A Lackluster Burger Bite

Sometimes it’s not the burger that misses — it’s the bite.

McDonald’s is always trying to up its game. The fast-food market is crowded, and the company regularly looks for new ways to stay top of mind for customers.

To that end, McDonald’s recently launched the Big Arch Burger. The sandwich is a variation on the Arch Deluxe, a premium burger that failed to gain traction in the 90s.

The Big Arch is meant to be a larger, premium version of the company’s classic burgers.

In an effort to get more customers on board, Chris Kempczinski, McDonald’s CEO, tried the burger on his own social channel.

The response has been less than enthusiastic.

Countless comments and commentary pieces note Kempczinski comes off as stiff and a little reluctant to eat the burger. He then takes a surprisingly small bite.

One Brand’s Miss is Another Brand’s Moment

While many saw the clip as a miss for McDonald’s, Burger King and others saw an opportunity.

Burger King had its CEO, Tim Curtis, take a big bite of a burger in what seemed to be a kitchen, (unlike Kempczinski’s office setting).

The battling bites went viral, and viewers were not scared to share their opinions and other food brands contributed their own executive bites.  

The taste-test showdown reinforces how important authenticity is in marketing efforts – especially on social media.