‘That Was the Smallest First Bite I’ve Ever Seen,’ McDonald’s CEO Mocked for Awkward Burger Taste Test
A burger taste test meant to drum up excitement for a new menu item turned into an unexpected PR headache for one of the world’s most recognizable fast food brands. When McDonald’s CEO Chris Kempczinski posted a video promoting the new Big Arch burger, the internet had plenty to say, and very little of it was about the food itself.
The clip, posted in February, showed Kempczinski hyping up the Big Arch before taking what critics online quickly labeled a timid, unconvincing bite. But it wasn’t just the size of the bite that caught people’s attention. The way he described the burger raised eyebrows almost immediately, setting off a chain reaction that would pull two rival chains into the conversation.
What started as a promotional moment snowballed into a full-on social media event, with parodies, punchlines, and competitor brands wading in one by one. By the time Wendy’s posted its own response video on March 4, the so-called burger wars had taken on a life of their own, and McDonald’s was left squarely in the hot seat with no easy way out.
The Bite Heard Around the Internet
Kempczinski’s video had all the ingredients of a standard executive promotional post: enthusiasm, product details, and a friendly tone. What it failed to land was authenticity. After listing the Big Arch’s components, including two quarter-pound beef patties, three slices of white cheddar, crispy onions, and a signature tangy sauce, he paused, looked around the burger, and said, “I don’t even know how to attack it, there’s so much to it.” Then came the bite.
The small, careful nibble immediately drew fire online. “That was the smallest first bite I’ve ever seen,” one commenter wrote. Another asked, “What’s the opposite of genuine and authentic?” Nigel Ng, known as Uncle Roger, also weighed in: “He acts like he’s never seen a burger before. Impressed by sesame seeds 😂.” The pile-on was swift, and it went well beyond the bite, with viewers taking issue with the video’s overall energy.
Adding fuel to the fire was Kempczinski’s word choice. Throughout the clip, he referred to the Big Arch as a “product” rather than a burger, a sandwich, or really anything a regular person might say while eating lunch. “It scares me when you call the food ‘product,'” one commenter noted. Another observed that his “aura screams kale salad.” TikTok users turned the moment into parodies, with one video topping more than 1 million likes.
Rival Chains Line Up to Take a Bite Out of McDonald’s
Burger King was first to respond. On March 2, the chain posted a TikTok featuring its U.S. and Canada President, Tom Curtis, taking a confident, enthusiastic bite out of a Whopper. When asked how it tasted, Curtis laughed and said the only thing missing was a napkin. Burger King captioned it: “Thought we’d replay this.” Commenters connected the dots quickly, with one writing, “Now compare this to the McDonald’s CEO.”
Wendy’s followed two days later. U.S. President Pete Suerken posted a video on March 4 showing himself making a Baconator from scratch, pausing at the ice cream machine to say, “Is this set up today? Oh, wait, our machines are always working.” It was a nod to the long-running joke about McDonald’s machines frequently being out of service.
Suerken then sat down with his Baconator, fries, and a chocolate Frosty, took a full bite, and said, “That’s a burger. This is exactly the way a great hamburger should be.” He finished by dipping a fry into the Frosty before calling the whole thing “Excellent.” Wendy captioned the post, “Lots of chatter this week about burgers. Thought we’d remind everyone what fresh, never frozen tastes like.”
McDonald’s Responds and the Big Arch Makes Its Debut
McDonald’s didn’t stay quiet. On March 3, the brand leaned into the mockery with a self-aware social media post that said, “Take a bite of our new product,” deliberately playing on the corporate language that had become the butt of the joke. The Big Arch officially rolled out nationwide that same day as a limited-time menu item.
The burger itself is no small offering. Beyond the two beef patties and white cheddar, the Big Arch also includes slivered raw onions, lettuce, pickles, and a Big Arch Sauce described as a blend of mustard, pickle, and sweet tomato flavors, all served on a toasted sesame and poppy seed bun. McDonald’s has called it their “biggest” burger, and the launch generated significant attention, though perhaps not entirely in the way the brand had planned heading into the rollout.
Burger King also had its own news to share. The chain announced its Whopper is getting its first recipe update in nearly a decade, shaped by guest feedback. Upgrades include a more premium bun, improved mayo, freshly cut onions and tomatoes, and a new box instead of paper wrapping. Burger King managed to keep its name in the conversation all week, without a single awkward bite to show for it.
