McDonald’s and Burger King Take the QSR Burger Wars to Social Media

The fast-food “burger wars” have gained new momentum following the launch of McDonald's newest oversized menu item, the Big Arch Burger. The sandwich is designed to appeal to customers who want a larger burger than the traditional Quarter Pounder offerings, and it represents a major product push for the company. CEO Chris Kempczinski has been closely associated with the launch and even promoted the burger on his Instagram channel, where he frequently posts videos about menu items, travel and career advice.

Kempczinski posted a promo video where he filmed himself with the Big Arch Burger, commenting on its size before finally taking a bite. But let's just say social media wasn't buying it.

People immediately criticized the clip, suggesting his tiny bite and general way of acting seemed fake. The video blew up and became a big meme, with people poking fun at the whole moment and wondering if the CEO's reaction was even real.

Rival chain Burger King seized the opportunity to poke fun at the situation. The company reposted a video of its North America president, Tom Curtis, taking an exaggeratedly large bite of a Whopper — complete with mayonnaise on his face — in a playful jab at McDonald’s viral moment. Burger King recently updated its Whopper recipe, making the timing of the social media exchange particularly fitting.

Criticism aside, the video sparked chatter at the perfect time, just ahead of the Big Arch Burger’s nationwide launch. The takes were all over the map, but the attention lift was real for both brands. These days, the burger wars don’t just happen at the counter — they happen in the feed.

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