“This is the most unnatural thing I’ve ever seen.”.
It is one of the many comments with which users have reacted to a video published by Chris Kempczinski, CEO of McDonald’s, on his Instagram profile and in which he tests the company’s new hamburger. What was meant to be a promotional action is turning into a public relations fiasco.
The video was published three weeks ago, but has gained traction in recent days as users themselves have shared it on social networks mocking the manager’s communication exercise. Kempczinski’s motivation was to promote the “Big Arch” burger, which has two steaks of meat, three slices of cheese, fried onion, pickles and a special sauce, among other ingredients. Together with a soft drink and medium potatoes, the menu reaches 1,610 calories.
It is a product, according to the CEO, that the company has already tested in Portugal, Germany and Canada and that will be launched on March 3 in the United States. “I love this product. It’s very good. I’m going to try it right now, but I’ll have it for lunch, just so you know.” Kempczinski says at the beginning of the video, but then refers to the burger as “this thing.”
His apparent discomfort when describing the new menu item and trying it is what has drawn the most attention to social media users, who consider that the manager shows a feigned enthusiasm that does not convey true enjoyment of the experience that the company seeks to offer with the new burger.
“What is the opposite of genuine and authentic?”; “EIt was the smallest first bite I have ever seen in my life.”; “He acts like he’s never seen a hamburger. Impressed by sesame seeds” either “This man’s aura screams kale salad”, are some of the comments that can be read on the manager’s profile in response to his publication.
Beyond the mockery regarding Kempczinski’s discomfort, some users have made more substantial reflections that leave lessons learned regarding business communication. They criticize, for example, that the hamburger is referred to as a “product,” which makes the brand seem clinical and distant; or his questionable tone of communication. “Get out of the insularity of top management and talk like regular people do!“one comments.”It really ruins the mood if it looks like the CEO is blinking in Morse code.“says another.
From the comments we infer, among other things, the importance of conveying authenticity in each brand communication. This is key in a context in which business leaders increasingly place themselves in front of the camera to appear closer to an audience that prioritizes relationships through social networks and digital platforms. It is a strategy that if it goes well, can be a great success, but if not, it can lead to a reputation crisis.
The video also provides keys regarding the familiarity and connection that the CEO and senior management must have with the product sold by the company they lead. It is essential that they know it, that they consume it, that they use it if it is a product, to be able to communicate all its virtues in a genuine way.
All in all, Kempczinski’s hamburger test has achieved more than 34,000 views and more than 10,000 interactions on Instagram, and is the most viewed video of the last twelve published by the manager. To this we would have to add the additional views accumulated with the videos spontaneously shared by users, which would have boosted the visibility and notoriety of the new product.
