Why the “Burger War” is a Masterclass in Strategic Communication

I’ve been watching the recent viral back-and-forth between McDonald’s and Burger King, and it’s essentially a live communication masterclass unfolding in real-time: what to do and what not to do in communication.

The Facts

1. A few days ago, McDonald’s CEO Chris Kempczinski posted a video to promote the new “Big Arch” burger, but it went viral for the wrong reasons. Viewers pointed out that he took an incredibly tiny bite of the massive burger.
2. Burger King quickly released an indirect response “taste test” video featuring their own CEO, Josh Kobza, taking a massive, enthusiastic bite of a Whopper.
3. While Burger King claimed the timing was part of “ongoing efforts” and not a direct reaction, the industry saw it as a perfectly timed jab.
4. Even McDonald’s official Instagram later poked fun at its own executive’s clinical language, referring to the Big Arch as the “new product.“

Strategic Communication

Whether you are a CEO or a marketing lead, there are four critical lessons we can take away from this “burger beef”:

1. Communication is Strategic at Every Level. Never underestimate the power of a single clip. Communication isn’t just for PR teams; it starts at the very top. When a CEO steps in front of the camera, they aren’t just a leader. They are the face of the brand’s promise. Every gesture matters.
2. Credibility is Your Greatest Asset. If you’re selling a “Big Arch” burger, you have to believe in the product. The McDonald’s CEO faced immediate backlash for taking the smallest possible bite of a massive burger. In communication, if your actions don’t match your message, you lose the audience’s trust instantly. “Give us nothing” was the viral verdict.
3. Language Shapes Perception. Language is never “just semantics.” McDonald’s referred to their new offering as a “product.”  While technically correct, it felt clinical and disconnected from the joy of food. In communication, using “corporate-speak” for a consumer experience is a clear mistake that drains the soul out of your brand.
4. Timing is Everything. Burger King’s response, a video of their own CEO taking a massive, messy bite, was a masterstroke in “opportunistic narrative.” Even if they claim the timing was coincidental, they seized the moment to offer a competing, more authentic narrative when the world was looking for an alternative.

The Bottom Line: In a hyper-competitive environment, it’s not just what you say, but how you say it, what you call it, and when you release it.