It's a battle of the big burger bosses.
Just days after McDonald's CEO Chris Kempczinski was mocked online for what viewers called an awkwardly small bite of the chain's new Big Arch, Burger King fired back - with a mouthful.
The exchange comes as McDonald's rolls out its Big Arch across the US and Burger King unveils a revamped version of its flagship Whopper for the first time in a decade.
Its president, Tom Curtis, posted a video of himself taking a giant bite of the Whopper - and delivering a one-line punchline.
Wearing an apron and standing behind the counter, Curtis leaned into the theatrics, chomping down before nodding approvingly at the camera.
'Only one thing missing,' he said. 'A napkin.'
The not-so-subtle jab was widely interpreted as a dig at Kempczinski's now-viral clip, in which the McDonald's boss carefully nibbled on Big Arch while declaring: 'That's a big bite for a Big Arch.'
After Burger King's video, fast food fans on social media were quick to spot the reference to the original McDonald's video, with one writing: 'Now that's a real bite.'
The clip comes as Burger King formally rolls out what it calls an 'elevated' version of its iconic Whopper for the first time in almost ten years.
The upgraded burger features a more premium bun and is now served in a box instead of the chain's traditional paper wrapping.
It still includes freshly cut onions and tomatoes, lettuce and pickles - along with what the company describes as a 'better tasting' mayonnaise.
Meanwhile, the Big Arch is a new, supersized burger with two beef patties, three slices of white processed cheese, crispy and fresh onions, pickles, lettuce and a brand-new tangy 'Big Arch' sauce.
The Big Arch is the chain's biggest burger ever, clocking in at 1020 calories and 53g of protein in the US. A Big Arch Meal, with a medium Coke and medium fries, is 1610 calories.
It was officially due to launch on McDonald's menus today (March 3), although some customers got their hands on it early, sharing mixed reviews on social media.
The price of the Big Arch seems to vary by location in the US, as is the case with all menu items.
In New York, the burger alone costs between $9 and $10 before tax.
For now it is for a limited time only. It is a permanent fixture in the UK.
The plan for the bigger burger came after McDonald's fought to win customers back after 2024 saw the company report its first sales decline since Covid lockdowns shut restaurants.
McDonald's has tested bigger options before.
In January 2023, the Double Big Mac -with four patties instead of two and extra sauce - returned for a limited time for $7, and was a hit while on sale for a month.