Tag

Chris Kempczinski

The McDonald's CEO Big Arch Bite Case Study

A 90-second Instagram video posted by McDonald's CEO Chris Kempczinski — promoting the new Big Arch burger — produced more competitor marketing leverage for Burger King and Wendy's than any McDonald's launch communications had generated in years. The case is now the reference for CEO authenticity crisis communications in 2026.

EPR Editorial Team · May 18, 2026

PR News

McDonald's: The World's Largest Restaurant Chain

McDonald's Corporation is the world's largest restaurant chain by revenue. The history, the franchise architecture, the brand campaigns, the communications operation, and the major crisis cases — EPR's reference page.

EPR Editorial Team · Jun 15, 2010