McDonald's chief executive Chris Kempczinski has attributed the online mockery he received for a promotional video to his mother's etiquette advice. In a February clip, Kempczinski took a small bite of the new Big Arch burger, prompting ridicule on social media.
Speaking to the Wall Street Journal earlier this month, Kempczinski said he was following his mother's counsel not to talk with his mouth full. 'I blame it all on my mom,' he told columnist Tim Higgins. He then recorded a second video eating a chicken nugget, which also drew criticism.
Social media users were unimpressed, with one Instagram user noting the latest bite 'was worse than the burger one'. On TikTok, a viewer asked, 'Why does he make it look painful?' Others suggested the CEO appeared reluctant to eat his own company's products.
Business leaders increasingly feature in social media campaigns, but missteps can invite digital mockery. Despite the negative reactions, McDonald's shares have risen around 3% over the past year, according to Business Insider.
