McDonald's CEO Chris Kempczinski has attributed his awkward performance in a viral burger taste test video to advice from his mother. In an interview with The Wall Street Journal published on Monday, Kempczinski said the infamous clip, which drew widespread online criticism, was a lesson in modern brand engagement.
The video, posted to his Instagram account on 4 February, showed Kempczinski taking a small, seemingly unenthusiastic bite of the chain's new Big Arch burger. It has been viewed over 16 million times, with social media users criticising his robotic delivery, his reference to the burger as a "product," and his apparent lack of chewing.
CEO Responds to Viral Criticism
Kempczinski told The Wall Street Journal he first learned of the backlash from one of his children, who called to inform him, "Dad, you've gone viral, and not in a good way." He directly addressed his stilted manner in the video, stating, "I blame it all on my mom, because she told me, 'Don't talk with your mouth full.'"
"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,'" he added.
Embracing the Creator Economy
Despite the mockery, the CEO adopted a pragmatic view of the incident. He argued that the video's virality ultimately drew more attention to the Big Arch burger launch. Kempczinski framed the episode as indicative of the new "creator economy," where consumers actively shape a brand's image alongside the company itself.
"This notion of you can control everything — that's not the world that we're in," Kempczinski stated, acknowledging the shift in how brands interact with the public.
Context and Broader Activity
Kempczinski also used the interview to dispel rumours that he is a secret vegetarian. He is a regular poster of McDonald's-related content on social media; in January, he posted a reel predicting the top three food trends for 2026: fibre, sweet and spicy flavours, and fun drinks.
The company's stock has risen approximately 3% over the past year, showing investor confidence remains steady amidst the unusual publicity.