McDonald's CEO Addresses Viral 'Big Arch' Backlash

Chris Kempczinski speaks out after his burger taste test sparked online outrage.

Apr. 6, 2026 at 2:41pm

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After a video of McDonald's CEO Chris Kempczinski taste-testing a new 'Big Arch' burger went viral and sparked backlash online, Kempczinski sat down with The Wall Street Journal for his first interview addressing the controversy.

Why it matters

The 'Big Arch' incident highlighted the intense scrutiny and social media pressure that high-profile corporate leaders face, especially around product decisions and marketing campaigns. Kempczinski's response will be closely watched as a test of McDonald's ability to navigate these challenges.

The details

In the video that went viral, Kempczinski was seen taking a bite of the new 'Big Arch' burger and appearing to make a face of displeasure, which led to widespread criticism and memes on social media. The CEO is now speaking out to explain his reaction and the company's approach to social media.

  • The 'Big Arch' taste test video was posted online in early April 2026.

The players

Chris Kempczinski

The chief executive officer of McDonald's Corporation, the world's largest fast-food restaurant chain.

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What they’re saying

“We have to be willing to take risks and try new things, even if they don't always work out perfectly.”

— Chris Kempczinski, CEO, McDonald's

What’s next

Kempczinski indicated that McDonald's will continue to experiment with new menu items and marketing campaigns, despite the risks of online backlash.

The takeaway

The 'Big Arch' incident underscores the challenges facing major corporations in the age of social media, where even small missteps can quickly spiral into viral controversies. McDonald's CEO Chris Kempczinski is attempting to navigate this landscape by emphasizing the need for innovation and a willingness to take calculated risks.