There are corporate PR moments, and then there are corporate PR moments that accidentally turn into comedy sketches. McDonald’s CEO Chris Kempczinski just gave the internet one of the latter.
In a video posted last month, Kempczinski attempted to introduce America to McDonald’s newest oversized menu item, the “Big Arch” burger, which officially rolls out nationwide this week. The burger itself is no small undertaking. It features two quarter pound patties, Big Arch sauce, lettuce, crispy onions, and pickles. In other words, it is a half pound calorie bomb that clocks in at 1,020 calories. That is nearly the same as an entire Big Mac meal with fries and a medium Coke.
So naturally, the CEO decided to film himself eating it.
What followed was not exactly a ringing endorsement. Holding the burger somewhat cautiously, Kempczinski told the camera, “I love this product, it is so good. I’m going to do a tasting right now, but I’m going to eat this for my lunch, just so you know.”
Product.
That word alone set off half of social media. Most people call it food. Maybe a burger. Possibly lunch. Calling it “product” made it sound like something shipped in a box with a barcode and a quarterly earnings target.
Then came the bite. Or rather, the hesitant nibble. Kempczinski admitted he “didn’t even know how to attack it,” as he awkwardly maneuvered the sandwich toward his mouth. The bite he finally took was, let’s say, modest. “Mmm, that is so good, that’s a big bite for a Big Arch,” he said, after what appeared to be the culinary equivalent of dipping a toe in the water.
McDonald’s CEO Chris Kempczinski goes viral after seeming reluctant to eat his own burgers—he takes a tiny bite, looks uncomfortable, and calls the food ‘product.’ 👀 🍔 😳
— Rain Drops Media (@Raindropsmedia1) March 1, 2026
The internet did not let it slide.
One user wrote, “Man’s aura screams kale salad.” Another said, “This was the most unnatural thing I’ve ever seen.” Others questioned whether the CEO actually eats McDonald’s at all. The most liked comment summed up the general vibe: “He def don’t eat Mcdonals.”
It is not hard to see why people reacted the way they did. When the head of a fast food empire looks intimidated by his own sandwich, it raises questions. Americans know what it looks like when someone genuinely enjoys a burger. This was not that.
To be fair, the Big Arch has already built a following in Canada and parts of Europe, eventually earning a permanent spot on menus in the UK and Ireland. Clearly there is demand for a larger, heavier option. McDonald’s is not guessing here. They test these things carefully.
Still, if you are going to hype up a 1,020 calorie sandwich to the American public, you might want to look like you have eaten one before. Calling it a “product” and nibbling at it like it might bite back is not exactly the image most customers have in mind when they think of a big, unapologetic American burger.
In the end, the internet had its fun, and McDonald’s got attention. Maybe that was the point all along.