McDonald's CEO Becomes Internet Punchline After Cringeworthy Burger Taste Test
McDonald's CEO Chris Kempczinski has become the latest corporate executive to face brutal online mockery after a painfully awkward taste test video went viral. The clip, which features Kempczinski sampling the chain's new Big Arch burger, has been widely ridiculed as inauthentic and cringeworthy, with many commenters suggesting it serves as unintentional advertising for rival Burger King.
The Viral Video That Sparked Widespread Ridicule
In the Instagram video shared last month but gaining significant traction over the weekend, Kempczinski attempts to showcase the "unique" qualities of McDonald's latest menu addition. Holding the substantial burger in his hands, he describes its composition in detail: "a sesame and poppy seed bun packed with two quarter-pound beef patties, crispy onions, three slices of cheese, onions, pickles, lettuce and a tangy sauce."
His delivery, however, struck viewers as painfully unnatural. "I don't even know how to attack it, there's so much to it," Kempczinski remarked before taking a bite, adding, "That's a big bite for a Big Arch. It's distinctively McDonald's. Only McDonald's could do this type of burger, but it's also unlike anything else on our menu. It's a delicious product."
Brutal Online Reactions and Comparisons
The comments section quickly filled with scathing critiques of the CEO's performance. Many pointed out his apparent discomfort while eating the burger, suggesting that dining at McDonald's might not be a regular occurrence for the multi-millionaire executive.
"What a delicious product my fellow humans!" one user sarcastically commented, mocking Kempczinski's corporate-speak delivery.
"What a great ad for Burger King," quipped another, implying the video might drive customers toward McDonald's main competitor.
Further criticism highlighted the CEO's seeming unfamiliarity with fast food. "He acts like he's never seen a burger before. Impressed by sesame seeds," observed one commenter, while another suggested, "Man's aura screams kale salad." Many declared Kempczinski a "terrible actor" in his attempt to connect with everyday consumers.
Background on the CEO and His Compensation
Chris Kempczinski has served as President and CEO of McDonald's since 2019, having joined the company in 2015 as part of its strategy team. His professional background includes roles at PepsiCo in corporate strategy and development, and at Kraft Foods as Executive Vice President of Growth Initiatives and President of Kraft International.
Despite the current video suggesting otherwise, Kempczinski has previously claimed to be a regular McDonald's customer. In a 2020 Financial Times interview, he stated he ate McDonald's twice daily while maintaining his fitness through running at least 50 miles weekly and ordering modified items like Filet-O-Fish without tartar sauce and Egg McMuffins without bacon.
While his current salary remains undisclosed, federal securities filings reviewed by Restaurant Business indicate Kempczinski earned $19.2 million in 2023 through salary, bonuses, and stock options. This represented an eight percent increase from his 2022 compensation package.
The Big Arch Burger: Availability and Corporate Strategy
The Big Arch burger launches in the United States this week as a limited-time offering, with prices varying by location between $6.89 and $10.19 for the 1,020-calorie item. McDonald's has not specified how long the burger will remain available on American menus nationwide.
Described by the company as "the most McDonald's, McDonald's burger," the Big Arch underwent testing in Canada and various European markets before becoming a permanent fixture on menus in the United Kingdom and Ireland.
During a fourth-quarter earnings call earlier this month, Jill McDonald, the chain's Global Chief Restaurant Experience Officer, explained the product's development: "We began to pilot Big Arch about a year and a half ago, and it's shown strong traction across several markets. Customers are responding to this more satisfying burger that meets demand for something heartier while still feeling distinctly McDonald's."
She added, "Its performance helped it earn a permanent spot on the U.K. menu, and we see potential to continue scaling this platform as we strengthen our position within this tier of the beef category."
The viral video controversy highlights the challenges corporate leaders face when attempting to personally promote products to mainstream audiences, particularly when their delivery appears disconnected from typical consumer experiences.
