McDonald's CEO Chris Kempczinski's video of a Big Arch burger taste test set off an ongoing social media scrum with fast-food brands piling on and some trying to change the narrative.
As the March arrival of McDonald's biggest burger ever neared, the February video of Kempczinski taking a bite of the Big Arch surfaced. "I love this product," Kempczinski says in the clip ahead of trying the burger. "It is so good. I'm gonna do a tasting right now, but I'm gonna eat this for my lunch, just so you know."
Business news site Inc. noted in its chronicle of the fallout, "Sharp-tongued viewers first took aim at the single, timed nibble Kempczinski took from the XXL burger during the entire 81-second video."
Competitors Burger King and Wendy's pounced, issuing snarky videos of their own execs happily chomping on their burgers.
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