McDonald’s newest, biggest burger is officially landing in the U.S. on March 3, but before most Americans have even taken a bite, the Big Arch Burger has already been chewed up online thanks to a wildly uncomfortable and awkward video featuring McDonald’s CEO Chris Kempczinski.
His revulsion at eating his own food is readily apparent.
The Big Arch Burger itself was designed to make headlines. It has two quarter-pound beef patties, three slices of white cheddar, crispy and slivered onions, lettuce, pickles, and a new Big Arch Sauce, all stacked between sesame- and poppy-seed buns. McDonald’s has described it as its “most McDonald’s, McDonald’s burger” yet — a supersized, premium offering that builds on the chain’s beef-heavy roots.
Yet, things got weird when Kempczinski recently posted a promotional video introducing the Big Arch ahead of its U.S. launch. In the clip, he calls it a “quintessential McDonald’s burger with a twist,” lifts the sandwich, and says, “I don’t even know how to attack it.” Then he takes what viewers widely described as an unusually small bite. He also repeatedly referred to the burger as a “product” and almost seemed to flinch when having to eat it.
Within hours, the internet had opinions. On Reddit’s r/popculturechat, where the video quickly gained traction, one user wrote: “Is this intended to drive sales lol?”
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Another added: “What gets me is that they did not need to upload this.”
And perhaps the most widely shared reaction: “It scares me when you call food ‘product.’ ”
Others zeroed in on the delivery:
- “He seemed surprised when he opened the box, like he had never even seen the ‘product’ in person before.”
- “That was the smallest first bite I’ve ever seen.”
- “An Alien’s first day on earth.”
Another parody post read: “This food product is so full of various substances. As a human I can certainly derive benefits from this sustenance. I will now let it enter my biological system.”
The Simpsons comparisons followed quickly. “Man, The Simpsons really did predict everything, didn’t they?” — which references when Krusty the Clown does an advertisement for a Krusty Burger and then disgustedly spits it out the moment the cameras stop rolling.
There was also the now-viral line: “Man’s aura screams kale salad.”
Why it struck a nerve
The reaction wasn’t really about whether the burger looked good. It was about authenticity — something that fast-food companies have struggled with in recent years, like Chipotle (which likes to take anti-GMO stances except when products deliver large profit margins for the company) and Burger King (which infamously derided ranchers and exaggerated claims about a feed additive that could “fix” greenhouse gas emissions from cattle).
Viewers said the language felt overly corporate, especially the repeated use of “product” instead of “burger” or “food.” Some questioned whether the CEO actually eats McDonald’s regularly.
“This was the most unnatural thing I’ve ever seen.” — Social media comment
Others felt the careful bite and stiff presentation made the moment feel staged. One Redditor summed up the broader tone of the thread: “This was the most unnatural thing I’ve ever seen. We need to see less CEOs doing normal stuff.”
Meanwhile, the burger itself is lost in the memes is the reality that the Big Arch is a significant beef-forward launch for the chain. With a full half-pound of beef before toppings, plus cheese and produce, it’s one of McDonald’s heftiest mainstream offerings in years.
The sandwich has already rolled out in several international markets and its launch in the U.S. this week is planned as a limited-time offering.
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