McDonald’s CEO blames his mother after viral burger tasting clip sparked backlash

CEO reflects on internet reaction to tasting clip and reveals how family advice unexpectedly shaped viral moment

Chris Kempczinski, the chief executive of McDonald’s, has addressed the viral reaction to his recent taste test of the chain’s Big Arch burger, saying his mother’s advice about manners contributed to the awkward moment that spread widely online.

The clip, which first circulated in February, showed Kempczinski sampling the new menu item in a corporate setting while discussing its ingredients. The burger, known as the Big Arch, features two quarter pound beef patties, three slices of cheese and crispy onions, and was being promoted as a major addition to the fast food chain’s lineup.

During the video, Kempczinski described the burger as large and expressed slight uncertainty about how to eat it on camera before taking a bite and praising its taste. However, viewers online focused on his hesitant delivery and facial expressions, with some joking that he appeared as though he was unfamiliar with eating meat, a comment that quickly fuelled memes and reactions across social media platforms.

Speaking in a later interview with the Wall Street Journal, Kempczinski reflected on the moment and said he attributed part of the awkwardness to advice he had received from his mother about etiquette, specifically being told not to talk with his mouth full. He explained that in hindsight, the guidance made the filming process more difficult in a fast moving promotional setting.

He added that if he could revisit the moment, he would have prioritised being more relaxed on camera rather than focusing on perfect table manners. Despite the online attention, he noted that the experience ultimately helped generate discussion around the Big Arch burger itself, which was one of the company’s key product launches at the time.

Kempczinski also revealed that he first became aware of the video’s viral reach through his children, who informed him that the clip was circulating widely online. He later received numerous messages from colleagues and contacts alerting him to the growing attention.

While the reaction online included widespread humour and commentary, Kempczinski said he has learned to accept the nature of social media scrutiny, emphasising the importance of having a thick skin in a public facing leadership role.

The viral moment even prompted responses from competitors in the fast food industry, with brands engaging in lighthearted social media exchanges that further amplified the clip’s reach.

Despite the attention, Kempczinski maintained that his focus remained on the product itself rather than the online reaction. He suggested that any publicity, even when driven by humour or criticism, still contributes to awareness of the brand’s offerings.

The Big Arch remains part of McDonald’s broader menu strategy as the company continues to introduce limited time and experimental items aimed at global audiences.