Frederic Lee, Agenda, March 13, 2026
It all started with a burger.
Specifically, what began as an innocent Instagram promotion of McDonald’s most recent new menu item, the Big Arch burger, by CEO Chris Kempczinski, quickly ballooned into a full-fledged Burger War over who can claim the best bite….
Kempczinski’s video was the match that lit the Burger War flame, prompting copycat, one-upper videos from executives at Burger King, Wendy’s, A&W Canada and more — all vying to present their burgers as the most delicious in a true viral moment….
Broadly, the Burger War offers a reason to laugh at a time when there’s so much “not to laugh about” going on in the world — including metastasizing war in the Middle East, rampant inflation, rising oil prices and the continuous unraveling of disgraced financier Jeffrey Epstein’s misdeeds, wrote Davia Temin in an email to Agenda. Therefore, holistically, the Burger War is a reminder to corporate leadership to “focus on what we can handle,” wrote Temin.
“The more telegenic the CEO, I suspect the more impact they will have on their bottom lines,” wrote Temin. That’s especially since these short videos have created “buzz” in boardrooms and might urge executive search professionals to add “one more trait” to their list of CEO must-have skills. […read more]