McDonald's CEO Ridiculed for Burger Mukbang Explains, "It's My Mother's Fault"

The CEO of McDonald's, who became a subject of ridicule for his awkward tasting manner while personally showcasing a new menu item in a so-called "mukbang" video, has offered an explanation.

In an interview with the Wall Street Journal (WSJ) released on April 7 (local time), CEO Chris Kempczinski said, "It's all my mother's fault." He added, "Since I was young, my mother always taught me not to speak with my mouth full of food."

Previously, in February, Kempczinski filmed a promotional video where he tasted McDonald's new Big Arch Burger. However, controversy arose as the footage showed him taking only a very small bite and making an awkward expression. Notably, he referred to the hamburger as a "product" rather than "food," which drew further criticism. Viewers who watched the video commented, "He looks like he doesn't want to eat it," "Did he even eat the burger?" and "That's the smallest first bite I've ever seen."

Chris Kempczinski, CEO of McDonald's, eating a hamburger. X (formerly Twitter / X)

원본보기 아이콘

Kempczinski admitted that he first learned about the negative feedback regarding the video from his daughter. Reportedly, his daughter called him and said, "Dad, your video is going viral on the internet, but it's not for a good reason."

Nevertheless, when asked why he still actively participates in social media marketing, Kempczinski emphasized, "I'm aware of the high level of interest in McDonald's, and for better or worse, the CEO is usually the face of the brand." He added, "The more directly a brand engages with consumers, the more important it is to appear in public." He went on to say, "It's necessary to consider how to communicate with the public, and I believe there are specific spaces where it makes sense for the CEO to step forward and engage. For me, McDonald's is a fun brand."

Meanwhile, during the interview, Kempczinski directly confronted the controversy by tasting chicken nuggets himself. He said, "The most important thing is to go for a bold first bite," adding, "Let me take a big, delicious bite of this chicken nugget."

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.