McDonald’s, ‘Burgergate,’ pile-ons, and what it all means for brands moving forward

By now, anyone who follows major brands has seen it or heard of it: The small bite that went ‘round the world.

McDonald’s CEO and chairman Chris Kempczinski recently posted a video of himself on Instagram trying the brand’s newly launched Big Arch burger. It was basically the golden arches version of a dorky corporate unboxing. 

When he got the Big Arch into his grips, he took a reasonable, if small, bite and said, “I love this product. It is so good.”

Cue the online mockfest.