A video featuring the CEO of McDonald’s struggling to take a bite out of the new Big Arch burger went viral on social media. Burger King released a response video where their chain’s head enthusiastically devoured a Whopper, sparking a “burger war.”
Burger King President Tom Curtis “took a bite out of McDonald’s,” the chain’s main competitor, triggering a marketing conflict between the companies, reports The Wall Street Journal.
It all kicked off with a clip showing McDonald’s CEO Chris Kempczinski finding it difficult to bite into the new Big Arch burger. The video quickly gained traction online. Burger King immediately seized the opportunity and posted a counter-video featuring Curtis heartily munching on a Whopper.
“Only one thing missing,” he remarked while wiping his mouth. “A napkin.” “I don’t have a single tie or shirt that doesn’t have a drop of food on it,” the Burger King chief added.
Wendy’s U.S. division president, Pete Venhuizen, joined Kempczinski and Curtis. He released a video where he sampled the Double Baconator burger.
The head of McDonald’s spoke about the “diminishing aura” around the USA
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“Our square patty is cooked on a flattop grill. It’s awesome. Simply delicious,” he declared. “This is what a real hamburger should taste like,” Venhuizen added. He paired the burger with fries and a Frosty frozen dairy dessert. As he poured it into a cup, the Wendy’s chief quipped, “Is the machine working today? Oh, wait, our machines run 24/7.” He was joking about McDonald’s due to customer complaints that their ice cream machines are almost always out of order.
The 63-year-old Curtis began by delivering pizzas for Domino’s to fund his studies at Emory University in Atlanta. After graduating, he remained with Domino’s. “It was a bit awkward delivering pizzas on the Emory campus,” he recalled. “They’d say, ‘Sorry it didn’t work out for you,’ and I’d reply, ‘No, I actually really enjoy this.'” By 2020, Curtis was leading the Domino’s restaurant chain in the U.S.
Upon joining Burger King, Curtis toured the chain’s American restaurants, many of which appeared dated. Part of his strategy involved simplifying and streamlining operations. “He wasn’t just a high-level executive with a prestigious degree,” stated Alex Sloan, a former director at Carrols Restaurant Group, which managed over a thousand Burger King franchises. “He learned the business through hard knocks, working directly in and managing the restaurants.”
In mid-February, Burger King posted Curtis’s mobile phone number on social media, inviting everyone to call him and share their feedback. Over 20,000 calls and messages were received. Some callers questioned whether the Burger King head was truly on the line. “Let me quickly check my driver’s license,” Curtis responded in a video released last week.
In another video, posted this week, Burger King employees read out messages criticizing the chain’s app, staff, and even Curtis’s hairstyle. “You should grow your hair out,” one customer suggested.
In a separate clip, Curtis addressed complaints that Whoppers get crushed at the bottom of the bags. According to him, a new clamshell box is supposed to fix the issue.
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