McDonald’s CEO Chris Kempczinski was inadvertently thrust into the spotlight this week after an incident Instagram video Pictures of him awkwardly biting into the fast food chain’s new Big Arch Burger have gone viral. Inevitably, the clip sparked hilarious reactions from rivals Burger King and Wendy’s. But more importantly, it highlights the dangers of bringing CEOs out from behind the boardroom and into viral culture.
The short video, which was originally posted on February 3, resurfaced after McDonald’s launched the Big Arch Burger in the US on March 3.
Performing authenticity on social media can sometimes work wonders, as Microsoft’s Satya Nadella or TikTok’s Shou Zi Chew have successfully built credibility through a practical online presence. Other times, it backfires. For example, Elon Musk’s antics on social media have polarized and motivated his followers.
“The primary role of the CEO is to lead the company with a focus on driving strategy, operations and profitability,” Lauren Bishop Jennings, a crisis communications expert at Alison Brod Marketing & Communications, told Observer. “Recently, however, some brands have begun to present their CEOs as relatable consumer figures. The challenge is that association cannot be manufactured, and when it seems forced, audiences take notice and, oftentimes, yes, turn it into a meme.”
And that’s exactly what happened here. Madison Humphrey, TikTok creator, known for her over-the-top entertainment, Fast parody Kempczinski clipTo amplify the joke to millions. Jennings added that while some CEOs naturally communicate on camera, others would be better off delegating that role to digital teams or influencers who can more comfortably convey the brand’s voice.
“If a particular leader naturally has a vibrant, authentic personality and feels comfortable communicating openly on camera, this type of approach can work well,” she said. “But it should never be assumed that every CEO can, or should, play this role.”
The pressure on CEOs to look more polished comes amid a widening gap in pay and culture between high-level executives and front-line workers. It’s a familiar tactic, Jennings noted, echoing how politicians film themselves riding public transportation to appear like an “everyman.” She added that those moments are often theatrical rather than sincere.
Kempczinski, who became CEO in 2019 after joining McDonald’s in 2015, is no stranger to scrutiny. Before leading McDonald’s Corporation, he held senior positions at Kraft Heinz and PepsiCo. His Instagram feed suggests the awkward burger post wasn’t an isolated moment; He frequently uploads videos of himself sampling menu items — often with the same stern demeanor. In previous clips, followers mocked him because he took small bites or failed to swallow food in front of the camera.
Despite occasional missteps, Kempczinski’s performance as CEO of the world’s largest fast food chain has been largely positive. He succeeds former CEO Steve Easterbrook, who was Launched in 2019 For misconduct, Kempczinski is credited with leading McDonald’s through the COVID-19 pandemic and modernizing the brand’s culture and digital operations. Under his leadership, the company quickly recovered from the crisis Worst quarter ever At the beginning of the COVID-19 pandemic in 2020.
Public relations experts say the crisis The sexiest thing Kempczinski can do now is not take himself too seriously and acknowledge the moment. “Make fun of himself and join in on the joke. Go on the late show and eat a Big Mac with the host. Invite an influencer or celebrity on his channel to teach him how to eat on camera in a less awkward way.” Ronica Cleary, CEO and founder of crisis communications firm Cleary Strategies, told the Observer.
McDonald’s has chosen to rely on humor rather than ignore it. On March 4, the company to publish An image of the Big Arch Burger with the caption “I can’t believe this was approved,” and on-screen text read, “Take a bite of our new product” — a reference to Kempczinski’s company’s over-the-top language in the original video.
“Knowing when to seize the moment and take a joke is one of the most effective ways a brand can defuse criticism and take back control of the conversation,” Jennings said.
