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Chris Kempczinski’s Viral Burger Bite Shows the Limits of CEO Authenticity
Kempczinski faces online mockery for his cautious bite of the Big Arch burger while McDonald’s shares have risen 74% since his 2019 leadership start.
- On March 3, 2026, an Instagram Reel of McDonald's CEO Chris Kempczinski nibbling the Big Arch burger went viral after the launch in the U.S.
- His Instagram habit of menu videos includes repeatedly calling the Big Arch Burger `product`, with followers mocking his small bites and awkward wording.
- Creators and social users then amplified the clip, with Burger King CEO Tom Curtis taking a big chomp of a Whopper and Madison Humphrey, TikTok creator, parodying the video.
- McDonald's responded on March 4 by posting an image with on-screen text `take a bite of our new product` and cited stock is up about 74% since late 2019 and over 6% this year.
- Experts warn that manufactured relatability can backfire when CEOs as relatable figures feel staged; crisis communications experts recommend embracing the joke and inviting influencers to regain control.
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McDonald's CEO is getting roasted for his "Big Arch" review. Think you could do better? Take this quiz!
CEO Chris Kempczinski is taking lots of heat for his review of McDonald's new "Big Arch" burger.Richard Drew/APThe McDonald's CEO is getting roasted for an awkward taste test of the new "Big Arch" burger."Do you think you could really do so much better, huh, tough guy?Take our fun quiz to see if you really CAN do a better job as McDonald's CEO.Poor Chris Kempczinski. What should've been a joyous occasion — the launch of the new "Big Arch" burger…
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Total News Sources13
Leaning Left5Leaning Right0Center2Last UpdatedBias Distribution71% Left
Bias Distribution
- 71% of the sources lean Left
71% Left
L 71%
C 29%
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