The head of McDonald's tried to eat his own burger on camera

Chris Kempczinski's tasting session sparked online ridicule.

McDonald's CEO Chris Kempczinski found himself at the center of controversy after releasing a video featuring a tasting of the new Big Arch burger. Social media users suspected the chain's CEO isn't particularly fond of his own company's products, according to The Guardian.

In the video, Kempczinski samples the enormous burger and refers to it as a "product," which many considered overly formal for an advertisement. Before taking a bite, he admitted he didn't know how to "attack" such a large sandwich, and viewers described his bite as hesitant.

The video quickly went viral, with users commenting ironically that the CEO looked like he was "afraid" to eat his signature burger. Some suggested he rarely dines at the chain's restaurants.