McDonald's CEO Bite Goes Viral

The promotional video that sparked the "tiny bite" memes was originally posted by CEO Chris Kempczinski on his Instagram account on February 3, 2026, but went viral around the Big Arch Burger's U.S. launch on March 3. Viewers mocked the CEO's perceived lack of enthusiasm, his "robotic" energy, and his description of the 1,020-calorie burger as a "product." Rival chains quickly capitalized on the viral moment. The president of Burger King, Tom Curtis, posted a video enthusiastically eating a Whopper. Wendy's U.S. CEO, Pete Suerken, shared a clip of himself grilling a patty and eating a Baconator, while KFC's U.S. President, Catherine Tan-Gillespie, took a large bite of a chicken sandwich, stating, "we leave beef to the other guys." The Big Arch Burger itself is a substantial offering, featuring two quarter-pound beef patties, three slices of white cheddar cheese, a new tangy Big Arch sauce, and both crispy and raw slivered onions on a sesame and poppy seed bun. Before its limited-time debut in the United States, the burger was available in several international markets, including Canada, Germany, and Portugal. In response to the online mockery, McDonald's official social media accounts chose to lean into the joke. One post featured an image of the Big Arch Burger with the text, "take a bite of our new product," directly referencing the CEO's corporate language that had drawn criticism. The "First Job Confessional" campaign launched on March 6, National Employee Appreciation Day. It builds on the statistic that one in eight Americans have worked at McDonald's, aiming to counter the "McJob" perception by highlighting transferable skills learned in early employment. As part of the campaign, McDonald's is touring special "confessional booths" that resemble ordering kiosks to four U.S. cities: New York, Austin, Pittsburgh, and Chicago. Participants who share a story about their first job can receive a $15 McDonald's gift card.