Transcription
Well, the McDonald's CEO uh is under a little bit of a fire [laughter] for his review of the Big Arch sandwich. Let's talk about why. I'm body language expert and behavior analyst Tracy Brown because there's a lot of things here that just don't match up. Take a look at this and stay tuned for my analysis.
>> Here it is, the Big Arch. This is something that we have tested already in Portugal, Germany, Canada. I love this product. It is so good. I'm going to do a tasting right now, but I'm going to eat this for my lunch, just so you know. So, here we go. First, holy cow. God, that is a big burger. We've got a very unique kind of sesame poppy sort of bun on it. We've got 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. All right, the moment of truth. That is so good. That's a big bite for a big arch. 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's a delicious product. You know, you've got sort of the cheeses and the gooness, but those crispy onions as well gives a nice texture. And of course, we've got the pickles. So, uh, I'm going to enjoy the rest of my lunch, but Big Arch, try it when you can get it.
>> First thing he's trying to do is get some social proof that this is actually really good. Talking about uh other countries that they've tested this in, but what he does is is this stop sign. And so, this is telling us, hey, he doesn't want any questions. This thing is good. All right. So that is like the first thing that could be rubbing people. And then what he does is he keeps calling it this product. And he does it twice and that's depersonalization. So he's not really connected to this other than in a business sense. And so I think that undoes him a little bit too. He doesn't call it a burger. He doesn't call it a even a a sandwich. It's just a product to him. Then as he says this is so good he he doesn't actually have any movement. Okay. His eyes aren't enrolled. He barely smiles and um he doesn't have any other descriptors besides good. Right? So that just rings as a little bit inongruent. And then he gets threatening. That's what pointing does. He's like I'm going to have this for my lunch. Like trying to get us to buy it that he would actually eat this thing. as he says, "Holy cow," his eyebrows don't move. They don't go up. So when your eyebrows go up and you can see a little more of the whites of your eyes, that's surprise. So he So we hear a little bit of it in his tone, but we don't see it reflected in his face. And that rings as inongruent as well. Now, also, they didn't bother getting a food stylist. I mean, this thing looks awful. And as he tries to manhandle this thing, it seems like he's never even picked up a burger before. I mean, that's not body language I thought I'd ever do interpretation on, but here we are. Now, out of this whole thing, the crispy onions seem to make him the happiest. That's when we see the biggest smile and we see his eyes actually start to get enrolled there. That's what's called a duchane smile. Then he takes the world's smallest bite, right? And that's how like you take a bite of something that you don't know if you're going to like or not. Now, this is interesting. He says this is distinctively McDonald's. And as he does that, you see him flutter his eyes. So there's actually a little bit of stress there. Um I don't know exactly why, but yeah, he's he's a little bit stressed about this burger. And then again, he calls it a product, right? So we have all this depersonalization and all these little signs that don't match up. And that's why this thing's breaking the internet, man. And McDonald's couldn't have asked for anything better for uh for their advertising for this burger. I kind of want to try one now.
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