McDonald’s CEO Chris Kempczinski’s Big Arch Burger taste test video went viral last month, in part because of the CEO’s tiny, hesitant “nibble” of the massive burger.
As a result, CEO’s of other fast food restaurants, like Wendy’s and Burger King, did their own spinoffs featuring their own signature burgers.
Even Costco got involved with CEO Ron Vachris chowing down on their $1.50 hot dog and drink combo.
A month later, Wall Street Journal business columnist Tim Higgins interviewed Kempczinski at McDonald’s headquarters in Chicago.
Going viral
The 11-minute video addresses the “viral snafu” within the first minute.
“I got a call from one of my kids, and they said, ‘Dad, you’ve gone viral, and not in a good way,’” Kempczinski laughed.
When asked about social media’s reaction to his video, McDonald’s CEO took the “any publicity is good publicity” approach.
“It’s great that people are talking about the Big Arch (burger),” Kempczinski said.
Table manners are to blame?
One of the main criticisms of his taste test video was his tiny bite, leading social media users to joke about whether he was a vegetarian, regretted his career choice, or even liked McDonald’s food.
Defending his case, Kempczinski said he blames it all on his mom, who taught him not to talk with his mouth full when he was a child.
Many argue that CEOs have no place on social media, but Kempczinski contends that CEOs often serve as the face of the brand, and McDonald’s might be an exception due to its worldwide popularity.
“McDonald’s is a fun brand,” Kempczinski said. “We’re in a world now where how consumers are engaging with brands is a lot more dynamic.”
Perhaps the most promising news from the interview is that McDonald’s is actively working toward lowering prices with its $5 Meal Deal and the recent announcement of 10 items under $3.
“At McDonald’s, value is in our DNA,” Kempczinski said.