Burger CEOs Turn Taste Test Videos Into Viral Fast-Food Rivalry Online
McDonald’s, Burger King and Wendy’s CEOs spark a viral social media rivalry after taste-test videos of burgers turn into a playful brand battle online.
SociapaHQ
A playful fast-food rivalry has erupted online after a series of taste-test videos featuring top executives from major burger chains sparked a viral social media exchange between brands including McDonald's, Burger King and Wendy's.
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The exchange began when Chris Kempczinski posted a video of himself trying the company’s newest menu item, the Big Arch burger. In the clip, Kempczinski praises the burger while repeatedly referring to it as a “product,” a detail that quickly caught viewers’ attention online.
“I love this product. It is so good,” he says in the video, which has since attracted more than 10 million views across social platforms.
In the caption accompanying the post, he added: “The Big Arch might be my new go-to lunch order. Who else is counting down the days until it’s in a store near you?”
The Big Arch burger had previously been tested in markets including the UK and Canada before officially launching in the United States on March 3. However, the conversation online soon shifted from the product launch itself to the tone of the video, with users commenting on the corporate language used in the taste-test.
Competitor brands were quick to react.
Burger King responded directly under Kempczinski’s post with a pointed comment: “@chrisk_mcd we couldn’t finish it either.”
Soon after, Burger King posted its own CEO-style taste-test video on TikTok featuring Tom Curtis. In the clip, Curtis takes a large bite of the chain’s signature Whopper and jokingly remarks that the “only thing missing” is a napkin.
The caption read: “Thought we’d replay this.”
The video quickly gained traction, crossing 2.8 million views within 24 hours and spreading to other platforms such as X. Online audiences described the moment using the slang term “burgermogged,” suggesting the Burger King executive had outperformed his McDonald’s counterpart in the informal taste-test challenge.
The timing also coincides with Burger King announcing the first major update to the Whopper in nearly a decade. The brand has introduced several product tweaks, including improved buns, upgraded mayonnaise and sturdier box packaging instead of the traditional paper wrap.
The conversation did not stop there.
Wendy's soon joined the exchange with a video featuring its U.S. president Pete Suerken sampling the brand’s well-known Baconator burger.
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The post appeared on LinkedIn, adding an unexpected platform to the brand rivalry. “Lots of chatter this week about burgers. Thought we’d remind everyone what fresh, never frozen tastes like,” the company wrote.
For marketers, the exchange highlights how executive-led content is increasingly becoming part of brand storytelling on social media. Instead of traditional brand accounts leading conversations, companies are using senior leaders as relatable personalities who can participate directly in cultural or competitive moments online.
It also reflects how fast-food brands continue to lean into playful rivalry as a marketing tactic. Historically, burger chains have often used humour and competitive messaging to capture attention online, but the involvement of CEOs adds a new dimension to the strategy.
As the videos continue circulating across platforms, the exchange shows how even a simple product taste-test can evolve into a multi-brand social media moment — especially when competitors decide to join the conversation.
