the burger as a product rather than simply calling it food, a detail that sparked playful criticism.
Others commented on what they described as hesitation before his first bite, suggesting that he did not appear entirely comfortable tackling the large sandwich. Several users joked that his cautious nibble did not match the excitement typically associated with a highly anticipated menu launch.
The speculation intensified as more users chimed in, questioning whether the CEO truly enjoys the chain’s offerings. Kempczinski has previously said in other social posts that he eats McDonald’s multiple times per week, but that did little to quiet online debate.
The conversation reflects a broader trend in which corporate leaders increasingly use social media to connect directly with customers. While these efforts can humanize executives and build brand loyalty, they can also invite scrutiny when reactions appear overly polished or slightly awkward.
A major menu moment for McDonald’s
Despite the online chatter, the Big Arch burger represents a significant milestone for the company. The sandwich first launched in the United Kingdom and Ireland in January 2026 and is now rolling out in the United States.
According to company information, the Big Arch marks McDonald’s first new permanent global menu item since Chicken McNuggets debuted in 1983. That distinction alone places pressure on the release to resonate with customers across markets.
The introduction of a new core menu item is rare for the brand, which typically relies on limited-time offers to drive excitement. By making the Big Arch a permanent addition, the company is signaling confidence in its long-term appeal.
Social media and executive visibility
Kempczinski’s growing online presence highlights how business leaders are increasingly stepping into public-facing roles beyond earnings calls and corporate statements. On Instagram, he shares behind-the-scenes glimpses of company operations, industry insights and product promotions.
However, the viral response to his Big Arch tasting shows how quickly such content can take on a life of its own. What may have been intended as a straightforward promotional video turned into a broader discussion about authenticity and corporate messaging.
As McDonald’s continues its global rollout of the Big Arch burger, the online buzz may ultimately serve as free publicity. Viral moments, even those rooted in skepticism, often boost visibility for new products.
Whether viewers were convinced by the CEO’s reaction or not, one thing is clear: the Big Arch burger has people talking.
Source: Daily Mirror.
Leave a Reply