\n<\/p>\n
Business leaders are increasingly placing themselves in front of the camera, in an effort to appear more relatable to a social media-first audience. When it goes well, it can be a huge hit. When it doesn\u2019t, you risk becoming the subject of online ridicule.<\/p>\n
In the recent case of Chris Kempczinski, the McDonald\u2019s CEO and president, it\u2019s the latter.<\/p>\n
A video of the head of the iconic fast food chain trying a new menu item has gone viral, with social media and online comedians mocking his awkward taste test and citing it as evidence that he did not enjoy the experience of his own firm\u2019s burger. <\/p>\n
In the clip, which was posted in February but went viral over the weekend, Kempczinski talks about how much he loves the new Big Arch burger, which he calls the \u201cproduct\u201d \u2013 an unusual moniker for a sandwich.<\/p>\n
Kempczinski then goes on to describe the new menu offering, which consists of two quarter-pound beef patties, three slices of melted white cheddar cheese, crispy onions and a signature \u201cBig Arch\u201d tangy sauce.<\/p>\n
\u201cI\u2019m going to do a tasting right now, but I\u2019m going to eat this for my lunch, just so you know,\u201d Kempczinski tells the audience. He then sheepishly looks around the burger, saying: \u201cI don\u2019t even know how to attack it, there\u2019s so much to it.\u201d <\/p>\n
Finally, he takes a small bite of the burger, and proceeds to show the camera the small indentation he made.<\/p>\n
Commenters on the video were quick to call out the apparently forced nature of the video. One wrote, \u201cMan\u2019s aura screams kale salad.\u201d<\/p>\n
Another said, \u201cThat was the smallest first bite I\u2019ve ever seen.\u201d<\/p>\n
A third commenter mocked Kempczinski\u2019s usage of corporate lingo in the video: \u201cIt scares me when you call the food \u2018product.\u2019\u201d<\/p>\n
A Reddit user offered some advice: \u201cIf McDonald\u2019s cares about its future, they need to make sure [Kempczinski is] anywhere but in front of a camera.\u201d<\/p>\n
The McDonald\u2019s Big Arch burger will launch nationwide in the US for a limited time, beginning on 3 March. <\/p>\n
Kempczinski has served as president and CEO of McDonald\u2019s since 2019, succeeding Steve Easterbrook, who was fired after engaging in a relationship with a senior female employee. In 2023, Easterbrook, who is British, was fined $400,000 (\u00a3328,000) by the US Securities and Exchange Commission (SEC) for \u201cconcealing the extent of his misconduct\u201d.<\/p>\n
McDonald\u2019s did not reply to the Guardian\u2019s request for comment.<\/p>\n