Long before the first American customer could order McDonald’s newest menu addition, the burger had already made headlines — thanks to a promotional clip featuring the chain’s own chief executive that quickly became the subject of widespread mockery online.
The Big Arch, described by McDonald’s as its first new permanent worldwide menu item since the launch of Chicken McNuggets in 1983, is set to go on sale across US locations on Tuesday. The towering sandwich features two beef patties, three slices of processed white cheese, crispy and fresh onions, pickles, lettuce and a new tangy Big Arch sauce. Pricing on the McDonald’s app and local menus, as reviewed by Cheapism, shows the burger available from around $7.59 on its own, with combo meals expected to cost upwards of $11, and some locations listing them at more than $13.
The burger had already been undergoing testing in Portugal, Germany and Canada before its American launch. It was during that period that chairman and chief executive Chris Kempczinski posted a video to introduce the product — a clip that has since drawn considerably more attention for his delivery than for the burger itself.
In the video, Kempczinski holds up the sandwich and says: “Holy cow. God, that is a big burger,” before describing the contents and telling viewers he didn’t “even know how to attack it.” After taking what many online observers noted was a notably small first bite, he declared it “so good” and “distinctively McDonald’s”, encouraging customers to try it “when you can get it.”
The reaction online was swift. Viewers widely characterised the clip as stilted and unconvincing, with many questioning whether the executive was a regular consumer of the chain’s food. “He def don’t eat McDonald’s,” one commenter wrote. Another noted it was “the smallest first bite I’ve ever seen,” while a third called it “the most unnatural thing I’ve ever seen.”
Others were more pointed in their humour. “Man’s aura screams kale salad,” one person wrote, while another offered a sardonic take: “What a delicious product my fellow humans.” A further commenter simply asked: “What’s the opposite of genuine and authentic?”
The Big Arch’s US rollout on Tuesday will mark a significant moment for the chain regardless of the online reaction to the promotional material. Whether the burger itself generates the same level of public attention as the video remains to be seen.
