Did McDonald’s CEO Just Turn a Major Menu Launch Into a Meme?

McDonald’s learned the hard way that when a CEO becomes the face of a launch, the internet becomes the focus group.

When McDonald's CEO Chris Kempczinski posted a video introducing the new Big Arch burger, the brand's goal was simply to spotlight its first new permanent global menu item since Chicken McNuggets debuted in 1983.

Instead, the clip sparked viral commentary across TikTok and Instagram, with viewers questioning the executive’s authenticity.

“Chris Kay here with, you’ve heard about it, here it is, the Big Arch,” Kempczinski said, holding up the oversized sandwich.

Describing it as a “quintessential McDonald’s burger with a twist,” he added, “Holy cow. God, that is a big burger.”

The Big Arch features two quarter-pound beef patties, three slices of white processed cheese, crispy and fresh onions, pickles, lettuce, and a new tangy Big Arch sauce.

It has been tested in Germany, Portugal, and Canada before its U.S. rollout on March 3, with pricing ranging from $7.59 to over $9 for the sandwich alone, and $11 to $13 for a combo.

But the internet latched onto something else: Kempczinski's bite.

“I don’t even know how to attack it. Got so much to it,” the CEO said before taking what many viewers described as an unusually small first bite.

Online commenters mocked the delivery as stiff and overly rehearsed.

The reaction reveals a deeper issue in executive-led content. When leaders step into social media storytelling, they carry the weight of corporate tone with them.

Now, this can be a good thing and a bad thing.

In the case of McDonald's, what may have been intended as relatable behind-the-scenes content instead fueled debate about whether CEOs should act as influencers.

And ultimately, this can affect the chain's brand perception. 

When Leadership Becomes Content

The clip gained additional traction after comedian Garron Noone stitched it with commentary, amplifying its reach and turning it into entertainment.

It's the contrast between the polish of corporate speak and raw online humor that made the video even more shareable.

From a marketing lens, the Big Arch launch was positioned as a milestone product moment.

It's the chain’s first new permanent global menu addition in four decades, an achievement that should signal innovation and menu evolution.

Yet the spotlight shifted from the burger itself to what the internet would call an inauthentic reaction to the offering. 

When the senior executive refers to a burger as a “product,” viewers will naturally point out the corporate language used instead of having their cravings piqued by the ad.

McDonald's isn't the first to pull off an executive marketing stunt. 

In fact, Burger King just recently launched its own President-led campaign, giving customers direct access to his hotline to air out their feedback. 

And the reception was warm.

So, it's not that executives should avoid their brand's social media. It's that authenticity must be rehearsed differently from earnings calls.

If leadership appears uncomfortable, audiences notice immediately.

What Can We Learn from McDonald’s CEO-Led Product Launch?

To brands and marketers considering having leadership lead their campaigns, McDonald’s offers a sharp reminder that it must be done with caution and intention. Here are some things to note:

• While executive-led product videos can humanize leadership, they will only be effective if delivery feels natural, unscripted, and sincere. 
• In the case of Burger King, their leadership-led campaign worked. However, major menu launches deserve storytelling that highlights product innovation over a CEO feature. 
• Viral backlash often stems from tone mismatch, not product flaws or pricing concerns.

McDonald’s maintained its spot as the No. 1 QSR in the U.S. by system-wide sales in 2024, growing to 13,559 domestic locations after adding 102 net new restaurants.

Our Take: Are CEOs Built for Social Media Moments?

We do not mind a CEO fronting a launch. We actually like it. It shows belief in the product.

But this felt uncomfortable, and the internet reacted swiftly and accordingly.

The problem was tone. When a launch moment sounds like an earnings call, people tune out and the jokes start rolling.

On social, hesitation becomes the story.

We think leaders can show up in campaign content. They just have to look like they want to be there.

If you opt to put a CEO on camera, commit fully. Speak like a human. Eat like you mean it. Or let someone else carry the moment and keep the focus where it belongs.

In other news, Adidas recently turned an NBA fine into a signature shoe marketing moment with Anthony Edwards, proving how quickly controversy can become creative fuel.

Brands pursuing ambitious creative need partners who are all in on their ideas. Take a look at the top creative agencies in our directory