McDonald’s CEO did a burger taste test that became a cautionary tale for execs. But there’s a silver lining

It was supposed to be a victory lap for McDonald’s. 

But one small, hesitant bite was all it took to turn the launch into a viral punchline, and hand archrival Burger King a chance to do their own spoof at the CEO’s expense.

In early February, McDonald’s CEO Chris Kempczinski posted a seemingly routine video to promote the chain’s new Big Arch Burger—billed as a “love letter” to fans after successful tests in several international markets. On camera, Kempczinski showcased...