McDonald's Big Arch Taste Test: When Fast Food CEOs Go Viral

Why did McDonald's CEO Chris Kempczinski's recent taste test video of the new Big Arch burger gain so much attention? More importantly, what does this mean for the fast-food industry where authenticity is now a battleground?

The Raw Data

It all started with one video. McDonald's CEO Chris Kempczinski took a bite of the Big Arch burger, describing it as a 'product.' The video quickly went viral, and not in a flattering way. Viewers focused on his buttoned-up delivery and the awkwardness of his modest mouthful. While the clip was considered cringey by many, it ignited a chain reaction across the fast-food market.

In the days following, CEOs from Burger King to Ohio-based Gold Star Chili joined the fray, posting their own taste-test videos. Their aim? To appear more authentic and down-to-earth than Kempczinski. But what does authenticity really mean when you're trying to sell fast food?

Context: A Bigger Picture

Let's take a step back. Why are fast-food CEOs so keen on being consumer-facing in the first place? Fast food is all about creating quick, relatable connections. In an age where social media magnifies every move, these leaders may feel compelled to appear genuine and relatable.

But here's the thing: Just because something goes viral doesn't mean it's building brand strength. Viral moments can create a sales blip, but they're not the foundation of long-term brand equity. Remember the Grimace campaigns from McDonald's? Those campaigns tapped into nostalgia and had a lasting impact. The taste test trend? It risks being forgotten as just another internet 'cringe moment.'

Industry Insiders Weigh In

According to Mike Perry, founder of the creative agency Tavern, McDonald's may have fared better than its competitors, just by staying in the spotlight. His take? While competitors scrabble to prove their authenticity, McDonald's continues to dominate the conversation simply by prompting a reaction. It's a classic case of 'attention as the first mover, product second.'

Yet, Perry remains skeptical about brands engaging in public spats unless it clearly adds value. Why give airtime to your competition? When rivals like Wendy's and Burger King reacted, they ended up reinforcing McDonald's central role in the fast-food narrative. Their responses proved that even when they try to hijack the moment, they're still revolving around the industry's biggest player.

What's Next?

So, where does this leave us? For starters, consumers are curious about the Big Arch burger, with some even trying it just to see if the fuss was justified. And let's be honest, the goal of fast-food marketing is to make people hungry enough to order. In that sense, McDonald's succeeded.

But will these viral moments translate into lasting success for the brand? That's the real test. Brands need to ask themselves if fleeting online attention is enough to drive sustainable growth. After all, you can tokenize the deed. You can't tokenize the plumbing leak.

Ultimately, the fast-food industry might learn that while the competition for authenticity is intense, it's not just about looking cool. It's about staying relevant and, most importantly, making sure people keep coming back for more.