‘Never called it a product’: Burger King chief’s big Whopper bite goes viral after McDonald’s CEO’s awkward moment

In the battle of the burgers, it’s not just the patties but the bites that are grabbing eyeballs online. Days after a promotional video of Chris Kempczinski taking a hesitant nibble of the new Big Arch burger sparked widespread mockery, a video of Tom Curtis enthusiastically biting into a Whopper has gone viral, and the internet has a lot to say.

What happened with McDonald’s CEO?

Last month, Kempczinski shared a video ahead of the US launch of McDonald’s “Big Arch” burger, touted as the chain’s biggest yet. In the clip, the CEO praises the item before attempting to taste it on camera.

“I love this product, it is so good. I’m going to do a tasting right now, but I’m going to eat this for my lunch, just so you know,” he says — repeatedly referring to the burger as a “product.”

However, it wasn’t the burger but his unusually small first bite, stiff delivery and choice of words that became the biggest talking points.

The video has racked up over 3 million views on Instagram and was widely shared on X and TikTok, where users were quick to poke fun. “That was the smallest first bite I’ve ever seen,” one commenter wrote. “First time he’s ever tried it. Terrible acting,” said another. “It scares me when you call food ‘product,’” a third user quipped.

“Lmaooo this man don’t even eat McDonald’s,” another added.

Burger King boss takes a ‘proper bite’

In a TikTok video posted to the brand’s official account, Curtis, president of Burger King US & Canada, is seen sampling the newly revamped Whopper. The burger has reportedly been upgraded with a more premium bun, creamier mayonnaise and new clamshell-style packaging.

While the video was originally meant to address customer feedback after Curtis shared his phone number inviting diners to text him directly, it quickly drew comparisons to the McDonald’s clip. Unlike the viral “small bite,” Curtis takes a noticeably hearty chomp of the Whopper — and viewers noticed.

“This dude knows how to take a bite,” one TikTok user commented. “He took a decent bite unlike the McDonald’s CEO,” wrote another. “Never once used the word ‘product,’” a third pointed out. “Wow their CEO isn’t a robot,” joked another. “This marketing is low-key genius… they didn’t have to mention McDonald’s and we all knew,” read one popular comment.

The TikTok clip has already crossed 1 million views within two days of being posted.

Netizens join the burger battle

Social media users were quick to turn the moment into a fast-food face-off.

“Jump on the trend, why not. Burger King burgers are actually fire tho,” one user wrote.

“I don’t even like Burger King, but the difference in charisma of these two men cannot be overstated,” another posted on X.

“The Whopper is far superior to the Big Arch for sure,” claimed a third.

While there is no indication that Burger King’s video was created as a direct response to Kempczinski’s now-viral clip, the timing, and the contrast, have certainly fuelled online chatter.