Liputan6.com, Jakarta - A promotional video featuring McDonald's CEO Chris Kempczinski sampling the new "Big Arch" burger has become the subject of online ridicule in various social media platforms.
Originally posted to Kempczinski's Instagram in late February 2026, the video quickly spread across Instagram, X, Reddit, and TikTok over the weekend of March 1-2, 2026.
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While intended to promote the new product, the video instead drew criticism and parody for being awkward and insincere, made many people questioned the authenticity of Kempczinski's expression and demeanor while trying the burger.
Many comments highlighted the CEO's small bite and repeated use of the word "product" to refer to the burger.
McDonald's Big Arch Burger 'Awkward' Promotional Video
This buzzworthy video aims to promote the "Big Arch" burger, which will launch nationwide in the United States on March 3, 2026.
The burger is described as one of McDonald's biggest offerings yet, featuring two quarter-pound beef patties, three slices of melted white cheddar cheese, crispy onions, and the signature tangy Big Arch sauce.
Prior to its US launch, the "Big Arch" burger was trialed in several other countries, including Portugal, Germany, and Canada.
In the approximately 30-second video, Kempczinski introduces the burger as a limited-time launch item in the US.
He states, "I love this product. It's really good," while gently tapping the wrapped burger before unwrapping it.
Kempczinski also said, "I'm going to do a tasting now, but I'm going to eat this for lunch, just so you know."
However, he appeared hesitant looking at the burger, saying, "I don't even know how to attack it, there's so much in it."
He then took a small bite from the burger, which many viewers described as very small and careful, barely making a dent in the large burger.
One of the most widely criticized points was Kempczinski's repeated use of the word "product" to refer to the burger.
Wave of Online Ridicule
Many social media users mocked Kempczinski's extremely small bite, questioning whether he actually enjoyed the burger or even finished it.
Comments such as "That was the smallest first bite I've ever seen" were common.
Comments like "It's scary when you call food a 'product'" demonstrated the public's discomfort with corporate language applied to food.Viewers also found Kempczinski's performance stiff, insincere, and uncomfortable.
One commented, "That guy's aura screams kale salad," implying that the clean-cut executive would be better suited to healthy food than fast food.
Others called him "robotic" and "the most unnatural thing I've ever seen," altogether questioning Kempczinski's authenticity and whether he was actually eating McDonald's food.
Viral Impact and Competitor Response
The awkward video quickly sparked a wave of parodies on TikTok and other platforms, with many users imitating Kempczinski's style and small bites.
McDonald's competitors also joined in on the incident.
Burger King released a TikTok video featuring its US & Canada president, Tom Curtis, taking a large bite out of a Whopper, clearly dissing Kempczinski.
Burger King's UK Instagram account also commented on Kempczinski's video, "We can't finish it either," adding to the heated rivalry.
Despite the online backlash and mockery from competitors, McDonald's proceeded with the launch of its "Big Arch" burger as planned.