McDonald’s chief executive Chris Kempczinski has blamed his mother’s table manners for the online backlash sparked by his awkward on-camera taste test of the chain’s Big Arch burger.

Kempczinski drew mockery earlier this year after appearing in a social media video taking a notably small bite of the new burger while describing it as a “product” he did not “even know how to attack” because “there’s so much to it”.

Speaking in a recent interview with the Wall Street Journal, the McDonald’s boss joked that his mother was behind the cautious approach.

“I blame it all on my mom because she told me, ‘Don’t talk with your mouth full,’” he said. “And I think, probably in that case, I should have just said, ‘You know what? To hell with it. I’m gonna go talk with my mouth full.’”

During the interview, Kempczinski attempted to laugh off the criticism by filming another taste test, this time biting into a chicken nugget on camera.

But the clip appears to have done little to win over social media users, with some saying it was even more uncomfortable to watch than the original burger video.

Comments on Instagram and TikTok mocked the latest attempt, with users questioning whether the chief executive looked convincing while eating McDonald’s food and suggesting the follow-up video had failed to calm the backlash.

The episode underlines the risks brands face as more senior executives step in front of the camera in an effort to appear relatable and engage social media-first audiences.

While the approach can help humanise leadership, it can also quickly backfire if the content feels forced or inauthentic.

Despite the online ridicule, the controversy is unlikely to have caused McDonald’s too much concern. Kempczinski has led the fast food giant since 2019, having joined the business in 2015 after senior roles at PepsiCo and Kraft International.

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