McDonald's CEO Burger Tasting Video Sparks Online Discussion and Fast-Food Rivalry

A video featuring McDonald's CEO and President Chris Kempczinski tasting the company's new "Big Arch burger" generated significant online discussion over a recent weekend. This initial buzz led to subsequent social media interactions among fast-food competitors including Burger King and Wendy's. The Big Arch burger launched on March 3 for a limited time in the U.S.

McDonald's CEO Unveils 'Big Arch Burger'

In February, McDonald's CEO and President Chris Kempczinski posted a video on social media showcasing his tasting of the company's new "Big Arch burger." The video quickly gained significant attention.

"I’m going to do a tasting right now, but I’m going to eat this for my lunch, just so you know." - Chris Kempczinski

The Big Arch burger is described as containing two quarter-pound beef patties, three slices of melted white cheddar cheese, crispy onions, and a "Big Arch" tangy sauce. During the video, Kempczinski commented on the burger's size, saying, "I don’t even know how to attack it, there’s so much to it." He then took a small bite and displayed it to the camera.

The Big Arch burger was scheduled for a limited-time nationwide launch in the U.S. starting March 3.

Online Reception and Brand Engagement

The CEO's video prompted immediate commentary from online users. Many noted aspects such as the unusually small bite taken by Kempczinski and his use of corporate terminology throughout the tasting. Even the carmaker Mini Cooper's Instagram account posted a comment on the video, indicating its broad reach.

McDonald's did not respond to a request for comment regarding the video's reception.

Competitors Weigh In

Following the McDonald's video, other fast-food brands quickly engaged in related social media activity, intensifying the discussion.

Burger King's Response

Burger King was among the first to react, commenting directly on McDonald's video with a concise jab:

"we couldn't finish it either."

This comment alone received approximately 71,000 likes, highlighting its resonance with online users.

On March 3, the very day the Big Arch burger was released, Burger King posted its own video on Instagram. This featured its president, Tom Curtis, eating a Whopper cheeseburger. A Burger King spokesperson clarified that this video was not a direct reaction to McDonald's, describing the timing as coincidental. The spokesperson stated it was part of ongoing efforts to highlight the Whopper and Curtis's customer engagement within a broader marketing strategy.

Wendy's Post

The day after the Big Arch launch, on March 4, Wendy's U.S. president also posted a video on LinkedIn. This video showed the consumption of one of their burgers, accompanied by a clear statement:

"Lots of chatter this week about burgers. Thought we’d remind everyone what fresh, never frozen tastes like."

This post subtly but directly referenced the ongoing online "chatter" while emphasizing Wendy's long-standing differentiator.

McDonald's Follow-Up

In a move that acknowledged the online discourse, McDonald's later posted an image of its new Big Arch burger on its Instagram account. The accompanying caption suggested a degree of self-awareness regarding the video's reception.

"Take a bite of our new product. Can’t believe this got approved."