McDonald’s CEO Chris Kempczinski is explaining the awkward moment that turned his promotional taste test of the new Big Arch burger into an online punchline.
In a video posted to Instagram on February 4, Kempczinski sampled the premium burger ahead of its nationwide launch. Viewers immediately zeroed in on his noticeably small bite and somewhat stiff delivery as he described the item as a “product.”
The clip quickly went viral with millions of views, drawing mockery and even playful jabs from rival fast-food executives.
Kempczinski addressed the backlash for the first time in a recent interview with The Wall Street Journal. He traced the cautious nibble back to a simple lesson from his mother. “I blame it all on my mom, because she told me, ‘Don’t talk with your mouth full,’” he said. “And I think probably in that case I should have just said, ‘You know what? To hell with it. I’m gonna go talk with my mouth full.’”
The Big Arch, featuring two quarter-pound beef patties, officially hit menus on March 3 as a limited-time offering. McDonald’s positioned it as one of its largest and boldest burgers yet.
Despite the online roasting, Kempczinski sees a silver lining. He told the Journal the heavy conversation helped drive awareness for the new item at a time when consumers heavily influence brand perception through social media. “For me, it was one of those things where it’s great that people are talking about the Big Arch,” he added, noting that succeeding in today’s digital landscape requires a thick skin.
The episode underscores the tightrope executives walk when stepping in front of the camera for real-time marketing in the age of instant online feedback. McDonald’s has continued rolling out new menu items and promotions as it competes in a crowded fast-food market.
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Kempczinski addressed the backlash for the first time in a recent interview with The Wall Street Journal.
Kempczinski addressed the backlash for the first time in a recent interview with The Wall Street Journal.
