Burger King has shared a video of its President, Tom Curtis, biting into a Whopper, after McDonald’s released a promotional video showing their CEO, Chris Kempczinski, saying, “I love this product, it is so good,” referring to the franchise’s Big Arch burger, launching March 3, 2026.
In the video, shared on the Burger King TikTok captioned, “Thought’d we’d replay this,” Curtis takes a big bite of the fast-food chain’s signature Whopper. With mayo on his chin, he smiles and says that the only thing missing is “a napkin.” Burger King released an updated Whopper on Feb. 26.
In addition to calling the McDonald’s burger “product” in the Instagram post, Kempczinski appears to take an extremely small, hesitant bite of the Big Arch burger, “I don’t even know how to attack it.”
Social media ridiculed both his stiff delivery and corporate language, joking that he appeared uncomfortable, unfamiliar with the food, or disingenuous in his endorsement.
Comments included, “What’s the opposite of genuine and authentic? 😂,” “I ‘promise’ I will be finishing this for lunch!! I ‘swear’!!!” and, “Dude immediately threw that in the trash and demanded his assistant bring him his usual kale salad as soon as they were done filming the ‘product’ 🤣.”
Burger King’s post played better with comments like, “yea thats a big bite. McDonald’s CEO could never,” and “People are being so mean to the McDonalds CEO. You have to remember that he is not from this planet.”
Kempczinski’s previous controversies
This isn’t the first time McDonald’s brass has captured headlines. In 2024, Kempczinski faced backlash after referring to McDonald’s customers as “consumers” and “low-income consumers” during an earnings call while discussing pricing and value strategy.
The rivalry between the two burger giants stretches back decades. McDonald’s set the pace with standardized operations and rapid expansion, defining what fast food could be. Burger King responded with flame-broiled burgers, customizable options, and a willingness to poke fun at its larger rival through memorable ad campaigns.
Over time, the “burger wars” became a template for fast-food marketing, influencing how chains launch products, run promotions, and engage with consumers. Despite shifts in ownership and strategy, the competition remains fierce, as the recent social media back-and-forth illustrates.
The burger wars continue
Social media aside, the fast-food industry in 2026 is focused on convenience, technology, and menu innovation, even as rising labor and food costs test margins.
McDonald’s is leaning on its global scale, digital ordering, and revamped menu items like the Big Arch burger to keep traffic steady. Investments in AI-driven drive-thrus, app loyalty programs, and international expansion aim to maintain its market leadership.
Burger King, meanwhile, is pursuing a turnaround by modernizing stores, upgrading the Whopper, and rolling out digital kiosks. The chain is also targeting international growth through joint ventures, though it faces challenges from franchisee costs and stiff competition from McDonald’s.
Overall, 2026 looks like a year of evolution for both chains: McDonald’s continues to capitalize on scale and innovation, while Burger King pushes bold updates and technology to stay competitive in a crowded fast-food market.
Published: Mar 4, 2026 09:11 am