The launch of the McDonald’s Big Arch was supposed to be a massive win, but CEO Chris Kempczinski’s awkward promotional video has turned it into a full-scale PR nightmare. Fans are roasting the executive for referring to the 1,000-calorie burger as a “product” rather than food, making the meal sound more like a software update than lunch. The viral “Squidward Bite”—a hesitant nibble that barely touched the bun—has fueled theories that even the company’s leadership won’t eat what they sell.
Social media users have quickly linked the stiff performance to a 1991 Simpsons episode where Krusty the Clown spits out his own burger the moment the cameras stop rolling. While conspiracy theorists revisit old genomic reports about “”Soylent Meat,”” Burger King has capitalized on the chaos with a “”manly”” Whopper-eating video that fans are calling a masterclass in shade. Despite the backlash, McDonald’s appears to be leaning into the cringe marketing, banking on the idea that being the main character of a viral roast sells more burgers than perfection ever could.
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