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McDonald's CEO Chris Kempczinski thought he was promoting the chain's latest menu item, the Big Arch Burger.
Instead, his video got him roasted on every corner of the Internet, by the late-night shows, and even by CEOs of competing fast food restaurants.
The moment that got everyone's attention: when he goes in for a "big bite for a big Arch" and seemingly takes a baby-sized bite, then doubles down by showing a burger that seems barely touched.
After weeks of mockery, "Chris K" is speaking out and blames his mother for the backlash.
Talking to the "Wall Street Journal," the CEO admitted he didn't know the commotion he caused until his kids called. "Dad, you’ve gone viral, and not in a good way," they told him. Kempczinski said, "I blame it all on my mom because she told me, 'Don’t talk with your mouth full."
He admits he would do it differently if he had a do-over. "I think probably, in that case, I should have just said, 'You know what? To hell with it, I’m gonna go talk with my mouth full."