McDonald's CEO Chris Kempczinski faced unexpected backlash after a video showing him taking a minuscule bite of the new Big Arch burger went viral. His stiff delivery and tiny sample sparked online mockery, highlighting the perils of executives going direct to consumers on social platforms.

The 1,020-calorie double-patty burger tasted good, according to both Kempczinski and a reporter who tried it. Yet his Harvard MBA persona and marathon runner physique created an awkward contrast with the indulgent meal. The video's cringe factor stemmed not from the food itself, but from his overly measured demeanor and internal reference to the burger as "product."

While McDonald's has leaned into the joke with playful tweets, Kempczinski's broader social strategy may miss its mark. His Reels appear aimed not at hungry customers but at McDonald's franchise owners and employees seeking business advice. With modest follower numbers, these videos likely serve internal audiences better than the general public.

My verdict: Authenticity matters more than perfection. Kempczinski should keep posting - awkward bite and all. The Big Arch's success proves the concept works, and his unique perspective offers unexpected value. As for me? I'll take his career tips over his burger reviews any day. Time well spent.