Big Arch vs. Whopper: fast-food leadership becomes viral PR moment

McDonald's CEO Chris Kempczinski posted a video of himself sampling the new Big Arch burger that went viral, prompting online jokes about his bite. In response, Burger King shared a video of its president Tom Curtis eating a Whopper, saying the post wasn’t a reaction but part of ongoing promo for the Whopper. The moment drew engagement from rivals including Wendy’s, highlighting how leadership-level content is being used to spotlight new menu items in a competitive buzz cycle.