McDonald's CEO Chris Kempczinski has responded to criticism following a viral Instagram reel showcasing the new Big Arch burger. The video, posted in February, sparked widespread online commentary regarding his presentation.

Viral Video Sparks Debate

The reel, which has garnered over 16 million views, drew attention for Kempczinski’s small bite, perceived robotic demeanor, and frequent use of the word “product” instead of expressing enjoyment. Many viewers also noted how little he appeared to chew the food.

CEO Blames Mom, Embraces Virality

Kempczinski humorously attributed the negative reactions to his mother’s advice about table manners. “I blame it all on my mom, because she told me, ‘Don't talk with your mouth full,’” he quipped in an interview with The Wall Street Journal, adding, “And I think probably in that case I should have just said, ‘You know what? To hell with it. I'm gonna talk with my mouth full.’”

Shifting Dynamics of the Creator Economy

He learned of the video’s viral status – “not in a good way” – from one of his children. Rather than being defensive, Kempczinski acknowledged the impact of the virality as a way to generate attention for the Big Arch burger.

He also highlighted the evolving dynamics of the creator economy, stating, “This notion of you can control everything — that's not the world that we're in.” He emphasized that brands no longer have complete control over their narrative.

Proactive Social Media Engagement

Kempczinski is known for regularly engaging with consumers on social media. In January, he predicted three key food trends for 2026: fiber-rich options, sweet and spicy flavor combinations, and innovative beverage choices. This proactive approach underscores the company’s efforts to connect with customers.

Positive Stock Performance

Despite the social media buzz, McDonald's stock has performed positively over the past year, suggesting the company’s business remains strong. This indicates that Kempczinski’s social media efforts, even those generating controversy, may contribute to the company’s overall visibility and engagement.