Chris Kempczinski’s taste test was mocked online, to which he said his mother had taught him: ‘Don’t talk with your mouth full’

The chief executive officer of McDonald’s recently blamed etiquette guidance from his mother for a February on-camera taste test that made him a target for ridicule – and summarily recorded another video of him eating one of the fast-food giant’s offerings in a manner potential consumers found awkward.

Chris Kempczinski suggested to the Wall Street Journal (WSJ) earlier in April that he was simply heeding maternal advice to never talk with his mouth full when he took the humorously small bite at the center of a viral video which depicted him discussing and sampling the new Big Arch burger from McDonald’s.

Do we really need a McDonald’s CEO fronting ads or a Gianni Infantino Panini sticker? No. But in the age of Trump, the boss class feels emboldened

A few weeks ago, the CEO of McDonald’s appeared in a video sampling the chain’s new “Big Arch burger”. In the clip, Chris Kempczinski, or “Chris K” as he casually calls himself, labelled it a “product”, matching the sterile tone of the review – all harsh lighting, corporate office backdrop and an awkward man talking and eating while wearing a shirt fitting uneasily under a light wool V-neck.

Why would McDonald’s, with its huge marketing budget and commercial success, choose to platform this guy? His stilted efforts were mocked and memed, with executives at Burger King and Wendy’s posting their own versions – what fun. Inevitably some market watchers claimed it drove engagement and sales. But to me, it seems to be just the latest flagrant example of CEOism: when CEOs/founders/heads of organisations centre themselves in the action – just because they can.

Larry Ryan is a freelance writer and editor

Video of Chris Kempczinski trying new ‘product’ the Big Arch burger criticized for feeling forced and corporate

Business leaders are increasingly placing themselves in front of the camera, in an effort to appear more relatable to a social media-first audience. When it goes well, it can be a huge hit. When it doesn’t, you risk becoming the subject of online ridicule.

In the recent case of Chris Kempczinski, the McDonald’s CEO and president, it’s the latter.

McDonald’s, Wagamama and others scale back plant-based choices in the UK in favour of ‘high-margin’ meat-led dishes

In 2021, vegetarianism and veganism were booming and menus reflected it. Restaurants and fast-food chains rapidly expanded their meat-free offerings, racing to meet growing demand from diners. McDonald’s launched its first plant-based burger, joining a wave of operators embracing non-meat options.

Fast forward to 2026 and the landscape looks markedly different. Last month, the fast food chain announced it was axing most of its vegetarian range – sparing only its McPlant burger – owing to weak sales. Wagamama has removed some vegan dishes from its menu, while Domino’s has also scaled back its plant-based options. The final Veggie Pret, a standalone concept store from the high street sandwich chain that started in 2016, closed in February 2024.

Commercial in Netherlands depicting festival-season chaos at ‘most terrible time of year’ prompted flurry of criticism online

McDonald’s says it has removed an AI-generated Christmas advertisement in the Netherlands after it was criticised online.

The ad, titled “the most terrible time of the year”, depicts scenes of Christmas chaos, with Santa caught in a traffic jam and a gift-laden Dutch cyclist slipping in the snow. And the message? Retreat to a McDonald’s restaurant until January and ride out the festive season.