Mockery of McDonald’s CEO burger video may actually boost marketing, U of G expert says

CTV’s Spencer Turcotte finds out why an odd video of a fast food CEO trying out a burger may actually lead to a boost in sales.

A promotional video featuring the CEO of McDonald’s trying the company’s “Big Arch” burger amid its U.S. launch is drawing widespread attention online — and plenty of mockery.

But marketing experts say the viral reaction could still be a win for the fast-food giant.

The video shows CEO Chris Kempczinski sampling the burger while holding it up to the camera.

“That is so good. That’s a big bite for a Big Arch,” Kempczinski says after taking a bite in the clip posted to social media.

Moments later, he calls it “a delicious product.”

The Big Arch burger, which includes two quarter-pound beef patties, was previously available in Canada for a limited time after launching in 2024. It rolled out in America last week.

However, the video of Kempczinski taste-testing the burger has sparked a wave of online reactions, with many viewers poking fun at what they describe as an awkward or reluctant bite.

“The McDonald’s CEO is almost like he’s a vegan,” said brand expert Tony Chapman. “The last thing he wants to do is bite into his own burger and he nibbles on it.”

Some social media users compared the small bite to a contestant nervously eating something on the TV show Fear Factor, while others referenced a scene from SpongeBob SquarePants where Squidward cautiously nibbles a Krabby Patty.

Other fast-food brands like Wendy’s, Burger King and A&W have also joined in on the online chatter, posting their own parody videos and comments in response.

The buzz surrounding the U.S. launch appears to be spilling over into Canada as well.

After the video circulated online, staff at Canadian McDonald’s locations told CTV News over the phone they have received calls from customers asking whether the Big Arch is still available and have had to inform them it is not.

Despite the teasing, experts say the attention may ultimately benefit the company.

Preetinder Kaur, an assistant professor in marketing and consumer studies at the University of Guelph, says even negative reactions can keep a brand in the spotlight.

“Why don’t we go ahead and see if this burger is available at our store? What’s the whole hype about?” said Kaur, referring to the questions consumers may be asking. “Definitely it’s going to be positive for [McDonald’s] in terms of dollars.”

She adds some additional food for thought which is that they’ve essentially gotten some free PR out of it all.

“Their CEO was not relatable,” said Kaur. “McDonald’s did not plan for it to go viral in this direction that other CEOs would come and mock them. But every time the story is mentioned, McDonald’s is at the centre of the story.”

Chapman said that while the moment may be embarrassing for the CEO, the broader marketing impact could still be positive.

“Everybody kind of wins with this,” he said. “With the exception of maybe the McDonald’s CEO, because he’ll never live it down — how reluctant he was to bite into the burger that feeds him.”