The situation: McDonald’s CEO Chris Kempczinski posted an Instagram Reel in early February reviewing the chain’s new Big Arch burger. Sitting in his minimalist office, he held the double-patty sandwich, admired its size, and called it the “moment of truth” before taking a tiny nibble.

The video quickly went viral.

Commenters noted how little he ate, questioned whether he actually liked it, and noted the disconnect between a slim, marathon-running executive and the indulgent fast-food brand he leads. Many also fixated on his decision to describe the burger as a “product.”

Why it mattered: Much of the reaction focused on authenticity. Kempczinski may run a $230 billion company, but he isn’t a household name. As the clip spread, it sharpened the contrast between a buttoned-up corporate executive referring to McDonald’s menu items as “products” and a brand associated with indulgence, craving, and impulse.

That dissonance turned his restrained bite into a meme—and opened the door for competitors to pile on.

• Burger King UK commented, “We couldn’t finish it either.”
• Wendy’s wrote, “Lots to unpack here.”
• Tom Curtis, president of Burger King US & Canada, posted a TikTok video of him taking a large bite of the revamped Whopper and—with sauce on his face—quipping, “Only one thing missing: a napkin.”

Eventually McDonald’s leaned into the joke, tweeting a photo of the Big Arch with the caption: “Take a bite of our new product.”

Implications for brands: The episode raises a familiar question: Is all attention good attention? While the video undoubtedly boosted awareness of the Big Arch, it did little to sell the cravability of the limited-time burger while handing Burger King an opportunity to spotlight its revamped Whopper.

It also raises a broader issue: Not every executive is a natural brand ambassador. While some leaders like Mark Cuban at Cost Plus Drug Company closely embody their brand’s value proposition, most do not—and that’s OK. When a leader’s persona clashes with brand identity, the result can feel forced or even distracting. Executive visibility can amplify a brand, but only when the messenger and message feel genuinely aligned.

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