Our Views of the Big Arch™
March 10, 2026
At the time I am writing these lines, the viral video of McDonald’s CEO Chris Kempczinski praising what he calls a “product” has had 13,7 million views on Instagram, with “only” 111,000 followers. My Instagram feed is flooded with reels mimicking the tasting of the Big Arch™.
Let’s be courageous
I wanted to join the conversation with the millions of Internet goers. To be fair, I headed to the nearest McDonald’s and ordered the limited-time burger (yes, I am calling it a burger). I rushed back home so it would not get too cold. Imagine eating the Big Arch™ cold — what a waste that would be.
Please note that I did not dare to order any fries. And as I was not sure that Coca-Cola was the best pairing, I refrained from bringing some home, thinking that a Cabernet Sauvignon could be more appropriate for a double quarter pounder, rather than the sweet taste of the cola soft drink.
The Big Arch™ video
To be clear, the video released by Mr. Kempczinski is not an AI project, but a real one. I kept thinking on how to write about it. And suddenly, I thought that I should not impose you watching me eat a Big Arch™ in front of the camera, like so many have done. Don’t get me wrong, many of these videos are really good, with acting skills that it seems Mr. Kempczinski is lacking — after all, he is a CEO, not an actor. But isn’t there is a saying stating: “There’s no such thing as bad publicity“?
So instead, I commented on the video image per image. You can watch the video montage below or read the comments in the photo gallery.
Not in my comments on the video: about the Big Arch™ sauce. If it is different from the one of the Big Mac ® (from memory, but as a critic I tend to remember flavors), it is somewhat “chemically,” making it not the most pleasant condiment. Sauces are often where the true identity of a burger lives…
By the way, here is what ChatGPT had to say about my article:
