McDonald’s CEO goes viral with awkward video of him eating burger

When McDonald’s chief executive Chris Kempczinski posted a video of himself eating lunch last month, it was not the burger he was promoting that drew attention. It was how he was eating it. With, shall we say, a lack of gusto.

For Kempczinski, there was no huge bite followed by a performative licking of the lips or rubbing of the tummy. No, he bit into the burger tentatively, almost primly. It gave not “I can’t wait to devour this delicious fast food item”, but rather: “I am contractually obliged to perform a particular action here, and I am not especially delighted about it.”