Nick

I love the guy.

They didn't teach him in business school.

But we've actually seen the McDonald's Big Arch Burger before from a business school case study on catastrophe.

Oh, yetis.

Millennials, we say the word awkward.

Gen Z used the word cringe.

But you can use both of those words for the latest video from the official McDonald's Instagram account.

Because in it, Chris Kemzenski, the svelte little V-neck sweater-loving CEO, tries to bite into McDonald's' new burger, which has 1,020 calories.

It's so big.

Honestly, he strikes me as more of a soup guy jacket.

You know, I love the sweater, but it's giving kale.

It's definitely giving kale.

First of all, when he introduced the Big Arch Burger, he called it a product, not a burger.

That's your first problem right there.

I got to stop you.

Then he promised that he's really going to eat this thing for lunch, for real.

It's like no one's saying you're not.

Don't protest too much.

We hope you eat it for lunch, buddy.

You need more meat on those bones.