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McDonald’s CEO Takes the World’s Tiniest Bite of His Own Burger — And Exposes the Credibility Crisis

by Knox Keith | Mar 19, 2026

McDonald’s CEO Takes the World’s Tiniest Bite of His Own Burger — And Exposes the Credibility Crisis

Chris Kempczinski’s Big Arch video was supposed to feel relatable. Instead, it felt alien. Here’s why it matters more than the memes suggest.

In early March, McDonald’s CEO Chris Kempczinski posted an Instagram video “trying” the company’s flashy new Big Arch burger. He calls it a “product” — repeatedly. He takes a bite so small it became instant meme material. He says, with visible discomfort, “I don’t even know how to attack it, there’s so much to it.”

Then he holds up the burger and declares it “a big bite for a Big Arch.”

The internet did not hold back and I have thoroughly enjoyed all the meme videos mocking the fiasco! Please, keep them coming!

The Sesame Seed Moment That Broke Me

What really hit me personally was this line about the bun. Kempczinski describes it as “a very unique kind of sesame poppy kind of sort-of bun on it,” sounding almost puzzled by the concept.

Come on.

Every kid who grew up in the ‘80s knows the real lyrics by heart: “Two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun!”

And, we could spit out that jingle in record time – as we would race our friends in singing it. Th sesame seeds weren’t exotic — they were the signature. The Big Arch just added poppy seeds on top for a fancier look. But when the CEO sounds surprised by one of the most basic elements of McDonald’s brand DNA, it doesn’t inspire hunger. It inspires skepticism.

Burger King Did It Right

The contrast with competitors made it worse.

Burger King’s president, Tom Curtis, dropped his own video within days. He takes a massive, messy, enthusiastic bite of a Whopper. Mayo on the face. Real energy. No hesitation. It felt like a guy who actually eats — and enjoys — the food.

The message was loud: This is how you put leadership front and center.

How Did This Survive Approval?

This is the question marketers should be asking in every meeting.

How does a video this cringeworthy clear legal, PR, the ad agency, and multiple layers of executive review? Did no one watch it and say, “He looks like he’s being held hostage by a burger”?

Or worse — did someone think this was good?

The Bigger Picture: Credibility Crisis

This isn’t really about one awkward video.

It’s about the growing gap between what companies and people say verus how they show up. When the top leader can’t convincingly pretend to love his own “product,” customers feel it. It feeds the same cynicism we see everywhere: performative gestures that collapse under the slightest scrutiny.

Other CEO’s do this same thing, but to different degrees. For example, USAA CEO, Juan Andrade, put his email in every newsletter. But unlike Burger King’s CEO who not only gave out his phone number and takes the calls, Andrade’s automated email response say something the lines of We don’t check this account regularly. In other words, you are not important. You are not valued. We have only made another performative gesture as a company.

Same freaking disease.

What Should Happen Next

The marketing department and ad agency probably deserve some very direct feedback. Yes, they continue to spin their mistakes.

But the real lesson is simpler:

– Put leaders on camera only if they can be human.

– Test “relatable” content with actual humans first.

– Never sound surprised by sesame seeds on a sesame seed bun.

Authenticity can’t be faked. And in 2026, consumers are experts at spotting the fake version.

Amanda Russell and I have been digging deep into these Credibility Crisis moments. This one might be the most teachable yet.

What’s your take — accidental genius for the buzz, or straight-up execution failure?