Burger King CEO Takes a Swipe at McDonald's Boss Following His Burger Blunder

Burger King has appeared to poke fun at a rival marketing campaign after a social media video featuring a senior executive eating a burger drew widespread criticism online. The clip, posted by McDonald's chief executive Chris Kempczinski, was intended to promote the company's new 'Big Arch' sandwich but quickly became the subject of mockery across platforms including TikTok, Reddit and X.

The controversy began when Kempczinski shared a video on 1 March 2026 introducing McDonald's new 'Big Arch' burger, which the company has described as its first major permanent global menu addition in decades. The clip was intended to promote the item ahead of its launch in the United States but quickly became the focus of online criticism.

Days later, Burger King posted a video showing Tom Curtis, president of Burger King US and Canada, unwrapping a Whopper and taking a large bite. Although the company did not directly mention its rival, many viewers interpreted the clip as a playful response to the earlier McDonald's video.

Criticism of the McDonald's 'Big Arch' Launch

Kempczinski's video shows the chief executive seated at a desk describing the Big Arch, which includes two quarter-pound beef patties and three slices of white cheddar. During the clip he refers to the burger as a 'product,' wording that drew immediate attention from viewers on social media platforms including TikTok, Reddit and X. Some commenters criticised the language as sounding overly corporate for a fast-food promotion.

Others focused on the moment when Kempczinski sampled the burger, taking what many online users described as a very small bite. Several comments joked that the chief executive appeared hesitant to eat the sandwich he was promoting.

Despite the criticism, the clip generated millions of views within days of being posted and significantly increased online discussion of the Big Arch ahead of its wider release.

The burger has already been introduced in several international markets, including the United Kingdom, Ireland and Canada, before its promotion in the United States.

Burger King's Response

Two days after the McDonald's video began circulating widely, Burger King posted a clip featuring Curtis. The video shows Curtis standing in a kitchen setting while unwrapping a Whopper. He then takes a large bite of the burger, finishing the moment with mayonnaise visible on his face before asking for a napkin. The clip was shared on the company's TikTok account with the caption 'Thought we'd replay this,' prompting viewers to immediately compare it with the McDonald's video.

Although Burger King did not mention its competitor directly, many comments described the video as a humorous response to Kempczinski's promotional clip.

The footage itself was not newly recorded. It had originally been filmed as part of a campaign promoting an updated version of the Whopper, which Burger King says now features a revised bun and packaging.

Role of Executives in Modern Marketing

Both companies have increasingly featured senior executives in marketing content shared on social media. Burger King has recently leaned into this strategy by launching a 'President's Hotline,' encouraging customers to send feedback directly to Curtis about food quality and their experiences at restaurants.

McDonald's, meanwhile, has positioned the Big Arch as a key menu addition following earlier launches in markets including the United Kingdom, Ireland and Canada. The item has now been introduced in the United States as part of the company's current promotional push.

The company has not publicly commented on the criticism surrounding Kempczinski's video. However, the exchange has drawn significant attention online and added another moment to the long-running rivalry between the two fast-food brands.