McDonald’s has been riding high recently. Its Friends inspired adult Happy Meal tapped into its adult audience in a completely new way. Combining nostalgia for the much-loved sitcom with the enduring appeal of a collectable.
The big ouch
But when McDonald’s CEO Chris Kempczinski took to Instagram to taste test the “Big Arch” last month, the result wasn’t just a slightly awkward video, it was a case study in how quickly a brand can lose control of a narrative and how competitors can capitalise on even the smallest of faux pas.
The concept was simple enough. CEO taste tests (and thoroughly enjoys) burger to demonstrate he believes in what he’s selling. If only it were that simple.
Burger blunder
In the video that quickly went viral for all the wrong reasons, Chris can be seen testing out what he unnervingly calls his ‘product’ from a cold, sterile office environment. No colleagues in view. No one to share his ‘product’ with.
The burger itself looks like it’s been Deliveroo’d in and left to sit for a while. It’s a sad squashed mess of shredded lettuce that Chris holds like it’s his first time handling food with his bare hands. He takes a hesitant, almost reluctant nibble before promising (a little too strongly) that he will finish his delightful ‘product’ off camera. He’s not ‘loving it’ – he’s borderline repulsed.
Impressively, the video comes across both scripted and entirely unthought-out. Not only unconvincing but cringeworthy and embarrassing.
To make matters worse, it wasn’t posted from the polished McDonald’s brand channel; it came directly from the CEO’s own Instagram page. This should, if anything, have confirmed its authenticity. But instead, its lack of refinement gives the impression of a top-down “I’ll show you how it’s done” moment, in which Chris bypasses the instincts of his marketing team only to fall flat on his face.
Fast food, faster reactions
To McDonald’s credit, the video remains live despite the unwanted reaction it received. But by leaving it up, the fast-food giant left the door wide open for competitors to pick up Chris’s discarded “Arch”, swap it for their own ‘product’ of choice, and run with it.
And it didn’t take long before rival chains responded.
In Burger King’s reaction video, President Tom Curtis appears in one of the chain’s many kitchens, surrounded by staff, and endearingly wearing a Burger King branded apron. He takes a genuinely large bite of the Whopper he’s testing and instantly smiles at his team. It feels unscripted and it works. He’s not only enjoying the burger but showing appreciation to his staff too. He has friends to enjoy his lunch with – unlike Chris in his empty office.
Wendy’s US President Pete Suerken takes things a step further in his attempt by making the burger himself, talking through the ingredients and cooking process. He then looks straight down the camera to eat it in much the same way as Chris. But this isn’t a first for Pete – he’s such a seasoned Wendy’s eater that he dunks his fries in his milkshake. It’s playful, relatable and convincing.
Taking a more relaxed approach, Costco’s CEO Ron Vachris sits at an in-store picnic bench, blending in with his customers. He’s just one of the guys popping out for lunchtime snack. A subtle outtake later shows him saying he would happily do another take, and eat another hotdog, doing more to signal authenticity than any scripted endorsement ever could.
All three videos clearly have higher production value than Chris going rogue with a camera phone, but they still somehow deliver more personality. They tone down the corporate language in favour of human behaviour. And most importantly the authenticity of these videos isn’t forced. They didn’t copy McDonald’s approach. They spotted a misstep, took an opportunity and elevated an idea.
Read the room
Moments like these reinforce the importance of not just watching your own output but actively observing the wider landscape. Making original content is important but being able to spot a trending opportunity, respond and contrast can really get a brand noticed.
And in a landscape where one slightly awkward bite can spark a wave of competitive content, staying in tune with how other brands move isn’t just useful, it’s essential.
At bClear, we keep a close eye on what’s changing and evolving in our client’s target markets, so they don’t have to. Pointing out not only prime opportunities to react, but opportunities to elevate and make a story their own.
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