The viral 'burger wars' trend on social media continues to grow, with executives from regional chains Gold Star and Freddy’s now posting promotional burger videos. This follows initial clips from McDonald’s, Burger King, Wendy’s, and others that sparked memes and online rivalry, showcasing fast-food brands' use of humor for engagement.
Building on the phenomenon that began with McDonald’s CEO Chris Kempczinski’s awkward bite of the Big Arch burger—prompting confident responses from Burger King’s Tom Curtis (Whopper) and Wendy’s Pete Suerken (Baconator), among others—the trend has expanded to regional players.
Leaders from Cincinnati-based Gold Star Chili and Freddy’s Frozen Custard & Steakburgers have joined with their own videos, enthusiastically eating signature burgers and offering playful commentary in the established format. These clips maintain the lighthearted competition, contrasting bite sizes and hype.
The videos have collectively garnered millions of views, fueling memes comparing executive enthusiasm and sparking debates on whether fast-food CEOs are now online entertainers. Marketing experts praise the strategy as savvy use of internet culture for free publicity, evolving a promotional mishap into multi-brand buzz.
Online reactions blend amusement with surprise at the industry leaders' playful rivalry.
