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McDonald's CEO Chris Kempczinski recently found himself at the center of online ridicule after a viral video showed him taking a humorously small bite of the company's new Big Arch burger. In an interview with the Wall Street Journal, Kempczinski attributed his awkward eating style to his mother's etiquette guidance, stating, 'I blame it all on my mom because she told me, 'Don't talk with your mouth full.''Kempczinski's attempt to defend himself only fueled further criticism, as he demonstrated his eating style by taking a bite of a McDonald's chicken nugget. The video was met with familiar reactions, with many users expressing discomfort and mocking his eating style.The incident highlights the challenges business leaders face in trying to seem relatable on social media. Despite the backlash, McDonald's stock has seen a 3% increase over the previous year, suggesting that the company's performance remains unaffected by the CEO's viral missteps.Kempczinski, who joined McDonald's in 2015, became CEO in 2019. His previous roles include stints as a PepsiCo vice-president and Kraft International president. The incident has sparked debate about the role of CEOs in social media and the importance of etiquette training in a digital age.

The recent video of McDonald's CEO Chris Kempczinski sampling the chain's new 'Big Arch burger' sparked widespread ridicule. This incident highlights a growing trend: CEOs and corporate leaders increasingly seeking to center themselves in the spotlight. This phenomenon, which can be termed 'CEOism,' raises important questions about the motivations behind it and its impact on consumers.Examples of CEOism abound. During the Super Bowl, the founder of Ring featured in the company's ad, only to face backlash for the dystopian undertones of the doorbell technology being promoted. In the sporting world, Fifa president Gianni Infantino has taken to inserting himself into high-profile events, including interrupting the start of the World Cup to give a welcoming address and unveiling the official sticker album.The reasons behind CEOism are complex and multifaceted. On one hand, companies are seeking to be seen as more relatable and approachable, which may explain why CEOs want to center themselves in advertising. On the other hand, the current cultural and political climate appears to have emboldened corporate leaders, who now seem more willing to express their opinions and insert themselves into public discourse.The article's author, Larry Ryan, expresses skepticism about the trend, suggesting that CEOs are mistaking interest in their products with interest in the people themselves. He longs for a time when CEOs focused on financial performance rather than seeking to be in the spotlight.However, some argue that audiences want to hear from the people behind brands and that 'CEOism' can be an effective marketing strategy. The success of podcasts like 'The Diary of a CEO' and social media influencers suggests that people may indeed be interested in hearing from corporate leaders.