The CEO of McDonald’s, Chris Kempczinski, recently attributed a viral on-camera taste test incident to the etiquette lessons he received from his mother. In a February video, Kempczinski became the subject of online ridicule due to his awkward eating style while promoting the new Big Arch burger, leading him to record another video where he showcased his eating technique in a chicken nugget segment that also drew criticism from viewers.
In an interview with the Wall Street Journal (WSJ) earlier this month, Kempczinski explained that he was following his mother’s advice to avoid speaking with his mouth full when he took a notably small bite during the infamous taste test video. “I blame it all on my mom because she told me, ‘Don’t talk with your mouth full,’” he stated while speaking with WSJ columnist Tim Higgin. He humorously remarked that perhaps he should have disregarded that advice for the sake of the demonstration.
When asked if he had any tips for eating on camera more naturally, Kempczinski chuckled and suggested, “Just dive right in,” before proceeding to take a bite of a McDonald’s chicken nugget.
The reaction to his previous video on February 4, where he struggled to take a proper bite of the Big Arch, was met with considerable derision online. Viewers commented that he seemed unsure about how to approach the burger, describing it as a “product” he didn’t know how to tackle due to its complexity.
Responses from social media users continued to criticize his eating style. One Instagram user remarked that his minuscule bite in the recent chicken nugget video was even more cringeworthy than the earlier burger video. Another user noted that he appeared reluctant to eat his own company’s offerings.
On TikTok, reactions included comments questioning why he seemed to find eating painful, with some users suggesting that his attempts at damage control were ineffective.
The comments echoed the backlash from the Big Arch video, which gained significant attention in late February and early March. One viewer expressed concern over Kempczinski referring to the food as a “product,” while another remarked on his presentation, suggesting that he seemed more suited to promoting healthier options like kale salad rather than the indulgent Big Arch burger, which features white cheddar cheese, tangy sauce, and two quarter-pound beef patties.
Despite the wave of mockery directed at him, Kempczinski might not be overly concerned. According to a recent report from Business Insider, McDonald’s stock had seen an increase of approximately 3% over the past year, even amidst mixed reviews for the Big Arch.
Since joining McDonald’s in 2015, following his roles at PepsiCo and Kraft International, Kempczinski has built a notable career, becoming the CEO of the Chicago-based fast-food chain in 2019 and earning recognition in the American Advertising Federation’s Hall of Achievement.
