Luke Maier - From Disgust to Dollars: Viral Marketing in Fast Food

From Disgust to Dollars: Viral Marketing in Fast Food

 I first saw the video of the McDonald's CEO circulating online, mostly on Instagram. At first, it just seemed like another promotional clip, but it quickly went viral for the wrong reasons. About a week later, I noticed that Burger King released a parody of the same type of video. That’s what really caught my attention. I thought it was a smart move because Burger King was clearly paying attention to what was trending online and took advantage of an opportunity that McDonald’s unintentionally created.

                                            McDonalds CEO Taste Test - The Independent

In the original McDonald’s video, the CEO is shown trying a burger, but many viewers felt that his reaction looked awkward and even slightly disgusted. He took a very small bite and didn’t seem enthusiastic, which is not a great look when you are supposed to be promoting a product. As the video spread, people online began criticizing it, questioning why the production team didn’t have him redo the scene to make it more convincing. This led to even more engagement, as people started turning the clip into memes and jokes. While the attention wasn’t entirely positive, it still generated a huge amount of visibility for the brand and its product.

Side by side comparison via - WSJ

This situation ties directly into McDonald’s value proposition, which is centered around providing consistent, affordable, and familiar fast food to a global audience. McDonald’s relies heavily on its reputation and brand trust, so seeing a leader appear unenthusiastic about the product can challenge that image. On the other hand, Burger King’s value proposition focuses more on individuality and boldness, often summed up in its “Have it your way” message. This difference in brand identity plays a big role in how each company approached the situation.

The marketing strategies used here are especially interesting. McDonald’s video appears to have been a traditional promotional effort that unintentionally went viral due to how it was perceived by viewers. In contrast, Burger King used real-time marketing by quickly responding to the trend. In their parody, Burger King’s version shows a much more confident and enthusiastic reaction to their burger. The tone is clearly meant to be humorous and competitive, subtly mocking McDonald’s while promoting their own product. This shows how brands can take advantage of social media trends and turn them into marketing opportunities almost instantly.

One of the main challenges both companies face is standing out in a highly competitive fast food industry. McDonald’s is the dominant leader, but that also makes it a bigger target for criticism. Burger King, as a close competitor, often tries to differentiate itself by being more playful and edgy in its marketing. Social media has made this competition even more intense, as brands now have to react quickly and stay relevant to younger audiences who value authenticity and entertainment.

What makes this situation unique is that it wasn’t a carefully planned campaign, at least not at first. The original video became popular because of how genuine or possibly awkward it felt. This type of viral, meme-driven marketing is very different from traditional advertising. Burger King’s response shows how companies can adapt quickly and use humor to connect with audiences. It also likely appealed to younger consumers who are active on platforms like Instagram and enjoy brands that engage with internet culture.

In my opinion, Burger King handled the situation better from a marketing standpoint. While McDonald’s gained attention, it wasn’t entirely positive. Burger King, on the other hand, turned that attention into something beneficial by reinforcing its brand personality. However, McDonald’s still benefited from increased visibility, which shows that even negative reactions can create marketing value.

If I were managing McDonald’s, I would lean into the situation instead of ignoring it. Since the video already went viral, I think the best move would be to turn it into something positive and engaging. To promote the business, I would start a social media trend where people create their own parody versions of the CEO trying the new Big Arch burger. I would call it #BigArchParody and encourage users to recreate or exaggerate the reaction in a fun way. To increase participation, McDonald’s could offer an incentive, such as giving the best or most creative submission a year-long free McDonald’s pass. This approach would not only help shift the narrative in a more positive direction, but it would also boost engagement, increase brand visibility, and connect with a younger audience that enjoys interactive and humorous content online.

Overall, this situation taught me that marketing is not always planned. Social media can turn a simple moment into a major opportunity, and brands that react quickly can gain a big advantage. It also showed me how important authenticity and timing are in modern marketing, especially when trying to connect with younger audiences.

Articles: 

WSJ article - Here

AOL article - Here

Company Websites:

McDonalds - Here 

Burger King - Here