The social-heavy effort comes as the chain faces social media and competitor blowback for a video featuring its CEO.

McDonald’s CEO Chris Kempczinski’s Big Arch video sparked memes and millions of views. Viral moments like this can become powerful marketing opportunities.

McDonald's CEO Chris Kempczinski sparks online debate after tasting the Big Arch burger in viral Instagram video footage.

McDonald’s CEO Chris Kempczinski’s taste test turned into a viral meme war that shows how risky the CEO-influencer model has become.

Join two pairs of British schoolboys as they react to popular "British people be like" memes and tweets! Watch their genuine, humorous takes on common British stereotypes, iconic phrases, tea habits, ...

Rivals like Burger King and Wendy’s have also been biting off that McDonald’s CEO video — and industry experts say it’s good for business for everybody.

There are plenty of famous singers, musicians, and movie stars whose working lives started with that humblest of first jobs: the fast food worker.

A quiet strategist with a background in global consumer brands, McDonald's chief executive Chris Kempczinski has transformed ...

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