McDonald's CEO's small bite of the new 'Big Arch' shows the risk of going direct to the public. I say keep at it, Chris!

My taste test of McDonald's new "Big Arch" burger.

Katie Notopoulos / Business Insider

• McDonald's CEO Chris Kempczinski is getting roasted for a video he posted. In it, he takes a small bite of the new "Big Arch."
• He's following the trend of CEOs who "go direct" to the public on social media. It can be tricky, but I support it.
• I also tried the Big Arch burger myself. You know what? It's good!

I'd been watching McDonald's CEO Chris Kempczinski's Instagram Reels videos for months now.