If you’ve been on social media lately, you’ve probably seen a lot of high-powered executives doing something they usually do behind closed doors: eating.
The “Burger Wars” have officially moved from the drive-thru to the FYP, and it all started with a single, “cautious” nibble.
The “Product” Heard ‘Round the World
It began when McDonald’s CEO Chris Kempczinski posted a promotional video for the brand’s massive new 1,020-calorie Big Arch Burger. While the burger itself looked impressive, the internet fixated on two things:
1. The Bite: Viewers mocked the CEO for taking what many called a “mouse-sized” or “hesitant” nibble of the sandwich.
2. The Lingo: Kempczinski repeatedly referred to the burger as a “product,” prompting fans to joke that he talked about lunch like he was selling an IKEA desk.
One top comment on TikTok summed up the vibe perfectly: “Man’s aura screams kale salad.”
The Rivals Strike Back
Sensing blood (or maybe just ketchup) in the water, rival chains didn’t just comment—they grabbed their cameras.
• Burger King: BK President Tom Curtis released a video showing him taking a massive, unapologetic bite of a Whopper. The caption? A shady: “Thought we’d replay this.”
• Wendy’s: Not to be outdone, Wendy’s U.S. President Pete Suerken joined in, devouring a burger with a caption that cut deep: “This is what it looks like when you don’t have to pretend to like your ‘product.’”
• A&W & Jack in the Box: Even other chains joined the pile-on, with Jack in the Box commenting: “From one CEO to another: eat your product.”
Marketing Genius or Corporate Cringe?
While some called the videos “corporate cringe,” the strategy is working. By leaning into the meme, McDonald’s managed to get millions of eyes on the Big Arch launch, even if it meant taking a few jokes at the CEO’s expense. Meanwhile, Wendy’s and Burger King proved once again that in the modern marketing landscape, authenticity (and a little bit of pettiness) is the ultimate currency.
The lesson? In 2026, if you’re going to sell a burger, you’d better be prepared to actually eat it.