McDonald’s CEO participated in a burger tasting challenge that turned into a lesson for business leaders. However, there is an optimistic takeaway.

McDonald’s Viral Burger Launch Turns Into Social Media Fodder

What was intended as a triumphant moment for McDonald’s quickly spiraled into online mockery after CEO Chris Kempczinski’s awkward taste test of the new Big Arch Burger. A single, tentative bite in a promotional video was enough to spark a wave of memes and give Burger King an opportunity to poke fun at its competitor.

In February, Kempczinski shared a video introducing the Big Arch Burger, described as a “love letter” to McDonald’s fans after successful international trials. The burger, featuring two patties and packing 1,020 calories—about two-thirds of an adult’s daily recommended intake—was showcased as the chain’s latest innovation. On camera, Kempczinski hesitated, remarking, “I don’t even know how to attack it. God, so much to it.” After a small bite, he assured viewers he’d finish his meal off-camera, joking, “that’s a big bite for a Big Arch.”

Initially, the video attracted little attention. But weeks later, social media creators began reacting to it, flooding platforms with memes and parodies. Comedian Garron Noone’s TikTok quipped, “This man does not eat McDonald’s,” amassing over 10 million views. Others joked that the CEO seemed more likely to opt for a salad than a burger.

Burger King and Rivals Join the Fun

Burger King quickly capitalized on the moment, posting a 13-second video of its president, Tom Curtis, taking a hearty bite of a Whopper with the caption, “Thought we’d replay this.” A spokesperson insisted to NBC News that the timing was coincidental and part of ongoing efforts to highlight the Whopper.

Other chains, including A&W Restaurants and Wendy’s, joined in with their own playful taste test videos. Wendy’s posted, “This is what it looks like when you don’t have to pretend to like your ‘product,’” after sharing a video of its U.S. President, Pete Suerken, eating a Baconator. The brand even announced a new Chief Tasting Officer position, offering $100,000 for anyone willing to review their food on video—no experience necessary.

McDonald’s responded with a tongue-in-cheek Instagram post featuring an image that read, “take a bite of our new product,” captioned, “can’t believe this got approved.” A company spokesperson told Fortune that they were pleased with the attention and that early sales of the Big Arch Burger were exceeding expectations.

Unexpected Benefits of Going Viral

Despite the ridicule, Kempczinski’s video brought him the kind of attention many executives seek: increased followers, greater visibility, and a viral moment that put McDonald’s in the social media spotlight.

McDonald’s CEO as a Social Media Figure

While most CEOs avoid the limelight, Kempczinski has spent years cultivating his online presence, unlike peers who often rely on teams to manage their social accounts. On LinkedIn and Instagram, he regularly posts career advice, taste tests, and leadership insights, often filming from his Chicago office. Having joined McDonald’s in 2015 after senior roles at Kraft Foods, PepsiCo, and Procter & Gamble, he became CEO in 2019. Under his leadership, McDonald’s reported $26.89 billion in revenue in 2025. His approachable, self-shot videos have helped him amass over 168,000 LinkedIn followers and a Shorty Award for authentic executive content. The Big Arch video alone garnered nearly 11 million Instagram views and boosted his follower count by 30%.

Kempczinski’s experience reflects a broader trend: today’s executives are expected to be content creators, sharing videos, thought leadership, and personal updates to build their brands. While many rely on teams of social media managers and ghostwriters, the challenge remains to keep the messaging authentic and in the executive’s voice. Some leaders, like Microsoft’s Satya Nadella and General Motors’ Mary Barra, use LinkedIn for polished updates, while others, such as Meta’s Mark Zuckerberg and Tesla’s Elon Musk, use their platforms for a mix of company news and personal interests.

Before a pivotal 2013 SEC ruling, social media was largely off-limits for executive communications. The guidance, prompted by an investigation into then-Netflix CEO Reed Hastings, clarified how companies could use social platforms for material disclosures. Now, boards expect executives to build their social presence well before reaching the top job. According to Boston Consulting Group, aspiring CEOs should start cultivating a following at least five years before aiming for the corner office. This shift coincides with a younger generation of CEOs and record turnover—168 new CEOs joined S&P 1500 companies in 2025, the highest since 2010, with an average age of 54.4 years.

Building Trust Through Digital Presence

For Fortune 500 leaders, a strong digital footprint is now essential for building trust, not just personal branding. A 2025 U.S. News-Harris Poll survey found that 72% of Americans are disappointed in business leaders, and 82% feel executives’ values don’t align with theirs. Research from FTI Consulting shows that 92% of professionals are more likely to trust companies whose leaders are active online. Employees also prefer CEOs with a public profile—81% of executives believe it’s vital for company reputation, and over half say it helps attract and retain talent, according to Weber Shandwick.

Dr. Ann Mooney Murphy of Stevens Institute of Technology has studied how social media enables “parasocial” relationships, which can boost loyalty and purchase intent. “People connect with people, not companies,” she explains. “You don’t build parasocial bonds with a brand.”

She adds that, when done authentically, a CEO’s regular social media presence can help reach customers and investors who might otherwise be out of reach. “Authenticity is key to capturing attention,” Murphy says, “but mistakes can be costly.”

When Social Media Backfires

Kempczinski isn’t the first fast-food CEO to see a casual comment go viral for the wrong reasons. In a 2024 Fortune interview, then-Chipotle CEO Brian Niccol denied shrinking portion sizes and suggested customers could get more food by giving staff a “look.” The comment, which drew nearly 17 million views on TikTok, was seized upon as evidence that executives were out of touch, and was later cited in a class-action lawsuit.

Conversely, putting a CEO in the spotlight during a crisis can help restore trust. Red Lobster, after its $11 million endless shrimp debacle and bankruptcy, saw a boost in traffic after new CEO Damola Adamolekun appeared on The Breakfast Club, with one video earning 1.8 million views. Chief Marketing Officer Nichole Robillard said sales increased immediately after Adamolekun’s appearance. He has since become the brand’s spokesperson, sharing updates and seeking customer feedback on social media, which he credits for a 10% sales increase over the previous year.

Adamolekun also told Good Morning America that he and his marketing team actively monitor social media comments and respond quickly to customer feedback.

McDonald’s Financial Momentum

The burger controversy comes as McDonald’s enjoys strong financial results. The company recently reported robust fourth-quarter earnings, emphasizing value for budget-conscious customers. U.S. sales grew at their fastest rate in over two years, and Kempczinski noted during a February earnings call that their focus on value and affordability was paying off.

McDonald’s stock price also reached a record high of over $341 in late February, up nearly 12% year-over-year. Since Kempczinski became CEO in 2019, shares have climbed 72%. The brand was once a favorite of Warren Buffett’s Berkshire Hathaway, which owned 30.4 million shares in the late 1990s before selling—a decision Buffett later called a “very big mistake.”

History of Burger Launches and Publicity Stunts

This isn’t McDonald’s first brush with controversy over a new burger. In 1996, the company spent an estimated $200 million promoting the Arch Deluxe, a quarter-pound burger aimed at adults. The launch featured a memorable event with actress Debbie Allen and the Village People, and employees were encouraged to perform a choreographed dance in celebration of the new menu line.

This article was originally published on Fortune.com.