When McDonald’s CEO Chris Kempczinski posted a video of himself taking a baby bite of its new Big Arch burger, consistently referring to it as a “product,” and looking visibly uncomfortable holding the sandwich, the public wasn’t, as Mickey D’s might say, “lovin’ it.”
Everyone, including comedians, social media influencers, plus other burger head honchos from Burger King and Wendy’s, has parodied Kempczinski’s video. But maybe the McDonald’s CEO was really doing his part for dentistry and oral health?
Taking large bites may put a strain on the temporomandibular joint and jaw muscles and may eventually lead to pain and headaches. Furthermore, dainty bites, like the one from Kempczinski, can protect gums from being irritated and may also protect dental work like implants and veneers. Less aggressive biting may protect dental restorations from stress and fractures.
Protecting teeth is important, since there may be a correlation between less mastication due to tooth loss and premature gray hair, according to an animal study published in 2024 in Genes to Cells. A reduction in chewing due to tooth extraction led to the development of gray hair in the interbrow region of young mice.
Furthermore, Kempczinski’s nibble and extra chewing may be good for his brain in the long run. A study published in 2025 in the Journal of Dentistry revealed that middle-aged and older individuals who have trouble chewing may be nearly three times more likely to experience cognitive impairment.
Also, it may be a teaching moment for dental businesses. The video revealed the importance of companies knowing their audience, trusting their products, and how being inauthentic can bungle your brand.
Dental brands should not embody Kempczinski in their marketing by following these three key tips:
- Don’t let the messenger overshadow the message or the product.
- Make sure senior leaders avoid distancing themselves from consumers by using clinical or corporate language.
- Make content that feels genuine and not scripted so it resonates with viewers.
So, long story short, Kempczinski may “deserve a break today.”
