Share and Follow
Chris Kempczinski, the CEO and chairman of McDonald’s, found himself at the center of online ridicule following the release of a promotional video where he samples the fast-food giant’s new Big Arch Burger.
Last month, Kempczinski unveiled the video to introduce the massive burger, which is currently being trialed in Portugal, Germany, and Canada before its anticipated release in the United States on Tuesday.
Viewers were quick to poke fun at the CEO for taking a minuscule bite and then seemingly grimacing, with some suggesting his reaction implied he “definitely doesn’t eat at McDonald’s.”
In the clip, Kempczinski, who introduced himself as “Chris Kay,” excitedly presents the burger with the words, “You’ve heard about it, here it is, the Big Arch.”
As he showcased the towering creation, previously described as a “quintessential McDonald’s burger with a twist,” he remarked with amazement, “Holy cow. God, that is a big burger.”
The executive described the burger as featuring ‘two quarter pound patties, a delicious Big Arch sauce, and of course, some lettuce,’ along with crispy onions and pickles.
He appeared to struggle with how to approach the sandwich, telling viewers: ‘I don’t even know how to attack it. Got so much to it.’
After taking a small bite, Kempczinski said: ‘Mm, that is so good. That’s a big bite for a Big Arch.’
McDonald’s CEO and chairman Chris Kempczinski has been mocked online after posting a promotional video of himself trying the chain’s new Big Arch Burger
The supersized burger features two beef patties, cheese, onions, pickles, lettuce and a new signature sauce, and is expected to be priced above standard menu items
He added that the burger was ‘distinctively McDonald’s’ and called it ‘a delicious product’ before telling customers to try it ‘when you can get it.’
Viewers quickly ridiculed the video, mocking Kempczinski’s stiff, overly polished delivery and saying he came across as robotic and disingenuous, with many suggesting the McDonald’s boss looked unfamiliar with the chain’s food.
‘He def don’t eat Mcdonalds,’ one commenter wrote.
Another mocked the executive’s cautious first bite, writing: ‘That was the smallest first bite I’ve ever seen.’
Others said the clip felt staged and unnatural.
‘This was the most unnatural thing I’ve ever seen. We need to see less CEOs doing normal stuff. I don’t like it,’ one person wrote.
Another joked: ‘Man’s aura screams kale salad.’
One commenter sarcastically wrote: ‘What a delicious product my fellow humans!’
Another added: ‘What’s the opposite of genuine and authentic?’
The video drew a wave of critical comments, with many viewers mocking Kempczinski for taking what they described as an unusually small bite of the oversized burger
McDonald’s CEO Chris Kempczinski has described the Big Arch as a ‘quintessential McDonald’s burger with a twist’ as the fast-food giant prepares to roll out its biggest burger yet
A viral image shared in the comments showed a cartoon character spitting out a burger, suggesting Kempczinski looked uncomfortable eating the meal.
Kempczinski ended the video by telling viewers: ‘I’m gonna enjoy the rest of my lunch, but Big Arch, try it when you can get it.’
The Big Arch is a new, supersized burger featuring two beef patties, three slices of white processed cheese, crispy and fresh onions, pickles, lettuce and a brand-new tangy ‘Big Arch’ sauce.
Screenshots of the McDonald’s app shared on social media, and checks of local menus by Cheapism, show the burger priced between about $7.59 and more than $9 on its own.
A combo with fries and a drink has been predicted to cost at least $11, with some locations listing it for more than $13.
The new product will be available in US stories on Tuesday, March 3.
It is McDonald’s first new permanent, worldwide menu item since Chicken McNuggets launched in 1983.