McDonald’s CEO Chris Kempczinski Defends Viral Big Arch Burger Review Following Social Media Backlash

Chris Kempczinski blames his mom's etiquette advice for the "small bite" that sparked a viral social media debate over his Big Arch burger review.

By: AXL Media

Published: Apr 12, 2026, 3:02 PM EDT

Source: Information for this report was sourced from People.

The Social Media Backlash to a Corporate Taste Test

A promotional video featuring McDonald’s CEO Chris Kempczinski has become an unexpected viral sensation, though not for the reasons the fast food giant originally intended. After posting a review of the company’s new Big Arch burger on February 3, Kempczinski faced a wave of skepticism from online observers who characterized his tasting as forced and performative. Critics specifically pointed to the executive's remarkably small bite and his immediate declaration of love for the product as evidence of an "acting" job rather than a genuine culinary endorsement. The video quickly transformed into a meme, with commenters questioning whether the CEO had actually consumed any calories during the filming process.

Parental Etiquette as a Defense for Awkward Optics

In a recent interview with The Wall Street Journal, Kempczinski attempted to clarify the motivations behind his widely mocked performance. The CEO humorously placed the blame for the viral moment on his mother, noting that her strict parenting regarding table manners influenced his behavior on camera. According to Kempczinski, he was simply following the lifelong advice to never talk with a full mouth, which resulted in the cautious, dainty bite that viewers found so suspicious. He quipped that in hindsight, he should have disregarded those etiquette lessons to provide a more convincing and enthusiastic demonstration of the burger’s appeal.

The Role of Family in Identifying Viral Trends

The executive revealed that he was initially unaware of the negative traction the video was gaining until his children alerted him to the situation. His kids reportedly reached out to inform him that he had gone viral in a "not in a good way," which served as his first indication that the promotional clip had missed its mark. Following that notification, Kempczinski was inundated with thousands of messages and calls from associates asking if he had seen the mounting criticism. This internal family feedback highlighted the disconnect between corporate marketing intent and the cynical lens of modern social media audiences.