McDonald's CEO and Chairman Chris Kempczinski became the subject of social media criticism after posting a video reviewing the company's new Big Arch burger last month.

The video, which was shared on social media platforms, showed Kempczinski taking what viewers described as a notably small bite of the oversized menu item. Social media users focused their commentary on both the size of his bite and his choice to refer to the burger as a "product" rather than food.

The Big Arch burger represents McDonald's entry into the premium burger segment, featuring a larger size than the chain's traditional offerings. The item is part of McDonald's efforts to compete with other fast-food chains offering specialty burgers.

Kempczinski's video review was intended to promote the new menu addition, but instead generated widespread mockery across various social media platforms. Users criticized both his eating technique and corporate language when describing the food item.

The incident highlights the challenges corporate executives face when attempting to connect with consumers through social media marketing, where authentic presentation often resonates more than polished corporate messaging.