McDonald's CEO Explains Viral 'Big Arch' Burger Taste Test Flub

Kempczinski says his cautious bite was due to his mom's advice not to talk with his mouth full.

Apr. 10, 2026 at 10:57am

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A photorealistic studio still-life photograph of a single, carefully lit McDonald's burger patty on a clean, monochromatic background, representing the abstract corporate strategy behind the company's new menu item launch.A premium McDonald's burger patty takes center stage, symbolizing the company's high-stakes marketing push for its new Big Arch menu item.Chicago Today

McDonald's CEO Chris Kempczinski is addressing the backlash over his awkward viral video taste test of the new Big Arch burger. Kempczinski says his small, careful bite was due to his mother's advice not to talk with his mouth full, though he admits he should have ignored that advice for the promotional video. Despite the online mockery, Kempczinski sees a silver lining in the heavy social media conversation, which he says helped drive awareness for the new menu item.

Why it matters

The episode underscores the challenges executives face when doing real-time marketing and promotions in the age of instant online feedback and viral content. McDonald's is rolling out new menu items as it competes in the crowded fast-food market, and Kempczinski's experience shows how a simple misstep can quickly turn into a viral punchline.

The details

In a February 4 video posted to Instagram, Kempczinski sampled the new Big Arch burger, featuring two quarter-pound beef patties, ahead of its nationwide launch on March 3. Viewers immediately focused on Kempczinski's noticeably small bite and somewhat stiff delivery as he described the item as a 'product.' The clip went viral, drawing mockery and even playful jabs from rival fast-food executives.

  • Kempczinski posted the Big Arch burger taste test video on Instagram on February 4, 2026.
  • The Big Arch burger officially launched nationwide on McDonald's menus on March 3, 2026.

The players

Chris Kempczinski

The CEO of McDonald's Corporation.

McDonald's

A major American fast-food company that is one of the world's most recognizable brands.

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What they’re saying

“I blame it all on my mom, because she told me, 'Don't talk with your mouth full.' 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.'”

— Chris Kempczinski, CEO, McDonald's Corporation

What’s next

McDonald's will continue rolling out new menu items and promotions as it competes in the crowded fast-food market.

The takeaway

Kempczinski's experience with the viral Big Arch burger taste test video highlights the challenges executives face when doing real-time marketing and promotions in the age of instant online feedback. While the online mockery was embarrassing, Kempczinski sees a silver lining in the heavy social media conversation, which he says helped drive awareness for the new menu item.