McDonald's CEO Responds to the Viral Big Arch Backlash | WSJ

TL;DR

McDonald's CEO Chris Kempczinski defends his viral Big Arch bite video, blaming his mom for teaching him not to talk with his mouth full.

Key Points

• 1.Kempczinski learned he went viral from his own kids. His child called to say 'Dad, you've gone viral and not in a good way,' after which he received thousands of texts and emails referencing the clip.
• 2.The CEO blamed his small bite on his upbringing, not dislike of the product. He said his mom taught him never to talk with his mouth full, adding he probably should have just ignored that lesson on camera.
• 3.McDonald's is pushing both premium and value simultaneously. The Big Arch offers a half-pound elevated burger experience, while a new value program features 10 items under $3, targeting the full income spectrum of their 70 million daily customers.
• 4.The Big Arch was developed in under a year, reflecting a push for faster innovation. Kempczinski said McDonald's must 'strike while the iron's hot' as consumer tastes shift quickly, with the burger developed through a dedicated team covering sourcing, recipe, and equipment.
• 5.Lower-income consumers remain under significant financial pressure heading into 2026. Kempczinski cited uncertainty around energy costs and potential new inflation layers as reasons customers are being very careful with spending, consistent with trends over the past two years.