

Welcome to Deep Dish, your weekly roundup of food and entertainment happenings. Previously, we revealed Sam Smith’s hidden food Instagram.
Marketing has taken a bizarre turn. In the past, you’d see movies advertised through billboards or similar means. Nowadays, A24 is launching wedding chapels for a new Zendaya film. Did you notice the Brat credit cards? Did you get yours? David, the protein bar brand, is sending out vibrators—I wish I could have been a fly on the wall during that marketing meeting.
Excess, spectacle, and embarrassment are all intertwined in today’s bizarre advertising world. This is why I felt a bit skeptical when a rather robotic CEO of McDonald’s delicately took a feeble bite of what he referred to as a “product” — the company’s latest burger. Could this distinctly odd video be some sort of ingenious, outrage-driven marketing strategy? More on that shortly.
This week also includes: Influencer Keith Lee, known for sampling local favorites, dipping into restaurant investments (and it’s a surprising choice); RFK Jr. targeting Dunkin’ and, unsurprisingly, Bostonians are not on board; and a look at a free grocery store in Atlanta that could be a blueprint for Mamdani’s team in New York.
The CEOs Are Acting Odd Again
Chris Kempczinski, McDonald’s CEO, turned to social media to sample the company’s new “product,” which he dubbed the Big Arch. This burger features sesame and poppy seeds on its bun and…. Whatever, it doesn’t matter. The key issue is this guy seemed to have potentially never tasted a burger, and his dainty bite generated a torrent of backlash from commenters who noted his apparent reluctance to try his own product.
It did not take long for competitors to jump at the chance to mock Chris and McDonald’s. Burger King CEO Josh Kobza took a big bite of a BK burger. Wendy’s got involved as well. Did the A&W CEO also joined in as well? It’s a burger brawl at every turn. Some online users quickly pointed out that Kempczinski’s peculiar video might have been a marketing scheme from the start. One observer commented that it was “obviously a viral marketing psyop,” and whether intended or not, that’s what it ultimately became. —Sam Stone, staff writer
Keith Lee Embarks on His Restaurant Investment Journey
You might recognize Keith Lee from TikTok, where he has amassed over 17 million followers through his engaging food reviews of popular local eateries. His loyal fanbase means a single video from Keith Lee can alter a restaurant’s destiny. Now, he’s stepping into a new role: restaurant investor. He has invested in Brooklyn Dumpling Shop, which operates in various locations across the US and Canada.
In a conversation with me, Lee emphasized that becoming a restaurant investor does not conflict with his food review duties. “I will always provide my honest views,” he states. Even if it leads to a negative review of a dumpling from Brooklyn Dumpling Shop? “Definitely. No hesitation.”
This investment is a striking development for Lee, who typically highlights independent restaurants, aiming to boost their visibility to his audience. Interestingly, Brooklyn Dumpling Shop doesn’t hold the best reputation when it comes to tasting good. Numerous Reddit discussions voice complaints about the dumplings and additional menu items—though Lee offered positive feedback on them, a sentiment echoed by his followers. This inconsistency doesn’t bother him. “Taste is subjective,” he says. “You can’t disregard someone’s viewpoint just because it varies from yours.” —S.S.
RFK Jr. Targets Dunkin’
New England is currently in upheaval. Since his appointment, Health and Human Services Secretary Robert F. Kennedy Jr. has made healthy eating a core focus of his agenda, recently introducing an inverted food pyramid prioritizing meat proteins. His latest target in his anti-sugar campaign? Dunkin’, particularly its sugary iced coffee. “We’re going to approach Dunkin’ Donuts and Starbucks,” he asserted at a rally in Austin. “Show us the safety data proving that it’s acceptable for a teenage girl to consume an iced coffee with 115 grams of sugar.” Heaven forbid women have interests.













