Burger and fries—America’s go-to cheap comfort meal—have developed a bad reputation over the years because of their impact on health. Often categorized as junk food, the American public still relies on them because they are supposedly affordable.
The least one could expect is for the burgers to be served with some care so customers can finish their meal and get on with their day. However, a recent video of McDonald’s CEO Chris Kempczinski tasting a new burger raises an obvious question—does the company even care about the food it is serving?
Now, one might be wondering what could possibly go wrong with a burger-tasting ritual by the company’s CEO, of all people. Perhaps an overenthusiastic oversell? Think again. From a marketing perspective, the clip appears to cross several red lines for selling a product successfully. As such, by the end, some may find themselves pondering the same question—who approved this?
What Not to Do in Marketing 101: Featuring McDonald’s CEO’s burger-tasting video
What should have been an enthusiastic savoring of the burger company’s new Big Arch burger turned into a bizarre, corporate-style tasting video by the CEO. Let’s set the scene: very simple. Kempczinski is sitting across a table with a tray carrying the company’s newest offering, alongside a packet of fries and a soda.
His introduction is strange, as he lifts the burger and says that it has been “tested in Portugal and Germany, and Canada.” Then comes the zinger. “I love this product,” he says—not food, but a product. Safe to say, it’s not a great way to connect with your target audience.
Then comes another unusual line from the head of the company: “I’m gonna do a tasting right now, but I am going to eat this for my lunch.” The use of corporate jargon for a meal being sold to the average hard-working American seemingly puzzled a section of the public, many of whom refuse to view themselves as test subjects.
The product itself looks fairly standard, with two beef patties layered with melting cheese and toppings spilling over. However, Kempczinski’s overall demeanor while eating the burger spoiled the mood, according to critics on social media. After describing the “product,” he concluded the video with a whimper: “Try it when you can get it.”
The video cooked up a storm on social media, with people questioning McDonald’s sincerity and dedication to serving tasty, affordable, and fast food.
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McDonald’s CEO gets heat on social media as rivals pile on
A user on X described the $12 burger as “overpriced survival junk calories” from a brand that seemingly doesn’t care.
Meanwhile, McDonald’s fierce rivals appear to be capitalizing on the botched marketing stunt, posting enthusiastic reviews of their own products in what many saw as a clear jibe at the fast-food giant. “This is what it looks like when you don’t have to pretend to like your ‘product,’” Wendy’s wrote on X, while its president posted a new video giving a strong endorsement of the chain’s latest offering.
A Burger CEO taste-test season has now officially commenced.
With that being said, which burger company CEO delivered the best review of their product? Let us know in the comments section below.
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