McDonald’s CEO Blames Mother’s Etiquette for Viral Burger Bite Backlash
McDonald’s Chief Executive Officer Chris Kempczinski has attributed the awkwardness of a viral video, in which he took a notably small bite of the new Big Arch burger, to etiquette lessons from his mother. The initial clip, released in February, drew widespread mockery on social media for appearing unnatural and disconnected from typical consumer behavior. In response to the ridicule, Kempczinski told the Wall Street Journal that he was adhering to his mother’s advice to never talk with his mouth full. Attempting to address the criticism with humor, he recorded a follow-up video eating a chicken nugget, suggesting viewers should just dive in. However, this second attempt also faced negative reactions online, with users commenting that the bite looked painful and ineffective as damage control. Despite the digital backlash and perceptions that the CEO lacks relatability, McDonald’s stock has risen approximately 3% over the past year. The incident highlights the risks business leaders face when attempting to engage directly with social media audiences to appear more approachable, as such efforts can easily backfire and invite further scrutiny rather than fostering connection.
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McDonald’s CEO Blames Mother’s Etiquette for Viral Burger Bite Backlash
McDonald’s Chief Executive Officer Chris Kempczinski has attributed the awkwardness of a viral video, in which he took a notably small bite of the new Big Arch burger, to etiquette lessons from his mother. The initial clip, released in February, drew widespread mockery on social media for appearing unnatural and disconnected from typical consumer behavior. In response to the ridicule, Kempczinski told the Wall Street Journal that he was adhering to his mother’s advice to never talk with his mouth full. Attempting to address the criticism with humor, he recorded a follow-up video eating a chicken nugget, suggesting viewers should just dive in. However, this second attempt also faced negative reactions online, with users commenting that the bite looked painful and ineffective as damage control. Despite the digital backlash and perceptions that the CEO lacks relatability, McDonald’s stock has risen approximately 3% over the past year. The incident highlights the risks business leaders face when attempting to engage directly with social media audiences to appear more approachable, as such efforts can easily backfire and invite further scrutiny rather than fostering connection.
The Guardian