McDonald’s is back in the spotlight after a moment involving its CEO caught viewers’ attention and quickly spread online. Now the conversation isn’t just about one burger, but about authenticity, and what people expect to see from the leaders behind the brands they trust.
Who is the McDonald's CEO?
The CEO of McDonald’s is Chris Kempczinski, who has led the company since 2019 and also serves as its chairman. He took over the top job after a leadership change at the end of 2019 and has been responsible for guiding McDonald’s strategic direction, including global growth initiatives and brand engagement.
What is the Big Arch Burger?
The Big Arch Burger is a newer sandwich from McDonald's designed to stand out from its standard lineup. It features two 100% beef patties layered with three slices of white cheddar cheese, fresh lettuce, pickles, and a mix of crispy and raw onions. The burger is finished with a creamy, tangy Big Arch sauce and served on a toasted sesame-and-poppy-seed bun.
Marketed as a heartier, more indulgent option, the Big Arch has rolled out in select international markets before expanding more widely, positioning it as one of the chain’s boldest menu additions in recent years.
What happened
In a recent video, the CEO of McDonald's filmed himself preparing to try the Big Arch Burger, setting up what he framed as a first bite moment.
Saying he “loves this product,” he told viewers he planned to do a quick taste test, noting that he would save the rest for lunch later. He began by reacting to the burger’s size and presentation. “Holy cow. God, that is a big burger,” he said, angling the box toward the camera to give viewers a clear look.
As he described it, his commentary drew attention. He referred to the bun as a “unique kind of sesame, poppy sort of bun,” a description some viewers later said sounded uncertain, as though he were trying to identify the ingredients in real time. He went on to mention the two quarter-pound patties, the Big Arch sauce and lettuce, before summing it up with, “There’s so much going on with this.”
Throughout the clip, however, he repeatedly called the burger a “thing” and a “product,” language that struck some viewers as more corporate than enthusiastic, especially for a menu item meant to generate excitement.
Even picking it up appeared to take some effort. He adjusted his grip, turned it slightly and, in the process, noticed additional toppings such as crispy onions.
When he announced “the moment of truth,” he took what appeared to be the smallest possible bite and immediately declared it “so good,” later describing it as a “delicious product.”
As he continued explaining the “product” while holding it up to the camera, it was clear that barely any of it was missing. The bite was so minimal that it would have been difficult to meaningfully assess its flavor or texture.
The reactions
Readers from Reddit took to their keyboards and screens to give their thoughts on the viral video.
One person said, "My toddler who survives on air, yogurt covered fruit snack, and a prayer would have taken a bigger bite than that."
It was a small bite that he took. Maybe he takes small bites, or maybe he wanted to make sure that he wasn't going to have food all over his face as he pulled the burger away.
Someone else said, "Yeah, I don't think he necessarily disliked it. He was weird and uncomfortable from the get go."
The video did feel rehearsed, but to be fair, there are a lot of people that just don't do well in front of a camera.
Another wrote, "Business people call everything product, and sometimes it seeps into the marketing."
Another pointed out, "If this is the clip that they decided to post, I can only imagine the outtakes."
You never know. Maybe they'll have a blooper burger video where they post everything that didn't make the cut.
Someone put out this statement. "Most CEOs are not customers of their own company."
While there were no facts or data to back it up, it's an interesting talking point to consider when watching CEO's post about new or current food products at their restaurants. Burger King's CEO recently released a video about the updated Whopper burger as well.
Why this matters
In the past, corporate messaging was filtered through polished ads and carefully scripted interviews. Now, short-form video puts executives directly in front of consumers, often in informal settings that feel more personal and less controlled. That shift raises expectations. Audiences want authenticity and a sense that leadership genuinely stands behind the products being sold.
It also reflects a bigger tension between corporate language and consumer culture. Words like “product” make sense in a business context. Online, they can feel detached when applied to something as familiar and everyday as a burger. That gap between boardroom vocabulary and customer experience is where much of the reaction lives.
Finally, it underscores how quickly narratives form. A small hesitation or a single phrase can shape public conversation. For major brands, perception can influence everything from loyalty to long-term trust. In a competitive fast-food landscape, even small moments of disconnect can become talking points.
The viral clip is about how modern audiences evaluate credibility. In today’s environment, leadership visibility is part of the marketing strategy, whether companies intend it to be or not.
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