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Chris Kempczinski’s Viral Burger Bite Shows the Limits of CEO Authenticity

A viral Big Arch Burger clip shows the risks of putting McDonald’s CEO Chris Kempczinski into the unpredictable theater of social media.

McDonald’s CEO Chris Kempczinski unintentionally landed in the spotlight this week after an Instagram video of him awkwardly nibbling on the fast-food chain’s new Big Arch Burger went viral. Inevitably, the clip prompted playful reactions from rivals Burger King and Wendy’s. But more importantly, it underscores the risks of bringing CEOs out from behind the boardroom and into viral culture.

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The short video, originally posted on Feb. 3, resurfaced after McDonald’s launched the Big Arch Burger in the U.S. on March 3. Viewers mocked Kempczinski’s flat delivery and tentative bite, questioning his........

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