00:00I'm going to do a tasting right now, but I'm going to eat this for my lunch, just so you
00:03know.
00:03What was meant to be an innocent taste test has launched McDonald's into a viral punchline.
00:08The internet has run rampant with memes, parodies, and critiques, but it's not all bad news for the
00:14fast food chain. It all started when McDonald's CEO Chris Kamczynski posted a taste test video
00:18promoting the new Big Arch Burger. It went largely unnoticed for weeks until the internet fixated on
00:23his rather small bite. But its arch rivals quickly seized on the opportunity to mock their competitor
00:28and plug their own products. McDonald's told Fortune, we're glad the Big Arch has everyone's
00:33attention. And there is a silver lining. The Big Arch video is a runaway hit on Instagram with over
00:3811 million views already, helping to grow Kamczynski's followers by over 30%. And McDonald's
00:44said early sales of the new burger were beating expectations. As more social teams encourage
00:48their bosses to become chief executive influencers, the McDonald's video is proving to be a cautionary
00:54tale and a reminder to take a bigger bite.
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