Stephen Colbert gives a brutal breakdown of McDonald CEOs infamous burger launch

What should have been a simple product launch video went a bit wrong for McDonald's recently, with CEO Chris Kempczinski receiving a fair bit of attention for the tentative bite he took of a new burger on the menu.

In the Late Show clip above, Stephen Colbert breaks down the launch video bit by bit — starting with Kempczinski referring to the burger as a "product".

"OK, weird to refer to food as 'product'. Kids, you eat your product! If you don't I swear to God I will send you to bed with no content!" says Colbert, before pausing to acknowledge the impressive job done by food influencers: "I just want to take this moment to apologise to influencers. It turns out what you do is incredibly difficult."

Finally, Colbert plays a clip of the bite itself, and Kempczinski's "that is so good" comment.

"Really? Because it looks like you took the smallest possible bite in the history of human chewing," says Colbert. "That's the bite you take when your three-year-old say, 'Try the cookie I made, daddy!'"

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