McDonald’s CEO awkwardly samples his company’s new burger in viral video

The social media post meant to be promotional, but it’s turned into a PR fiasco.

With nearly 40,000 locations in over 100 countries, tens of millions of people worldwide regularly eat McDonald’s iconic burgers. But in an Instagram post that’s blowing up the internet, company CEO Chris Kempczinski appears less-than-thrilled to be eating one himself.

The video was posted to Kempczinski’s Instagram account a month ago, but found new life over the weekend on platforms like X and TikTok, with many users wondering if it’s “intentionally cringe,” saying that Kempczinski looks “uncomfortable” or commenting how he “looks like he’s gonna hurl.”

“From this video, it seems likely the CEO of McDonald’s has never eaten McDonald’s before,” one user wrote.

In the post, the CEO presents a new menu item: The Arch Burger, a burger with two patties, three slices of cheese, crispy onions, pickles, Big Arch sauce, and more.

“This is something we have tested already in Portugal, Germany, Canada,” Kempczinski tells viewers. “I love this product. It is so good. I’m going to do a tasting right now, but I’m going to eat this for my lunch, just so you know.” 

“‘We’ve tested it on the Germans and the Canadians, and now we believe it may even be fit for human consumption’,” one TikTok user mocked.

After the CEO introduces the burger, he comments on how big it is and wonders “how to attack it” before he takes one bite, which users have called small enough to call Kempczinski’s genuine enjoyment of the burger—which he repeatedly refers to as a “product”—into question.

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