McDonald’s CEO Chris Kempczinski faces widespread ridicule after a promotional video showing him awkwardly attempting to eat the company’s new Big Arch Burger went viral, with social media users questioning whether the executive actually enjoys the fast food products he sells.

Corporate PR Backfire Goes Viral

Kempczinski posted the promotional video last month while introducing the oversized Big Arch Burger, currently being tested in Portugal and Germany. The video quickly drew mockery online as viewers noticed the CEO appeared uncomfortable and struggled to manage the large sandwich. Social media critics pounced on what they viewed as an inauthentic marketing attempt, with one user commenting that his demeanor suggested he would prefer eating a kale salad over his own company’s product.

Executive Disconnect From Product Line

The incident highlights a growing public skepticism toward corporate executives promoting products they may not personally consume. Kempczinski serves as both CEO and chairman of the global fast food giant, making his apparent discomfort with the burger particularly notable to observers. The awkward promotional moment contrasts sharply with the polished marketing McDonald’s typically produces, raising questions about the company’s internal quality control processes for executive communications.

Testing New Menu Offerings Overseas

The Big Arch Burger represents McDonald’s latest effort to expand its menu offerings in international markets before potential wider releases. The company frequently tests new products in select European markets to gauge consumer response before deciding on broader rollouts. However, the viral mockery of Kempczinski’s promotional video may complicate the burger’s launch strategy as the company works to maintain brand credibility. The incident demonstrates how executive missteps on social media can quickly overshadow product announcements, particularly when audiences perceive corporate messaging as disingenuous or disconnected from reality.