McDonald’s CEO’s viral burger video turned memes into money

A video of McDonald’s CEO, Chris Kempczinski, awkwardly tasting a new burger has not only gone viral but has also turned memes into tangible revenue. The clip, which featured Kempczinski taste-testing the Big Arch burger in his office, initially gained average engagement on LinkedIn. However, it quickly took off after being mocked on social media platforms like X (formerly Twitter) and TikTok.

In the video, Kempczinski refers to the burger as a “product” while taking a small, somewhat stiff bite, which sparked widespread amusement and imitation. Fast-food rivals like Burger King and Wendy’s, along with social media users, began recreating the video, turning it into a meme. Even McDonald’s brand accounts got in on the joke, posting a photo of the burger with the caption, “take a bite of our new product.”

While the viral nature of the video initially poked fun at the corporate tone and awkwardness of the presentation, it also significantly raised awareness for McDonald’s. As a result, early sales have surpassed expectations, according to a McDonald’s spokesperson.

“The buzz and awareness created material value for the company,” said the spokesperson, highlighting the commercial impact of the viral video.

In addition to boosting sales, the video also enhanced Kempczinski’s social media presence, which has been growing in recent years. His Instagram following has grown tenfold, and his LinkedIn audience has doubled since 2023. By comparison, Kempczinski now has seven times more followers than the CEO of Starbucks, Brian Niccol.

From a numbers standpoint, McDonald’s saw a massive surge in online activity following the viral video. On one Sunday, the brand garnered 47,900 mentions, reaching an astonishing 5.8 billion people across all platforms. This made it the highest conversation day for McDonald’s in any campaign, all with minimal effort and cost.

The unexpected viral success of the “Big Arch” video shows how modern executives like Kempczinski are leveraging social media to build personal brands while simultaneously boosting their company’s visibility and sales.