McDonald’s CEO’s tentative bite sparks viral backlash and rival clapback from Burger King

McDonald’s chief executive Chris Kempczinski posted an Instagram video tasting the chain’s new Big Arch and took what viewers called a notably small bite, a clip that has attracted more than 4.5 million views and thousands of mocking comments. The footage, intended to promote the limited-time U.S. rollout of the Big Arch, quickly became fodder for competitors and social media, turning a product debut into a brand moment with measurable reach.

In the Instagram clip, Kempczinski describes the sandwich in customer-facing detail: “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.” He lists the components as “two quarter-pound patties, a delicious Big Arch sauce, and of course, some lettuce, along with crispy onions and pickles,” then admits he “didn’t even know how to attack it” before taking a restrained bite and telling the camera, “Mmm, that is so good, that’s a big bite for a Big Arch.” Fox News reported the post was made on Feb. 3 and credited McDonald’s website with a fuller product description that includes three slices of cheddar and a toasted sesame and poppy seed bun, while the company described the sauce as “tangy [and] creamy, with the perfect balance of mustard, pickle and sweet tomato flavors.”

The Big Arch’s nutrition profile also became part of the conversation. McDonald’s website cited in coverage lists the sandwich at 1,020 calories, a figure that outlets noted is “nearly as many as a full Big Mac Meal, including fries and a medium Coke.” Social media reactions captured by outlets underscored the derision: one top-liked comment read “He def don’t eat McDonald’s [sic],” while others quipped “Why does he look like he’s scared to bite it?” and “It scares me when you call food ‘product.’”

Rival chains used the moment to draw contrast. Burger King posted a video showing its U.S. president, Tom Curtis, taking a “monster bite” of a Whopper while wearing a “Flame Grilling Since 1954” apron and working in the kitchen. The Burger King account captioned the clip, “thought we’d replay this.” A Burger King spokesperson told NBC News, “We can confirm that this video was not created in reaction to anything,” adding, “While the timing may seem quick, the video was part of ongoing efforts to spotlight the recently elevated Whopper and Tom’s direct engagement with Guests.” NBC also reported that Wendy’s posted a LinkedIn video of its U.S. president eating a burger, widening the competitive tableau.

For fast-food firms, the episode illustrates how the economics of product launches are increasingly intertwined with social media dynamics. A single CEO clip generating millions of views produces both earned media and reputational risk; the Big Arch’s limited-time status means the publicity will probably translate into a concentrated window for trial sales, but the tenor of the attention could influence brand perception. Competitors’ rapid social responses may amplify awareness and help capture incremental traffic even while denying reactionary intent.

The incident also highlights the operational trade-offs of pushing larger, higher-calorie menu items into saturated markets. McDonald’s reported product details undercut by divergent descriptions across outlets, and the company will face scrutiny not only over sales but over how executives present products in public. For now, the Big Arch rollout has achieved what marketers covet: visibility. Whether that visibility converts into sustained sales or a fleeting social media moment depends on consumer reception at the register over the coming weeks.