When McDonald’s CEO Chris Kempczinski posted a video of himself taking a small bite of the new “Big Arch” burger, he likely expected engagement. He got it. Just not the kind most executives hope for.
The clip went viral. Viewers fixated on the size of the bite, his composed delivery, and his reference to the sandwich as “product.” Critics mocked the tone. Memes followed. Yet beneath the online roasting sits a more strategic story about how modern CEOs communicate.
The Rise of the ‘Go Direct’ CEO
Kempczinski has spent months building a quiet presence on Instagram Reels. He films short videos from his minimalist office, shares leadership advice, predicts food trends, and occasionally samples menu items.
This approach reflects a broader communications shift. Executives increasingly bypass traditional media to speak directly to audiences. Social platforms allow leaders to control message, tone, and timing without editorial filters.
Elon Musk exemplifies the model at scale, using social media as a primary communication channel. While not every CEO matches Musk’s volume or style, the logic remains consistent. Direct access builds authenticity and reduces reliance on intermediaries.
Kempczinski’s attempt fits within that framework. However, tone and context determine reception. When execution feels awkward or overly corporate, audiences respond quickly.
Why the Backlash Happened
The tension lies in contrast. McDonald’s occupies a specific emotional space in the public imagination. It represents indulgence, convenience, and familiarity. Kempczinski, by comparison, projects discipline and restraint. He is a Harvard MBA, former executive at Kraft and Pepsi, and a marathon runner.
When he delicately sampled a 1,020-calorie double-patty burger, the visual mismatch amplified scrutiny. Viewers interpreted the small bite as distance from the product rather than endorsement.
Social media compresses nuance. What may have been a straightforward product taste test became commentary on authenticity.
Who Is the Audience?
The more interesting question centers on intent. Kempczinski may not be targeting casual burger buyers. McDonald’s employs nearly two million people worldwide. Franchise operators, shift managers, and entry-level employees may represent the true audience.
His videos often resemble internal leadership messages. He discusses organization, career advice, and operational discipline. The format feels closer to LinkedIn than Instagram.
If the primary objective is internal alignment and morale, then public mockery becomes less significant. The platform choice, not the message, may be the real strategic variable.
Leaning Into the Moment
To its credit, McDonald’s leaned into the viral moment. The brand acknowledged jokes about the “product” comment and engaged playfully online. In digital culture, self-awareness often diffuses criticism faster than defensiveness.
Meanwhile, the Big Arch itself benefits from attention. Curiosity drives trial. Even skeptical viewers may visit a drive-thru simply to judge for themselves.
The Broader Marketing Lesson
Direct-to-public communication carries upside and volatility. It humanizes leadership and builds brand transparency. It also exposes executives to unfiltered audience reaction.
Kempczinski appears to be posting as himself. The delivery may feel measured, even stiff, but authenticity does not always look theatrical. In an era where overproduced CEO content often rings hollow, understated consistency can still build credibility over time.
The episode highlights a central truth. When leaders step into consumer-facing storytelling, they shift from corporate messaging to cultural participation. That transition requires not just strategy, but fluency in platform dynamics.
Kempczinski’s small bite sparked outsized commentary. Yet the experiment itself reflects a company adapting to modern communication realities.
In today’s marketing environment, silence is riskier than imperfection.
My taste test of McDonald’s new “Big Arch” burger. I took a big bite! And CEO Chris Kempczinski was right: It’s good! Katie Notopoulos /
Image/ Source: Business Insider
