McDonald's CEO Faces Backlash Over Viral Taste Test Video

Promotional clip of CEO sampling new Big Arch burger sparks debate about corporate authenticity

Published on Mar. 4, 2026

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McDonald's CEO Chris Kempczinski is facing online criticism after posting a promotional video in which he samples the fast-food chain's new Big Arch burger. The clip, which quickly went viral, shows Kempczinski describing the new menu item before taking a cautious bite, leading many commenters to accuse him of seeming hesitant and afraid of the food, and of referring to it as a "product" in a corporate manner.

Why it matters

The backlash highlights ongoing debates about corporate marketing tactics and the public's desire for more authentic, transparent engagement from business leaders. As McDonald's rolls out a new high-calorie menu item, the viral video has sparked discussion about the company's approach to promoting its products.

The details

In the video shared on Instagram, Kempczinski remarks on the size of the Big Arch burger and praises it, but many online commenters mocked what they perceived as a very small bite and the executive's repeated use of the word "product" to describe the sandwich. Critics compared the moment to a GIF of Squidward hesitantly trying a Krabby Patty for the first time, with some suggesting Kempczinski may have spit out the bite and edited the footage.

  • The video was shared on Instagram by CEO Chris Kempczinski on March 4, 2026.

The players

Chris Kempczinski

The CEO of McDonald's who posted the viral taste test video.

Paris Wolfe

A dining reporter for cleveland.com and The Plain Dealer who tried the new Big Arch burger and commented on its large size and high calorie count.

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What they’re saying

“I tried the burger and found it can intimidate in size and calories, 1,020. It targets someone with a big appetite, who's willing to use a few napkins while eating the fully dressed half-pounder.”

— Paris Wolfe, dining reporter (cleveland.com)

What’s next

McDonald's has not issued a formal statement addressing the online reaction to the video, but the company continues promoting the Big Arch burger as part of its latest product launch campaign.

The takeaway

The backlash to the CEO's taste test video highlights the public's desire for more authentic, transparent engagement from corporate leaders. As McDonald's rolls out a new high-calorie menu item, the viral moment has sparked debate about the company's marketing tactics and the importance of building trust with consumers.