What was meant to be a high-stakes launch for McDonald's 'biggest and boldest' burger has instead devolved into a corporate PR nightmare, as CEO Chris Kempczinski's awkward eating habits became the internet's latest obsession.
In a promotional video for the Big Arch, a massive double-patty burger released in the US on 3 March 2026, Kempczinski was filmed taking what critics have dubbed a 'timid nibble' rather than a standard bite.
