Summary
McDonald’s CEO Chris Kempczinski recently shared a video of himself trying the company’s new Big Arch burger. What was meant to be a simple promotion quickly turned into a viral moment as people mocked his small, hesitant bite of the large sandwich. While competitors like Burger King and Wendy’s used the video to poke fun at McDonald’s, the event actually helped the CEO grow his social media following and brought massive attention to the new product. Despite the jokes, the burger is selling well and the company’s stock remains at record highs.
Main Impact
The viral video shows how risky it can be for top bosses to act as social media influencers. A single awkward moment can lead to millions of people questioning if a leader actually uses their own products. However, the massive reach of the video proved that even a "fail" can be good for business. It kept McDonald’s at the center of online conversations and helped the CEO connect with a much younger audience than traditional corporate ads usually reach.
Key Details
What Happened
In early February, Chris Kempczinski posted a video on Instagram to show off the Big Arch burger. The burger is a massive meal with two beef patties and 1,020 calories. In the clip, the CEO looked unsure of how to eat it, saying he didn't know how to "attack" the sandwich. He took a very small bite and told viewers he would finish the rest of his lunch off-camera. This led to a wave of memes, with many people joking that the CEO looks like he prefers salads over fast food.
Important Numbers and Facts
The video was a huge hit online, even if people were laughing at it. It gained nearly 11 million views on Instagram and helped the CEO’s follower count grow by 30%. The Big Arch burger itself contains about two-thirds of the calories an average adult needs in a whole day. On the business side, McDonald’s stock hit a record high of $341 in late February 2026, and the company reported that early sales of the new burger are better than they expected.
Background and Context
For a long time, CEOs stayed behind the scenes and let marketing teams handle the public. Today, that has changed. Many leaders are now expected to post videos, share advice, and show their personal lives on sites like LinkedIn and Instagram. This helps build trust with customers and workers. Research shows that most people are more likely to trust a company if its leaders are active on social media. Kempczinski has been doing this since 2020, often filming videos on his phone to make them feel more real and less like a polished commercial.
Public or Industry Reaction
Other fast-food giants did not miss the chance to join the fun. Burger King posted a video of its president taking a huge bite of a Whopper, clearly making fun of the small bite taken by the McDonald’s CEO. Wendy’s also joined in, showing its own leader eating a Baconator and saying their bosses don't have to "pretend" to like the food. Wendy’s even announced they would pay someone $100,000 a year to be a "Chief Tasting Officer" and review their food on video. Despite the teasing, McDonald’s responded with its own joke on Instagram, admitting they couldn't believe the video was approved for posting.
What This Means Going Forward
This event shows that "CEO influencers" are here to stay, but they must be careful. If a leader seems fake, the public will notice immediately. We have seen this before, such as when the head of Chipotle faced anger for suggesting customers just give workers a "look" to get more food. On the other hand, Red Lobster’s new CEO has used social media to help the chain recover after it went bankrupt. For McDonald’s, the lesson is that being human and making mistakes can sometimes be more effective than a perfect ad campaign, as long as the customers keep buying the food.
Final Take
While the CEO’s burger taste test became a joke, it was a win for the brand’s visibility. In a world where everyone is fighting for attention, an awkward video that gets 11 million views is often better than a boring one that no one watches. McDonald’s continues to dominate the market, proving that a little bit of social media teasing won't stop the company's growth as long as the business stays strong.
Frequently Asked Questions
Why did the McDonald’s CEO video go viral?
The video went viral because the CEO took a very small, hesitant bite of a large burger, leading many people to joke that he does not actually enjoy the food his company sells.
How did other fast-food companies respond?
Competitors like Burger King and Wendy’s posted their own videos showing their leaders taking large bites of burgers to show they truly enjoy their products.
Is the Big Arch burger selling well?
Yes, despite the social media mockery, McDonald’s reports that early sales of the Big Arch burger are beating their expectations and the company's stock price recently hit a record high.