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1Repair Windows errors before they cause bigger problems2Scan for outdated or missing drivers - takes under a minute3Clear out junk files and repair common Windows errorsMcDonald’s CEO Chris Kempczinski’s promotional video for the Big Arch drew online jokes about his small bite and corporate-sounding delivery. Burger King answered with a clip of its US and Canada president, Tom Curtis, taking an enthusiastic bite of a Whopper and joking that he needed a napkin. The exchange became a fast-food social-media moment, but neither video establishes which burger tastes better—or whether Kempczinski disliked the Big Arch.
What happened in McDonald’s Big Arch video?
In February 2026, Kempczinski posted a promotional taste-test video for the Big Arch, a new McDonald’s burger. The Guardian reported that he called it a “product,” described its size and took a small bite. The clip went viral later, prompting viewers to mock the presentation as stiff or forced. Those reactions describe how some people read the video; they are not evidence of what Kempczinski thought of the burger.
The Big Arch was described by The Guardian as containing two quarter-pound beef patties, three slices of melted white cheddar, crispy onions and Big Arch tangy sauce. The paper reported a nationwide, limited-time US launch scheduled for March 3, 2026. That launch-period report does not establish whether the burger is available now.
How did Burger King respond?
Burger King posted a TikTok video featuring Tom Curtis, the company’s president for the US and Canada. In contrast to Kempczinski’s measured presentation, Curtis took an enthusiastic bite of a Whopper and joked that the only thing he needed was a napkin. The contrast in tone was the point of the response: Burger King used the same taste-test format to present a more exuberant reaction.
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Did other fast-food chains join in?
Yes. Axios reported that Burger King and Wendy’s were among McDonald’s rivals whose executives recreated the taste-test format. The clips turned one promotional video into a broader brand-response moment, with competitors using familiar products and contrasting performances to draw attention.
How much attention did the videos receive?
Axios cited PeakMetrics figures indicating the conversation spread widely across social platforms. These are attributed monitoring estimates, not a direct count of every viewer or person who saw a post.
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| Reported measure | Figure and attribution |
|---|---|
| Mentions and reach on one Sunday | 47,900 total mentions and a reach of 5.8 billion across platforms, according to PeakMetrics as reported by Axios. |
| Mentions on X since the initial release | More than 50,000, according to PeakMetrics as reported by Axios. |
| Share of online conversation about the McDonald’s burger video | Burger King appeared in 68% of the conversation; Wendy’s appeared in 18%, according to PeakMetrics as reported by Axios. |
The conversation figures show that Burger King became a prominent part of the online response. They do not show that the video changed customer preferences or caused a sales increase.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Did the viral moment boost Big Arch sales?
Axios reported that a McDonald’s spokeswoman said early Big Arch sales were beating expectations. That is a company-attributed statement about sales; it does not establish that the taste-test video caused the result.
Rank #3
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Digital strategy consultant Sara Wilson offered a broader explanation for Kempczinski’s visibility. She told Axios: “Virality is a product of putting a lot of shots on goal. Kempczinski has been showing up day after day, week after week, for years on social media.” Her comment points to sustained executive activity online, rather than treating one clip as the sole explanation for attention.
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What the videos do—and don’t—tell you
- They show a contrast in presentation: Kempczinski took a small bite and spoke in product-focused terms; Curtis took an enthusiastic bite and made a napkin joke.
- They record audience reaction: viewers mocked Kempczinski’s delivery, while rivals used the attention to make their own clips.
- They are not a taste test in any useful comparative sense: the videos do not provide a controlled comparison of the Big Arch and Whopper, and they cannot establish either burger’s taste or quality.
- They do not prove Kempczinski disliked the burger: the online interpretation of his expression or delivery is not confirmation of his opinion.
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