The viral video of McDonald’s CEO struggling to take a bite of the chain’s burger racked up millions of views — and now Chris Kempczinski is again under scrutiny. In an interview with The Wall Street Journal, he was filmed tasting the company’s signature nuggets. The problem: once again, there was little enthusiasm, as the CEO settled for a very small bite.
In the interview, Kempczinski addressed the burger video, saying, “I blame it all on my mom, because she told me, 'Don't talk with your mouth full.’ 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.’”
As a reminder, in the clip that sparked the controversy in early February, Kempczinski sampled McDonald’s new Big Arch burger. Many viewers focused on his stiff body language, noting the tiny bite he took, the way he repeatedly referred to the burger as a “product,” and said it did not appear he chewed or enjoyed it.
Much of the online ridicule centered on the moment when Kempczinski sat in front of the camera and declared, “I don't even know how to attack it – there's so much to it.” Then came the moment that went viral: the CEO cautiously — almost hesitantly — took a small, unenthusiastic bite.
The post drew millions of views and triggered responses from competitors, who launched marketing campaigns highlighting how much their own CEOs enjoy eating their products.
Kempczinski said he first learned the video had sparked negative reactions when one of his children called him and said, “Dad, you’ve gone viral — and not in a good way.”
Still, he took the criticism in stride, saying the video’s virality brought more attention to the Big Arch burger. He added that in today’s economy, consumers interact with brands in a more dynamic way and play an equal role in shaping brand perception alongside the companies themselves. “This notion of you can control everything — that's not the world that we're in,” he said.
Nuggets tasting that failed to impress
In the nuggets video, which is also gaining traction online, some users claimed it was “worse than the burger video.” Much of the mockery focused on the gap between the CEO’s statement that he was “expecting a good bite” and the reality of him taking a very small bite without showing a positive reaction.