McDonald’s CEO Chris Kempczinski recently addressed the criticism around his viral Big Arch clip that he posted earlier this year. He also shared his opinion on the video’s virality and how the consumers and competitors have since parodied it.
McDonald’s CEO Chris Kempczinski talks about viral burger clip
In an interview with The Wall Street Journal, McDonald’s CEO Chris Kempczinski shared his thoughts on going viral by eating his company’s burger.
When asked, the CEO said that he learned about going viral from his kids. He recalled his kids saying that he had “gone viral and not in a good way.” He claimed that it was followed by texts, emails, and calls, all related to the viral clip.
For context, on February 8, Kempczinski shared a video on Instagram promoting a new McDonald’s menu item, The Big Arch. While describing it, he takes a bite of the burger and refers to it as a “big bite.” However, the internet has since mocked the executive for taking a small bite and then calling it otherwise. Rival brands have also made their own videos with their respective representatives taking a comparatively larger bite of their products.
Despite the overwhelmingly critical reception, Kempczinski said that it has given people a chance to talk about the new product. Furthermore, he acknowledged that when someone uses social media, they need a “thick skin.”
The interviewer then asked Kempczinski what his thoughts were about people alleging that he doesn’t like his company’s burger or that he is secretly a vegetarian. The McDonald’s representative laughed and said, “I’m definitely not a vegetarian.” He then joked that he blames it all on his mom for telling him not to talk with a mouthful. In hindsight, he said he should’ve just gone against that rule and talked with a mouthful for the video.
The interview then asked whether CEOs should avoid social media, saying it could pose a risk to the company. Kempczinski opposed the idea, saying that, in many cases, CEOs are the face of the company for better or worse. He believes this is especially true for a brand like McDonald’s, because consumers have “so much interest” in the food chain.
He noted that CEOs should consider how best to engage on social media. The executive also credited the dynamic nature of how content creators and general consumers engage with the brands. Kempczinski understands that consumers are in control of the brand as much as the company.
