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McDonald’s CEO Chris Kempczinski’s promotional video for the Big Arch drew online mockery for his small bite and corporate-sounding delivery. Burger King answered with a TikTok showing its US and Canada president, Tom Curtis, taking an enthusiastic bite of a Whopper and joking that he needed a napkin. The exchange became a fast-food marketing moment—not evidence of which burger tastes better.
What happened in McDonald’s Big Arch video?
In February 2026, Kempczinski posted a promotional video tasting McDonald’s Big Arch. The Guardian reported that he called it a “product,” described its size and took a small bite. The video went viral later, drawing comments that described his presentation as stiff or forced. Those reactions reflect viewers’ interpretations; they do not establish that Kempczinski disliked the burger. The Guardian’s account covered the video and its reception.
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How did Burger King respond?
Burger King posted a TikTok featuring Tom Curtis, its president for the US and Canada, eating a Whopper with visible enthusiasm. Curtis joked that the only thing he needed was a napkin. The contrast with Kempczinski’s more restrained delivery made the response easy to understand as a playful jab, rather than a serious product comparison. Axios reported on Burger King’s response.
Why did the two videos feel so different?
| Video | Presentation | Role in the exchange |
|---|---|---|
| Chris Kempczinski, McDonald’s | Described the Big Arch as a “product,” discussed its size and took a small bite; some viewers called the delivery stiff or forced. | Promotional taste test that triggered online reactions. |
| Tom Curtis, Burger King | Took an enthusiastic bite of a Whopper and joked about needing a napkin. | Playful response that contrasted with the first video. |
The difference was one of presentation, not a controlled comparison of the burgers. Axios also described Wendy’s and other rivals as joining the trend by recreating the taste-test format. Axios’s coverage describes the broader brand response.
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What is the Big Arch burger?
The Guardian described the Big Arch as a burger with two quarter-pound beef patties, three slices of melted white cheddar, crispy onions and Big Arch tangy sauce. Its March 2026 coverage said a nationwide US limited-time launch was scheduled for March 3, 2026. That is launch-period context, not confirmation that the burger is currently available. The Guardian reported the ingredients and launch timing.
How much attention did the videos get?
Axios cited PeakMetrics figures showing 47,900 total mentions and an estimated reach of 5.8 billion across platforms on one Sunday. PeakMetrics also counted more than 50,000 mentions on X since the McDonald’s video was initially released. In the online conversation about the video, Burger King accounted for 68% of mentions and Wendy’s for 18%, according to the same attribution. These are reported social-listening figures, not measures of sales or proof that viewers changed what they bought. Axios reported the PeakMetrics figures.
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- Treat someone to flame-grilled flavor they won't forget, from the iconic Whopper to Chicken Fries, snackable sides and refreshing drinks.
- Great for fans of bold taste and undeniable flavor. Perfect for friends, coworkers, road trippers or anyone who deserves a break from the ordinary.
- Accepted at Burger King restaurants across the U.S., and valid on everything from breakfast sandwiches to late-night cravings.
- Redeemable in-store, online or through the BK app at participating locations.
Axios also reported that a McDonald’s spokeswoman said early Big Arch sales were beating expectations. That attributed statement does not show that the viral video caused the sales result. Sara Wilson, founder of digital strategy consultancy SW projects, told Axios: “Virality is a product of putting a lot of shots on goal. Kempczinski has been showing up day after day, week after week, for years on social media.” Axios’s coverage includes Wilson’s comment and the sales attribution.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the exchange does—and does not—show
The videos show two executives presenting their brands’ burgers in contrasting styles, and how competitors used a viral moment to draw attention. They do not establish the taste, quality or nutritional value of either burger. Viewers’ jokes about Kempczinski’s bite are audience reaction, not proof of his private opinion. The reported sales comment is likewise not evidence that the videos drove purchases.
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- Treat someone to flame-grilled flavor they won't forget, from the iconic Whopper to Chicken Fries, snackable sides and refreshing drinks.
- Great for fans of bold taste and undeniable flavor. Perfect for friends, coworkers, road trippers or anyone who deserves a break from the ordinary.
- Accepted at Burger King restaurants across the U.S., and valid on everything from breakfast sandwiches to late-night cravings.
- Redeemable in-store, online or through the BK app at participating locations.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
