Valuetainment
“The Burger WARS” - McDonald's CEO ROASTED Over Big Arch Burger Hype Video
05 Mar 2026
Transcript generated automatically by AI and may contain errors.
Chapter 1: What publicity stunt did McDonald's CEO attempt with the Big Arch burger?
a massive story broke guys you have to see this this is massive this is heartbreaking some people are saying this is bigger than the iran story it's not getting enough credit but low-key a lot of people are paying attention to this of what the ceo of mcdonald's just did this guy the ceo of mcdonald's tried to do a publicity stunt to introduce the new burger that they're launching which is called what the big arch rob is it already out or not yet
I'm not sure if it's out. I'll check. Jake, is it out? Do you know if it's out or no? I think this is the PR tour we're supposed to be part of. It came out today. Beautiful. Let's cancel the podcast. Let's go, guys. We're going for lunch. So here's him eating the McDonald's new Big Arch burger. And then, obviously, right afterwards, Burger King's like, this is a massive opportunity for us.
Rob, maybe don't go from the beginning because people will, it's a cure for insomnia. But if you can play it from, go for it from right there. That's fine. Two quarter pound patties, a delicious big arch sauce, and of course some lettuce. So, oh, there's so much going on with this. First of all, let's try to get this thing. I don't even know how to attack it. Got so much to it.
Oh, there's also some crispy onions on here as well. I see those kind of coming out. He looks like a vegetarian. All right. The moment of truth. Yeah. Come on, buddy. Take a bite. That is so good. That's a big bite for a big ark. It's distinctively McDonald's. Only McDonald's could do this type of burger, but it also is unlike anything else on our menu. It is a delicious product.
Sounds like a nice guy. Do me a favor. Go to the Burger King CEO and watch what he does here. He doesn't even say anything. He just puts on a kitchen, what do you call it, chef's apron, and then takes a bite out of it. And go ahead, Rob. That's a bite.
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Chapter 2: How did Burger King respond to McDonald's Big Arch burger launch?
Not bad, right? Only one thing missing. A napkin. Yeah. So what do you do when you look at this? What do you say? Do you say, Mr. CEO, respectfully, you're not a personality. Yes. Yes. Somebody in marketing should have said, you're not the guy to be out in front of this. You're kind of robotic. You don't look like a human in some cases. You look like a vegetarian.
The Burger King guy looked like he should be eating Burger King.
Chapter 3: What ingredients make up the Big Arch burger?
yeah this guy does not look like if i put my marketing hat on for a second it looks like what he was trying to do is show how big it was and he's like oh look at this two patties he's gotten it and it's like it's so big let's see and what do you say let me see if i can get my mouth but isn't that even overthinking it it just it is and so he's robotic and they coached him and so then he's trying to make it look big by taking a small bite is probably what they told him something it was a marketing thing it was it was bad it was horrible
Well, the Burger Wars have been going on for a while. By the way, Value Team has a case study that's going to drop this week on the Burger Wars. Coincidentally enough, we shot it last week. And what's amazing, you think about it, McDonald's, if you took the top 10 burger chains, Pat, what percent of the total revenue of all top 10 combined is McDonald's? How much? Which one? 55%.
Really?
Yeah. Of all the top 10, last year they were $57 billion. They grew 6% last year when most nobody else grew. And Wendy's has been rumbling, stumbling. Burger King is about to leapfrog in place $11 billion. So it's $57 billion versus $11 billion. And the boutiques are doing great. In-N-Out's doing great. Whataburger's doing great. Those are the boutiques.
But what's really interesting is McDonald's on a roll. Remember what happened. Just a couple years ago, McDonald's was kind of flat with growth, and they had this guy, Steve Easterbrook, was their CEO. Do you remember what happened to him? He was caught dipping the French fry with a member of his staff, and he suddenly resigned, and they had this big settlement.
And because he lied to the board, the board sued him. And for one of the first times in U.S. history, an exiting CEO that had this big parachute package had to give the parachute back, $100 million. Wow.
What do you mean parachute?
They gave him a parachute package.
A couple different meanings.
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Chapter 4: What marketing mistakes did McDonald's CEO make during the promotion?
And so what that's done is it's lowered the value of his franchises now. Wow. So now he's not able to sell them for the value that he would have before. And he said it's just getting worse and worse. So he's trying to exit all of them. And he has kids. I'm like, why wouldn't you get your kids like you got them? He's like, no, no, no. The value is going down so fast.
I'm exiting all of them right now. I thought that was kind of interesting. We had a call with the chief expansion officer of McDonald's probably about eight months ago. It was a Zoom seven months ago about opening up a McDonald's in Armenia. And by the time we were done with the conversation, it wasn't something they were interested in at the time because of risk, protection, military.
They have a certain program, a structure they use on expanding into different countries, and they said not right now, maybe later on. But fun fact, this guy doesn't attend Coldplay concerts. I don't know if that matters anything or not. I just want to put that out there.
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